There is currently a growing interest in Rx-to-OTC switching which is being driven by the success of major new 'switches ', consumers taking greater interest in their health, and stakeholders and governments actively encouraging self-medication to control costs. The new report ?eRx-to-OTC Switching Strategies:Lifecycle management and building brand equity in the US,EU and ROW ?fprovides a detailed analysis of the current and future global environment for Rx-to-OTC switching.This report analyzes the key issues,markets,trends, prospective switch candidates and case studies outlining best practices, enabling you to develop effective strategies for lifecycle extension. What makes this report different to other Rx-to-OTC switching reports? This report draws heavily from a unique survey,interviews and detailed contributions from directors,senior managers and marketers of Rx medicines and OTC products at major and medium-sized manufacturers,Rx-to-OTC switching strategic consultants,academics,and experts at industry associations based in US,Europe and ROW.
Table of Contents
Rx-to-OTC Switching Strategies
Executive Summary
- An introduction to OTC markets
- Rx-to-OTC switching in major markets
- The Rx-to-OTC market in the US
- The Rx-to-OTC market in Europe
- The Rx-to-OTC market in the rest of the world
- Rx-to-OTC switching strategies
- Rx-to-OTC switching best practices
Contributors to this report
Chapter 1
An introduction to OTC markets
- Summary
- Introduction
- Defining Rx-to-OTC switching
- Key OTC therapeutic categories
- Key OTC product companies
Chapter 2
Rx-to-OTC switching in major markets
- Summary
- Introduction
- Advantages and disadvantages of Rx-to-OTC switching
- Consumers
- Governments
- Pharmaceutical and OTC companies
- Healthcare professionals
- Major therapeutic categories with future Rx-to-OTC switch candidates
- Key drivers of Rx-to-OTC switching
- Government and regulatory drivers
- Manufacturer drivers
- Retailer drivers
- Consumer drivers
- Switching strategy focus -- Europe v US
Chapter 3
The Rx-to-OTC market in the US
- Summary
- Introduction
- Rx medicine sales
- Generic competition
- Regulation of Rx and OTC medicines
- Regulatory approval of Rx-to-OTC switches
- The impact of regulation
- Potential improvements
- Possible pharmacy-only OTC classification
- Pseudoephedrine laws
- Changes in pharmacy stores
- Pricing considerations
- Reimbursement by privately-funded health insurance
- Reimbursement by taxation-funded health insurance
- Rx-to-OTC trends
- Future drug switches
- Future drivers
- Regulatory environments
- Sales and marketing
- Saturated therapeutic categories
- Pricing and profitability
- Support of healthcare professionals
Chapter 4
The Rx-to-OTC market in Europe
- Summary
- Introduction
- Rx-to-OTC switching
- The impact of regulation
- UK
- Growth in the UK OTC market
- Rx-to-OTC switching in the UK
- Rx-to-OTC trends
- Pending drug switches
- Future drug switches
- Future drivers of switches
- France
- Regulation of Rx medicines and OTC products
- Advertising of OTC products
- Retail outlets for OTC products
- Pricing and profitability
- Size of the OTC product market
- Rx-to-OTC switches
- Germany
- Regulation of Rx medicines and OTC products
- Advertising of OTC products
- Retail outlets for OTC products
- Pricing
- Size of the OTC product market
- Rx-to-OTC switches
- Italy
- Regulation of Rx medicines and OTC products
- Advertising of OTC products
- Retail outlets for OTC products
- Pricing and reimbursement
- Government promotion of self-medication
- Size of the OTC product market
- Rx-to-OTC switches
Chapter 5
The Rx-to-OTC market in the rest of the world
- Summary
- Australia and New Zealand
- Regulation of Rx and OTC medicines in Australia
- Reclassification to OTC status in Australia
- Regulation of Rx and OTC medicines in New Zealand
- Rx-to-OTC reclassification approvals in New Zealand
- Regulatory environments
- Pricing considerations
- Rx-to-OTC trends
- Future drivers of switches
- Japan
- Regulation of Rx medicines and OTC products
- Advertising of OTC products
- Retail outlets for OTC products
- Pricing
- Rx-to-OTC switching
Chapter 6
Rx-to-OTC switching strategies
- Summary
- Introduction
- Product lifecycle management and building brand equity
- Product differentiation
Chapter 7
Rx-to-OTC switching best practices
- Summary
- Zocor Heart-Pro (simvastatin) in the UK
- The UK POM statin market
- Indication and guidelines for GPs and pharmacists
- Stakeholder consultation before the switch
- Marketing and pharmacist training campaigns for OTC Zocor Heart-Pro
- Patients adherence to statin therapy
- Reimbursement of Rx Zocor compared to the cost of OTC Zocor Heart-Pro
- Healthcare professionals opinion of OTC Zocor Heart-Pro
- Sales of OTC Zocor Heart-Pro
- Implications for the future
- Switching statins in the rest of Europe
- Switching statins in the US
- Switching statins in New Zealand and Australia
- Lovenelle (levonorgestrel) emergency post-coital contraceptive pill in the UK
- Plan B (levonorgestrel) in Canada
- Plan B (levonorgestrel) in the US
- Second generation proton pump inhibitors (PPIs)
- Claritin (loratadine) in the US
- Xenical (orlistat) in Australia and New Zealand
- Private-label OTC product
- Galpharm Healthcare in the UK
- Leiner Health Products in the US
Chapter 8
Appendix
- Primary research methodology
- Pharmaceutical executive survey
- Expert interview details
- Secondary research methodology
- References
- Index
List of Figures
- Figure 1.1: Key differences between Rx and OTC medicines
- Figure 1.2: Predictions of annual growth in OTC sales
- Figure 1.3: Expected sales growth across OTC therapeutic categories
- Figure 2.4: Leading OTC therapeutic categories ranked by anticipated switching activity
- Figure 2.5: Relative importance of Rx-to-OTC switching drivers
- Figure 2.6: Markets where switching strategies will be focused
- Figure 3.7: OTC medicine approvals in the US, 1996-2003
- Figure 4.8: Rx-to-OTC switches in the EU and US, 1983-2002
- Figure 4.9: Rx-to-OTC switches by therapeutic category in the EU, 1983-2002
- Figure 4.10: Rx-to-OTC switches by therapeutic category in the US, 1983-2002
- Figure 6.11: Pharmaceutical companies anticipating switching Rx medicines to OTC status in the next five years
- Figure 6.12: Number of Rx medicines that pharmaceutical companies anticipate switching in the next 5 years
- Figure 6.13: Strategies companies use when switching a medicine from Rx to OTC status
- Figure 8.14: Location of pharmaceutical executives surveyed
List of Tables
- Table 1.1: Differences in medicine classifications and outlets across the major markets
- Table 1.2: Key OTC therapeutic categories and US sales, 2004
- Table 1.3: Major companies in the global OTC market
- Table 1.4: Major companies operating in the US OTC market only
- Table 1.5: Major companies operating in the European OTC market only
- Table 1.6: Major companies operating in the Japanese OTC market only
- Table 2.7: Advantages and disadvantages of Rx-to-OTC switching
- Table 3.8: The effect of switching Prilosec and Claritin on Rx medicine formularies and patient co-pays
- Table 3.9: OTC retail sales in the US, 2001-2004
- Table 3.10: High and low growth OTC categories in the US, 2001-2004
- Table 4.11: OTC medicine sales in the UK, 2003-2004
- Table 4.12: POM-to-P switch candidates in the UK, 2002
- Table 4.13: POM-to-P switch candidates in the UK, 2002 (contd)
- Table 4.14: POM-to-P switches in the UK, 2001-2005
- Table 4.15: Non-prescription sales in France (€m), 2002-2004
- Table 4.16: Rx-to-OTC switches in France, 1996-2004
- Table 4.17: Non-prescription sales in Germany (€m), 2002-2004
- Table 4.18: Rx-to-OTC switches in Germany, 2001-2004
- Table 4.19: Non-prescription sales in Italy (€m), 2002-2004
- Table 4.20: Rx-to-OTC switches in Italy, 2003
- Table 5.21: OTC sales in pharmacies in Australia (AU$bn), 2001-2003
- Table 5.22: Rx-to-OTC switches in Australia, 2003-2004
- Table 5.23: Definition and classification of pharmaceutical and medicinal products in Japan
- Table 5.24: Rx-to-OTC switches in Japan, 2000-2004
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