Oxytrol OTC Success Depends On Driving Behavioral Changes
This article was originally published in The Pink Sheet Daily
Merck’s Oxytrol for Women could set the stage for other OTC switches indicated for chronic conditions, but the lifestyle changes recommended with the drug could be a hurdle. Oxytrol faces similar challenges to alli, another first-in-class switch with behavioral changes recommended.
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Watson’s Oxytrol currently has just a 1% share of the overactive bladder drug market, but Kline and Kalorama analysts see sizable potential should it switch OTC.
GlaxoSmithKline's decision to reassign the advertising contract for its alli OTC weight-loss drug two years after the product's launch could point to a fundamental problem with the brand's message, according to Steven Brozak, an investment banker working with biotech, medical device and health care firms
With major consumer product divisions potentially in play, analysts take a look at possible buyers and sellers in the OTC space. Switches and consumer business expansion plans are also likely to shape 2014.