DTC Spending During Rx Life Yields OTC Switch Market Share
This article was originally published in The Tan Sheet
Executive Summary
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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Merck will try to convince an FDA advisory committee May 2 to partially switch its blockbuster Rx drug Singulair to OTC for allergy relief in adults only. The firm will not seek to switch the Rx indications for asthma or allergy relief in children.
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