Allergies

Use of Rx to OTC Switch as Product Management Tactic Enjoys Comeback

Published in Law and Health Weekly, April 26th, 2008

There are 14 prescription drugs that exceeded $20 billion in sales in 2006, that may have the potential to reach the over-the-counter market in four years. Prescription to OTC switches were frequent in 2006 and 2007 and a new report by Kalorama Information, The Return of the Rx to OTC Switch: Market Analysis and Product Management Strategies, predicts this trend will continue.

The markets for Rx to OTC are forecast to reach $5 billion in 2008 and increase by close to 40% by 2010. More than half of the revenues in 2008 will be from allergy medications that have already made the switch, such as Claritin, Benadryl, Sudafed, Nasalcrom, Mucinex and most recently Zyrtec....

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Source: Law and Health Weekly (2008-04-26)

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