An agency bellwether, PHCG is hoping to return to growth after a tame 2012, its CEO said this week.
A study of advertising for OTC switches found that presentation of risk information plummeted once the products advertised escaped the purview of the FDA.
The drugmaker is paying $250 million to Nexium marketer AstraZeneca for the rights to sell an OTC version, in a deal that may signal a deepening relationship between the two firms.
Pfizer is reportedly weighing an attempt at an over-the-counter (OTC) switch for Lipitor - a move that could help the company recoup some of its losses when the $11 billion drug loses US exclusivity in November -- but the reception from analysts has been muted so far.
Novartis Consumer Health launched OTC Prevacid with a $200 million marketing campaign featuring the tagline: "When you've had it with heartburn."
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