A new wave of Rx-to-OTC products will drive OTC growth in the long term. Lessons learned will help marketers maximize success for future brands. Marketers should consider four factors when determining the factors that will impact the success of an Rx-to-OTC switch: Are consumers dissatisfied with current OTC offerings in that category? Will marketers make sufficient investments to support the product? Will market conditions support or hinder the launch? And finally, which marketing levers are critical to increase the probability for success?
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