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Revised 27 June 2003.

Abstract

Under the broad umbrella of generic pharmaceuticals, this paper looks at the specific question of prescription-only medicines to pharmacy switches. Based on an understanding of the current pharmaceuticals market and many successful years' experience of implementing over-the-counter (OTC) switches, the authors offer advice on how to maximise profitability when making the switch to a generic product. The paper covers all aspects, from the initial choice of which product to switch through to the factors, both internal and external, that need to be considered to ensure a successful and profitable switch to OTC. Despite the clear benefits in managing the process well, many companies in the industry still fail to do so. Those who have learned quickly how to handle the specific challenges faced in switching to OTC, and who have developed practices and processes to cope with these, are leading the market and will continue to do so.