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Orally Dissolving Competition Lurks For Prevacid 24HR, Other OTC PPIs

This article was originally published in The Pink Sheet

Executive Summary

While GSK Consumer Healthcare's latest ad campaign for Prevacid 24HR features "Lurker," a fireball character who educates consumers on the risk of recurrence of heartburn, oral disintegration of an active ingredient is the latest differentiator in the OTC PPI category.

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