Rx/OTC Market Strategy
Situation: With a strong market position for its current drug and 5+ years of remaining patent protection, the client needed to be responsive to the threat of new Rx entrants, impending category generic competition, and the potential for competitor Rx-to-OTC switches.
Objective: Determine the optimal mix of Rx and OTC strategies to maximize the value of an approved drug.
Analysis: Our approach relied on comprehensive qualitative analysis that included significant patient, physician, and managed care primary research complemented by legal, FDA, and other competitive intelligence. Based on the extensive foundation of market dynamic knowledge, we created a bottom-up demand based market forecasting model which was used for iterative scenario planning.
Result: Our analysis resulted in a clear identification of the most important market variables and their relevant threshold points as well as clearly understood contingency strategies to be implemented if market dynamics call for them.
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