Rx Brand to OTC Brands - Suggested Steps

OTC - Over The Counter Drugs

Its a " dream " of many brand managers to take their brand from Rx to OTC category . For this dream to get fulfilled i would like to present a few steps . ( I have consulted my friends in PMT and a special thanks to all of them )

Introduction

Advantage of Switching to OTC Brand

·        Pushes the Growth

o  Pushes an off patent brand into new life cycle growth with pushing by experts recommendation

o  Target of the new OTC brand is the user of competitor OTC brand who is not happy

·        Switching to OTC brand also impacts the sales of other Rx Brand

Points to consider for OTC approach  

·        Strong regulatory paperwork before launch

o  Get the health authority approval for the molecule to be promoted as OTC brand

o  Safety of the molecule plays a vital role in this

o  Communicate how the molecule or formulation

o  The claims and wordings on labels are crucial for end consumer

·        Encash Brand Awareness

o  Plan to use the Rx brand awareness of the present audience ( doctors & retailers )

o  If launched without brand awareness then it will take years of investment to gain the advantage

·        Ensure Rx ber base is intact during change from Rx to OTC

o  BRAND becomes an OTC BRAND after years of prescription support and availability at the medical retail counters           

o  Maintain the list of these doctors and don’t loose them

·        Strong Distribution

o  When distributors push a brand to retail counters it comes under the category of OTX (a combination market in which products are promoted to doctors and simultaneously promoted subtly to the end consumer through the doctors)

·        Identify How is your product different from the present OTC competitor

o  The new launch OTC brand should have an added advantage vs present OTC options to meet the unmet needs of the customer 

o  The target therapy should be in which self-selection is there by the consumer

o  Brand should have recognizable point of difference as compared to present treatments

o  Should have safety record

o  Indicated for a short term or milder conditions

·        First Mover Advantage

o  Ensures long term advantage

o  If not first mover then back up with a differential market planning

·        Strong Demand Generation Model

o  Identify which area will give more sales

o  Take into account New OTC sales will also help to convert present sales of Rx brand into your sales

o  Frequency of symptoms, treatments , units of brand to be used per episode

o  Cushion effect for the sales impact due to change in consumer perception from Physician brand to OTC

o  Focus on strong DIRECT TO CONSUMER advertising otherwise it will become a OTX brand and will rely on retailer to push

·        Involve retailers & Doctors before launching

o  Train them for the pre launch and post launch campaign

o  Ensure they understand your brand

o  Doctors should be consulted for indications  , and it should be clear to them that

·        Identify RIGHT COMMUNICATION

o  Identify touch points

o  Create advertising around it

·        Experienced sales force

o  Technical knowledge , grip on retailers for availability

o  Ensures right communication goes to the market

·        Strong distribution network

o  Select the right Distribution network – To pass the confidence amongst retailers and will give the right placement and shelf share on the counters

·        Retail schemes should not be generic , BE INNOVATIVE

o  Focus on visibility for recall and schemes for retail as it takes time for pull to be generated

o  Example is display scheme

·        Right mix of communication

o  AV,Recall media,BTL Activity

o  Ensure they cover all the touch points

I am a learner, still learning from the industry and people across hierarchy , verticals , industry and walks of life

This is written with an aim to share what i have acquired from the learned people of the industry

Everyone is open to add to this :)