Changing a drug from Rx to OTC status: the consumer behavior and public policy implications of switch drugs

Authors: Creyer E.H.; Hrsistodoulakis I.; Cole C.A.

Source: Journal of Product and Brand Management, Volume 10, Number 1, 2001 , pp. 52-64(13)

Publisher: Emerald Group Publishing Limited

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Abstract:

The rapid proliferation of drugs being switched from prescription (Rx) to over-the-counter (OTC) status within the USA has raised a number of important consumer behavior and public policy concerns. The following issue served as the focus of our research. Given the increasing assortment and widespread availability of Rx to OTC switch drugs, how might consumers' health care preferences change? That is, what factors influence whether a consumer is more likely to visit their physician rather than self-medicate symptoms of heartburn and indigestion with a new switch drug?

Keywords: Product Management; Consumer Behaviour; Pharmaceuticals; Over-The-Counter Market; Brands

Language: English

Document Type: Research article

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