OTC Statins - The UK Experience

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Price: $1,900.00

Publication Date: 2004-11-25

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The world's first OTC statin was launched in July 2004, with the approval of Zocor Heart-Pro in the UK. As the first market worldwide to experience the switch of a statin from a Prescription-Only to Pharmacy-Only medicine, the UK approach and response to the launch provides invaluable insight into the future of OTC statins in other markets.


Scope

  • Overview of the consultation process and pre-launch activities associated with the launch of Zocor Heart-Pro in the UK, with views of key stakeholders
  • Complete analysis of marketing strategy and promotional materials used to support pharmacy and consumer campaign


    • Report Highlights
    Generic simvastatin captured 80% of total simvastatin POM sales within 12 months of patent expiry; the rationale for seeking new markets through OTC sales of statins would appear rational. However one of the crucial success factors to uptake will be what alternative patients have for obtaining POM statins more cheaply.

    As OTC statins can only be sold in pharmacies, obtaining buy-in from pharmacists through full consultation and providing complete training materials is essential to persuade pharmacists of the value and suitability of selling statins over the counter.

    Given the low understanding of cholesterol and cardiovascular risk, a simple marketing message supported by a lifestyle modification programs is needed to sustain long-term use of OTC statins and to gain the endorsement of the switch from other stakeholders


    Reasons to Purchase

  • Understand the importance of consultation with a wide net of stakeholders prior to planning launch strategy and the central role of pharmacists
  • Identify factors that make other markets such as Ireland more suitable for launch of OTC statins than the UK market

    • Table of Contents

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