Market Research Reports: Rx-to-OTC Switch

This comprehensive report provides subscribers with objective, independent forecasts of future Rx-to-OTC switches in emerging markets and their expected impacts on the OTC market. This analysis provides forecasts of future switches to both OTC and BTC status in existing nonprescription categories and projections for new categories. Subscribers also have access to Kline’s interactive Future View Forecasting Model. The study provides an analysis of:

• Overview of the OTC and Rx markets in each country
• Comparative analysis of prescription and over-the-counter markets
• Regulatory issues
• Safety/efficacy issues
• Potential OTC indications and claims
• Likelihood of switch and expected timing
• OTC market potential, sales forecasts, and growth potential

The cost of prescription medicines is a major global economic and social issue. Many health regulatory agencies are focused on Rx-to-OTC or Rx-to-BTC switches as a way to help curb escalating prescription drug spending. At the same time, several major prescription drugs have recently lost, or will soon lose, patent protection. The market is ripe for new Rx-to-OTC switches and entirely new OTC categories.

Emerging markets, such as Russia and China, offer high growth opportunities for OTC marketers however, the switch approval process is not as clearly defined in these markets as it is in the developed markets. In Russia, the government is investing $4 billion (120 billion rubles) on its Pharma 2020 initiative to increase the amount of drugs that are manufactured within Russia, which to date has been characterized as an import-dependent market.

In China, the sheer size of the population, the large aging population, increased income levels and health awareness make for a ripe OTC market with vast growth potential. Both the Chinese and Russian markets are looking at OTC or BTC availability as a way of reducing prescription drug expenditures for its respective health ministries.

In these markets, consumers have more healthcare information available to them than ever before, through the Internet, and a general thirst for healthcare information in the media. Self-care is something that consumers, third party payers, the pharmaceutical industry, and even physicians agree can often reduce costs and improve health outcomes. Patients with chronic conditions are often well informed about their condition and are able to use medicines correctly. As a result of the convergence of all these factors, the stage is set for more Rx-to-OTC switches.

The report is organized into three sections as follows:

China

Russia

FutureView Forecasting Model

In forecasting Rx-to-OTC switches, a variety of factors are at play in each market that can affect the timing of switches. Competitive pressures, regulatory hurdles, and patent expirations each play significant roles in switch timing. Therefore, each drug will be analyzed on a case-by-case basis, and the forecast time horizon may differ for each. Forecasts extend at least three years post-switch in each case.

For pharmaceutical marketers, Emerging Markets Rx-to-OTC Switch: Forecasts and Opportunities examines key issues and implications that an Rx-to-OTC switch could have on the existing OTC business and identifies opportunities for future growth from switches in China and Russia. Accurately predicting Rx-to-OTC switches and assessing their impact is crucial for maximizing business opportunities, minimizing threats, and successfully constructing longterm strategic plans.

Specifically, the report provides subscribers with the following key deliverables:

• Up-to-date primary research on switches conducted with knowledgeable industry participants within China and Russia
• An objective perspective on future switches
• An understanding of the implications of future switches for existing OTC markets and brands
• Identification of future opportunities by identifying drugs with high likelihood of switch, in which markets, with what timing, and what sales potential
• Forecasts of major switches, including timing, brand sales, and both prescription and over-the-counter market sales

Forecasts in this report are generated with Kline's FutureView Scenario Forecasting Model. With the enhanced forecasts, subscribers can see how adjustments in the assumptions behind the forecasts can bring about different results.

As the leading consultancy on Rx-to-OTC switches, Kline has developed a program based heavily on primary research (field and phone interviews) that has proven to be most effective and reliable in preparing switch forecasts. The forecasts, data, and insights provided in this report are based on both primary and secondary sources, building on Kline & Company's extensive database of OTC industry information. Emerging Markets Rx-to-OTC Switch: Forecasts and Opportunities leverages our contacts in the industry and employs the use of primary research to capture insights and information available from a wide range of industry experts and opinion leaders. Kline's seasoned consultants will conduct detailed in-person and telephone interviews in China and Russia in the native languages in each country with the following knowledgeable stakeholders: executives in the pharmaceutical industry in brand management, regulatory affairs, business development, finance, licensing, and research and development functions, officials at health ministries/regulatory agencies, major third-party payers (government or private), and other relevant groups, including retailers, wholesalers, pharmacists, and physicians.

In addition to primary research, the study draws upon relevant secondary data, including regulatory information obtained from health ministries and patent searches. In forecasting Rx-to-OTC switches, a variety of factors are at play in each market that can affect the timing of switches. Competitive pressures, regulatory hurdles, and patent expirations each play significant roles in switch timing. Therefore, each drug will be analyzed on a case-by-case basis, and the forecast time horizon may differ for each. Forecasts extend at least three years post-switch in each case.