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Managed care support can help differentiate OTC brand US competition -- consultant.

This article was originally published in The Tan Sheet

Executive Summary

MANAGED CARE SUPPORT CAN HELP DIFFERENTIATE OTC BRAND from its competitors, NCI Consulting Managing Partner Susan Lavine Coleman suggested at a recent conference on OTC drug marketing in Philadelphia sponsored by the Institute for International Research. Coleman noted that using "[a plan's] clout to influence doctors and to influence patients directly, [OTC companies can] enhance...differentiation and enhance perception of efficacy."
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