History and Impact of the Rx-to-OTC Switch 1996
Published April 1996
This study includes 12 comprehensive case studies of the most significant
drugs switched from prescription to nonprescription status in the United
States since 1984. It provides an overview of the brands and the markets
into which the switches occurred. Each case study contains market size
and share data, product pricing, the history of marketing activities,
regulatory environment, product launch strategies, retail reception,
effects of the switch on the prescription leave-behind, and an overview
comparison of success in relation to other switches.
(Y327)
Contact
|
