Pataday Switch Approval Dilates Eye Drop Category As Alcon's OTC Sales Driver
With Pataday Once Daily Relief (0.2% olopatadine) and Twice Daily (0.1%), Alcon adds allergy treatment to its lineup of OTC drops indicated for dry eye and redness. “Obviously, eye allergy will become a much bigger part of the portfolio for us,” says US vision care GM Sean Clark.
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The company announced positive results for reproxalap from its Phase III INVIGORATE trial in allergic conjunctivitis, which may be a good sign for its dry eye disease studies.
Consultant Susan Levy points out Alcon’s Pataday eye drops and GSK's Voltaren Arthritis Relief as examples of effective switch advertising, marketing and management. Pfizer’s Advil line has been available far longer but also is an example of effective nonprescription brand management.
Pataday Once Daily Relief Extra Strength is the same formulation as Novartis' Rx Pazeo. It will be the first OTC eye drop indicated for allergy itch with 24-hour efficacy, available online in September and through retailers in early 2021.