Is an Rx-to-OTC move the right prescription to protect pharma revenues and cut healthcare costs?

The growing cost of developing novel drugs, combined with the fact that fewer such drugs are gaining regulatory approval from year-to-year, is leading the cost-conscious pharmaceutical industry to make increasing use of lifecycle management techniques. The introduction of a behind-the-counter classification in the US would increase the possibilities for switching Rx drugs to protect market share. During 2002-06, the FDA approved three times as many reformulated products as novel entities and the pharmaceutical industry is set to increase its use of such lifecycle management (LCM) techniques. The advantages of LCM strategies are manifold, but they are ultimately employed to either increase or prolong the revenues of a given brand. With reformulated products taking less time and therefore less money to develop, due to clinical... [read full story]