Rx-To-OTC Switching Strategies: Lifecycle management and building brand equity in the US, EU and ROW

Executive Summary

Rx-to-OTC switching is defined as transferring prescription medicines to non- prescription OTC (over the counter) status, providing consumers with easy access to safe and effective products, in some cases without the assistance of a healthcare professional. The OTC therapeutic categories with highest US sales in 2004 were cough, cold, influenza and sore throat, analgesics for internal use, and indigestion remedies. 38% of pharmaceutical executive survey respondents predict OTC product sales to grow between 6 and 10% in the next year, 36% predicted 3 to 5% growth, while 13% predicted at least 11% growth. Rx-to-OTC switching in major markets increases in the cost of healthcare, medicines reimbursement and population have driven a trend towards self-medication. The increasing cost of Rx (prescription) medicines to payer groups (health insurers and governments) has resulted in payer groups encouraging self-medication with OTC products. Future growth in the OTC market will also be driven by the increasing number of retailers looking to sell their own ’private-label’ OTC products in order to obtain high retail margins. Consumer demands for easy access, low cost, effective products and their increasing knowledge of medicines are important drivers of future OTC switching activity.