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WHITE PAPER
Switching from Rx to OTC: Next generation switches leveraging real-world data and evidence
A win for all healthcare stakeholders
Sep 27, 2023
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  • Switching from Rx to OTC Next generation switches leveraging real-world data and evidence
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Whitepaper Introduction – The switch environment today

Prescription (Rx) to over the counter (OTC) switches have been, and remain, a key growth driver for the OTC industry, playing an integral role in innovation and delivery of strong sales performances over many decades.

In the US, the impact of switch heritage has been considerable, contributing to €2.7 billion in sales in 2022, or 55% of total sales. Ten of the top 20 non-prescription brands in the US owe their success to switches.

Switch heritage has also been a growth driver in Europe, generating €1.4 billion in sales in 2022, or 42% of total sales. Eight of the top 20 brands in Europe are from switch heritage.

These figures underscore the strategic importance of Rx-to-OTC switches as a catalyst for growth and innovation in consumer health...

Drivers for Rx-to-OTC switch

Self-care is the future, with consumers worldwide desiring more access to healthcare, and more control over their own care, while governments and payors look to reduce costs by pushing people to adopt healthier lifestyles and self-manage more conditions when safe to do so – Rx-to-OTC switch, therefore, is a win for all healthcare stakeholders.

It will be imperative for the Consumer Health industry to ‘get smart’ in the age of omnichannel engagement, using various approaches to offer seamless, value-adding engagement experiences for HCPs.

In this whitepaper, we explore the key success factors in Rx-to-OTC switches, case studies, the accelerating use of digital tools and other innovations, as well as the types of Real-World Evidence that may be acceptable for regulatory decision-making.

A viewpoint from the consumer health industry

Dr. Vidhu Bansal-Dev, Vice President, Rx to OTC Switch and Digital Transformation, Haleon US, shares her own perspectives on how to ensure a robust future for switch, helping people live better, healthier lives, while improving public health.

Download your free copy

Our whitepaper “The Next Generation of Rx-to-OTC Switch” is available to download for free on this page. Thank you to our authors, Julie Aker, Dr. Volker Spitzer, Michelle Bulliard, Dr. Vidhu Bansal-Dev, and Matt Stewart.

IQVIA Consumer Health helps you bring the next ground-breaking switch to market. Our team of experts cover the whole switch journey, from identifying the right candidate, building, and executing clinical trial programs, navigating regulatory pathways, to bringing your switch to market.

Tap into the experience you need for switch success, click the CONTACT US button or visit our Product & Claim Development page.

To hear more from our authors and dive deeper, watch back Switch On! The Next Generation of Rx-to-OTC Switch

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