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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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DTC Spending During Rx Life Yields OTC Switch Market Share

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.

DTC Spending During Rx Life Yields OTC Switch Market Share

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.

DTC Spending During Rx Life Yields OTC Switch Market Share

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 shows. Other factors include working with managed care, product differentiation, pricing and consumer satisfaction.

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