Rx-To-OTC Switch - The Strategies Behind Switches.

By Gilbert Mertens

Subjects: pharmaceutical products, pharma marketing, Rx drugs, OTC medicines, switches, medical brands, consumer healthcare, drug commercialization

Description: From prescription medicines to the battle for non-prescription market share. Facts, Figures, In-depth analysis of past and present corporate, and specific branded medicines switch strategies from prescription-only market positions to consumer oriented branded non-prescription status, including a profound evaluation of the results obtained. The author, a senior executive with a major global pharmaceutical company,anticipates the tremendous changes the European healthcare systems will face. The most evident of which is the overhaul of European welfare systems in dramatic financial deficit situations.