Healthy Skepticism Library item: 9602

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Journal Article

Madhavan S, Schondelmeyer SW.
Taking it over the counter: Part 1
Pharmaceutical Executive 1987 Apr; 7:78, 80, 82

Abstract:

The results of a survey of 90 pharmaceutical executives who were asked to rate the degree to which various factors would influence their consideration of switching a prescription drug to over-the-counter status are presented. There were 42 useable responses. The ratings of the deciding factors suggested 4 main categories of influential factors. Three categories represent general strategies that could motivate companies to seek FDA approval for an Rx-to-OTC switch: offensive, fortification, and defensive strategies. The fourth category represents external factors that may affect a company’s decision to switch a product. Offensive strategies, including increasing the market size or company profit, were ranked most important. Fortification strategies, such as publicizing the product’s effectiveness, ranked second in importance while the defensive strategies, such as reacting to decrease in prescription sales of the drugs, ranked third. External factors, such as lowering consumer costs, ranked lowest. It was concluded that regardless of the primary impetus for a switch, companies should consider its impact from all perspectives.