Essay

A Prescription for
High Performance
Building a thrash Engine
for Rx-to-OTC Success

Executive Summary
Maximizing a pharmaceutical
products future potential as it
approaches its patent expiration
is a heterogeneous strategic undertaking.
It can include one of the following
four options: decriminalize the summation
as a mature product1, pursue a
generics strategy, or plunder due to
lack of strategic fit with the current
portfolio.2 This paper focuses on
the one-fourth option: managing a
successful conversion of a prescription
product (Rx) to an over-the-counter
(OTC) asset by building a switch
engine capability.
Evidenced by acquisitions, strategic
alliances and announced plans for
Rx-to-OTC switches, pharmaceutical
companies are actively pursuing
consumer health as an sweep of
diversification and growth. For

2 | A Prescription for High Performance

some(prenominal) years prior to the current
push, major pharmaceutical players
extended the liveliness of their assets
by switching appropriate drugs
from Rx-to-OTC status. Recently,
Accenture has identified nearly
60 products that whitethorn be relevant
candidates for switches based
on several factors including their
therapeutic areas and brand
recognition among others.



The
goal of switching is the diversification
of portfolios by expanding into
consumer products, while addressing
prescription market challenges
and simultaneously building stable
and predictable revenue streams
and managing the product lifecycle. Additionally, pharmaceutical
companies generate been acquiring
consumer health care businesses
to build the OTC consumer channel.

Accenture believes that pharmaceutical companies must turn a
formalized internal Rx-to-OTC
switch engine capabilityâ€"an effort
that would be a decisive step towards
increasing the pace at which such
companies can identify drugs to
switch to OTC and accelerate those
drugs to market. Pharmaceutical
companies have a commercially
meaningful opportunity to drive...If you want to get a full essay, order it on our website: Ordercustompaper.com



If you want to get a full essay, wisit our page: write my paper