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OTC Prevacid poised for launch

This article was originally published in The Tan Sheet

Executive Summary

An 1advertisement in the Oct. 23 issue of All You magazine says Novartis' Prevacid 24HR could be "available as early as November 12th." The Web site for the proton pump inhibitor, 2www.prevacid24hr.com, has been updated with additional information about the product, including packaging and drug facts. Novartis, which licenses Prevacid 24HR (lansoprazole 15 mg) from Takeda Pharmaceuticals, appears to position the drug as an alternative to prescription heartburn remedies, rather than attempting to draw away users of Procter & Gamble's Prilosec OTC (omeprazole 20 mg) - as the company said upon FDA approval of the switch in May (3"The Tan Sheet" May 18, 2009). The OTC PPI market may grow more crowded after December, when FDA's decision on Santarus/Schering-Plough's Zegerid (omeprazole 20 mg/sodium bicarbonate) is due (4"The Tan Sheet" June 29, 2009, In Brief)

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