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Making commercial sense of OTC switching
Τρίτη 15 Σεπ 2015
Switching
0
Switching medicines from prescription to OTC status is a key driver of growth for the consumer healthcare industry worldwide, but the process is risky and success is patchy.

Over the past five years, several companies have successfully switched medicines into traditional non-prescription product categories such as allergy remedies and heartburn products, especially in the US, points out Edition 5 of NEW IDEAS BETTER WAYS, the quarterly OTC Innovations review published by OTCToolbox (click here to find out more).

However, some high-profile attempts to create new OTC product categories have failed, says the new publication, citing the example of Pfizer's recent decision to "terminate" its programme to switch the cholesterol-lowering drug Lipitor (atorvastatin) in the US.

The 67-page publication looks at switch opportunities worldwide including switch candidates and geographic regions/countries.

According to Andy Tisman – global senior principal for Consumer Health at IMS Health – promising areas for switching include acne, erectile dysfunction, oral contraception, overactive bladder and pain relief.

Tisman believes that some indications – such as asthma and hypertension – are always going to be challenging when it comes to switching. “The medical profession regards them as conditions that can easily get out of control with serious consequences including death,” he notes.

Switching medicines for symptom-free conditions

Commenting on medicines for treating symptom-free conditions, Tisman says it is possible to switch these medicines but candidates need to be evaluated on a “case-by-case” basis.

Tisman urges companies to evaluate all switches on a “case-by-case basis”, as each one is different. “There aren’t any general rules governing the market share that can be captured by a switched product or the size of the switched product compared to the prescription product,” he says, noting that IMS Health has done a lot of work in this area. 

The importance of having a long-term development plan for the switched product is also highlighted by Tisman. He points out that RB’s Nurofen pain relievers and Bayer’s Canesten antifungals have been revitalised on a regular basis through heavy innovation programmes.

Edition 5 of NEW IDEAS BETTER WAYS also covers switching in Europe in detail. "Switching medicines to non-prescription status in Europe can be expensive, time-consuming and challenging, both at the national and European level," says Deborah Wilkes, Editor & Publisher of OTCToolbox. "With no guarantee of a return on investment for newly-switched medicines, there is an urgent need for a step change in Europe."

Learnings from ellaOne in Europe

The publication also reports on the learnings from HRA Pharma, which has just successfully switched the ellaOne emergency contraceptive through Europe's centralised procedure.

The need to change the behaviour of key stakeholders is also discussed at length in the OTCToolbox publication. "Changing the behaviour of key stakeholders – including consumers, healthcare professionals and regulators – lies at the heart of any successful switch of a medicine from prescription to non-prescription status," writes Wilkes, adding that "companies should also be prepared to rethink their own behaviour and expectations".

Edition 5 of NEW IDEAS BETTER WAYS can be purchased and downloaded immediately from the OTCToolbox website (click here to find out more).

Πηγή:  OTC Tool Box

Σχετικά Άρθρα
  • Τετάρτη 16 Σεπ 2015
    Switching
    0
    Changing the behaviour of key stakeholders – including consumers, healthcare professionals and regulators – lies at the heart of any successful switch of a medicine from prescription to non-prescription status. Companies should also be prepared to rethink their own behaviour and expectations.
     

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