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Prevacid Initial Launch Efforts To Focus On Switching Prescription Users

This article was originally published in The Tan Sheet

Executive Summary

Novartis plans to prioritize converting patients currently treated with prescription Prevacid when the proton pump inhibitor becomes available over-the-counter, rather than winning over Prilosec OTC users, a Novartis executive said

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

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