Switch

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."