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OTC Switch Brands Voltaren, Pataday Are Fast On Their Feet Following US Approval To Drive Sales

Executive Summary

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.

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With Pataday Extra Strength, Alcon Eyes Consumers Looking For OTC 24-Hour Eye Allergy Remedy

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.

Exclusivity Awaits OTC Ibuprofen-Acetaminophen Combination As Safety Concerns Trail Ingredients

GSK will market Advil Dual Action with Acetaminophen noting potential risks for both of the product’s active ingredients with labeling highlights FDA requires. It can counter labeling about risks by noting studies show the combination has better efficacy than larger doses of each drug used separately.

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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