{"id":3480,"date":"2004-01-01T00:00:00","date_gmt":"2004-01-01T00:00:00","guid":{"rendered":"http:\/\/www.pharma-mkting.com\/index.php\/2004\/01\/01\/pmn31-article04\/"},"modified":"2019-02-18T18:03:35","modified_gmt":"2019-02-18T18:03:35","slug":"pmn31-article04","status":"publish","type":"post","link":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/pmn31-article04\/","title":{"rendered":"Strategies for Overcoming the Internal Challenges between Rx and OTC"},"content":{"rendered":"<p>Strategies for Overcoming the Internal Challenges between Rx and OTC        Real-Life Case Studies<br \/>Why is the decision to switch from Rx to OTC usually considered a challenge? Is it because Rx and OTC marketing are seen as two separate sectors of a drug&#8217;s product life cycle, with OTC always serving as the final stage? Or is it the stigma of lower profitability, deserved or not, that OTC-only marketing carries? These perceptions &#8211; or misconceptions &#8211; may sometimes cause a company&#8217;s general management to be reluctant to concede to switching until the optimal timing for maximizing the contribution of a brand has passed.  <\/p>\n<p> In fact, OTC is a strategic option for extending a product&#8217;s revenue stream and is not automatically the death knell to the prescription business. If Rx and OTC marketers construct a master life cycle strategy together, they can turn the paradigm of switching from a risk to an opportunity. <\/p>\n<p> That was the message delivered by Bruce Lifka, Senior Director, Hair Growth and Rx\/OTC Switches for Pfizer, at The Institute for International Research&#8217;s RX to OTC Switch Marketers Forum held in Philadelphia in November, 2003.     <\/p>\n<p> The article: <\/p>\n<ul>\n<li>discusses switching in context of targeting different patient types in which a category expansion strategy would not erode patient office visits, <\/li>\n<li>provides several real-life cases where switching was an effective brand-building strategy, and <\/li>\n<li>suggests a strategy for aligning corporate goals and incentives to facilitate the change from product management to molecule management. <\/li>\n<\/ul>\n<p><b>Read this article now. It&#8217;s FREE&#8230;<\/b> <\/p>\n<p><b><a href=\"http:\/\/www.news.pharma-mkting.com\/pmn31-article04.pdf\">Download PDF file<\/a><\/b><\/p>\n<\/p>\n<p>  PMN31-04<br \/> Issue: Vol. 3, No. 1: January 2004<br \/> Word Count: n\/a  <\/p>\n<p> <b>Find other articles in related Topic Areas:<\/b>  <\/p>\n<ul>\n<li><a href=\"http:\/\/www.news.pharma-mkting.com\/PMNstrategyReprints.htm\">Strategic Marketing &amp; Planning<\/a> <\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Why is the decision to switch from Rx to OTC usually considered a challenge? Is it because Rx and OTC marketing are seen as two separate sectors of a drug&#8217;s product life cycle, with OTC always serving as the final stage? Or is it the stigma of lower profitability, deserved or not, that OTC-only marketing carries? These perceptions &#8211; or misconceptions &#8211; may sometimes cause a company&#8217;s general management to be reluctant to concede to switching until the optimal timing for maximizing the contribution of a brand has passed.<\/p>\n","protected":false},"author":2,"featured_media":13101,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[53,6],"tags":[],"topic":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Strategies for Overcoming the Internal Challenges between Rx and OTC - Pharma Marketing Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/pmn31-article04\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Strategies for Overcoming the Internal Challenges between Rx and OTC - Pharma Marketing Network\" \/>\n<meta property=\"og:description\" content=\"Why is the decision to switch from Rx to OTC usually considered a challenge? Is it because Rx and OTC marketing are seen as two separate sectors of a drug&#039;s product life cycle, with OTC always serving as the final stage? Or is it the stigma of lower profitability, deserved or not, that OTC-only marketing carries? 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