Rx-To-OTC Switch - The Strategies Behind Switches.

Description:

From prescription medicines to the battle for non-prescription market share. Facts, Figures, In-depth analysis of past and present corporate, and specific branded medicines switch strategies from prescription-only market positions to consumer oriented branded non-prescription status, including a profound evaluation of the results obtained. The author, a senior executive with a major global pharmaceutical company,anticipates the tremendous changes the European healthcare systems will face. The most evident of which is the overhaul of European welfare systems in dramatic financial deficit situations.

subjects: Rx drugs,  OTC medicines,  pharma marketing,  switches,  pharmaceutical products,  drug commercialization,  medical brands,  consumer healthcare