Rx-to-OTC Switching: Market Issues & Strategies

1 Executive Summary
1.1 OTC Market Introduction
1.2 Scope and Objectives of Report
1.3 Methodology of Investigation
1.4 Limitations of the Research
2 Introduction
2.1 Market and Competition Overview
2.2 OTC Vs. Prescription: Differentiating Factors
2.3 Marketing Theory of Prescription-to-OTC Switching
2.3.1 Product Life Cycle Considerations
2.3.2 The FDA’s Role and the Example of Allergy Drugs
3 Market Dynamics in the Rx-to-OTC Switch
3.1 Impact of Aging Population, Healthcare Economics, and Role of Payors
3.2 Roles of Pharmacists, Physicians, and Other Healthcare Professionals
3.2.1 OTC and Prescription Drug Interactions
3.2.2 Influence of Drug Companies and DTC Advertising on Physician Prescribing
3.2.3 The Third Drug Tier: Pharmacist Recommendations
3.3 Impact of DTC Brand Advertising and Consumer Views
3.4 Regulatory Power of the FDA
3.5 Patents and Generic Formulations: OTC Potential
3.6 Company Marketing Expertise Requirements
3.7 Pricing Considerations
3.8 OTC Drug Costs: Formulation, Launch, Promotion, Packaging
4 Current and Future Drug Switches
4.1 Current OTC Drug Classes and Recent Switches
4.1.1 Past Seen in Present, Foretells Future
4.1.2 Who Really Controls New Switches?
4.2 New Classes of OTC Drugs: Dual Status and Pharmacist Recommended
4.3 Future Rx-to-OTC Switches
4.3.1 Predictive Overview
4.3.2 Drugs With Highest Switch Potential
4.3.3 Antibiotics
4.3.4 Asthma Medications
4.3.5 Statins
4.3.6 Obesity Drugs
4.3.7 Antifungals
5 U.S. Market Analysis
5.1 Total Market Size and Growth
5.2 Allergy, Asthma, Cold, Cough, and Sinus Medications
5.3 Analgesics/Pain Relievers
5.4 Gastrointestinal Drugs/Heartburn Treatments
5.5 Antifungal Agents
5.6 Nicotine Replacement/Smoking Cessation Products
5.7 Hair Growth Stimulants
5.8 Competitor Analysis
6 Case Studies
6.1 AstraZeneca's Prilosec OTC Challenge
6.2 Pepcid and H2 Antagonists: Finding OTC Life After Rx
List of Tables

Table 4-1 Number of U.S. Rx-to-OTC Drug Switches 1990-2003
Table 4-2 Selected Major Rx-to-OTC Switched Drugs 1990-2003
Table 4-3 Patent Expiries and U.S. Sales of Major Prescription Drugs
Table 4-4 OTC Switch Potential of Major Prescription Drugs
Table 5-1 U.S. Market Size and Growth for Major OTC Drugs by Type 2002, 2007
Table 5-2 U.S. Market Size and Growth for OTC Allergy Drugs by Type 2002, 2007
Table 5-3 U.S. Market Size and Growth for OTC Gastrointestinal Drugs by Type 2002, 2007
Table 5-4 U.S. Market Size for OTC H2 Antagonist Drugs by Brand 2002
Table 5-5 U.S. Market Size and Share for OTC Nicotine Replacement Drugs
by Brand/Type 2002
Table 5-6 U.S. OTC Drug Market Size and Share by Manufacturer 2002



List of Figures

Figure 4-1 Number of U.S. Rx-to-OTC Drug Switches 1990-2003
Figure 5-1 U.S. Market Size for Major OTC Drugs by Type 2002, 2007
Figure 5-2 U.S. Market Size for OTC Allergy Drugs by Type 2002, 2007
Figure 5-3 U.S. Market Size for OTC Gastrointestinal Drugs by Type 2002, 2007
Figure 5-4 U.S. Market Size for OTC H2 Antagonist Drugs by Brand 2002
Figure 5-5 U.S. Market Size for OTC Nicotine Replacement Drugs by Brand/Type 2002
Figure 5-6 U.S. OTC Drug Market Size and Share by Manufacturer 2002