Zyrtec Model Shows Managed Care’s “Softer” Side For Switching Patients
This article was originally published in The Tan Sheet
Executive Summary
Sales of Johnson & Johnson's allergy drug Zyrtec show managed care organizations learned from previous switches and used a "softer" approach to steer clients away from Rx drugs to an OTC product, according to market analysts
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To fully capitalize on potential sales, Rx-to-OTC switch sponsors must plan marketing strategies years before a switch is proposed and continue for years after launch, IRI data show. Other factors include working with managed care, product differentiation, pricing and consumer satisfaction.
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