Very Few OTC Launches ‘Excellent', Claims IQVIA Consumer Health
Most OTC product launches failed to live up to expectations, according to new research by IQVIA Consumer Health. IQVIA's Andy Tisman offers some principles for OTC firms to follow to achieve launch 'excellence'.
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Aspirational OTC products such as probiotics are outstripping demand for traditional symptom relievers, IQVIA's Andy Tisman told the recent Ceuta International Conference. Consumer health players must adapt their portfolios to cater for the more health conscious, informed, and digitally-connected consumer, Tisman advises.