“Edgewood provides a wealth of experience and a needed perspective on what it takes for a successful switch. Their insights on how to go to market are incredibly valuable to setting strategy.” – Phil Kantor,
Former Marketing Director,
Novartis Consumer Health

Rx to OTC Switches

Switching a product from the pharmacy to over-the-counter (OTC) can be a game-changing opportunity for both Manufacturers and Retailers. In many cases, successful switches have revitalized mature categories by fueling tremendous growth in sales, new customers, and marketing activity. However, in some instances, Manufacturers have paid a high price for licensing and marketing investment only to see their switch underperform at retail.