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OTC "cross product" marketing with Rx brands on the horizon, panelist predicts.

This article was originally published in The Tan Sheet

Executive Summary

"CROSS PRODUCT" MARKETING ALLIANCES BETWEEN OTC AND Rx BRANDS will be critical to the success of nonprescription products in an environment of increasing consumer awareness of prescription drugs, Pfizer Consumer Health Care VP-Business Development Lynn Gaudioso predicted at the Nonprescription Drug Manufacturers Association annual executive conference. As part of a panel discussion entitled "Healthcare Advertising -- Is It Empowerment or Confusion," Gaudioso and other speakers addressed the considerable changes in the OTC marketplace that are taking place as a result of the rise in direct-to-consumer advertising of Rx products. The meeting was held in Palm Beach, Fla. March 19-22.
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