Healthy Skepticism Library item: 9217
Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.
Publication type: Journal Article
Dudley JW.
Market about to boom: why European OTC growth will outpace growth in the United States by 2000
Pharmaceutical Executive 1994 Nov; 14:48, 50, 52, 54
Abstract:
The European over-the-counter (OTC) drug market is analyzed in light of expanding multinational activities, and steps that companies can take to profit from the changes are outlined. The major factors contributing to market growth, categories of drugs responsible for growth, consumer promotion or direct-to-consumer advertising, pan-European branding, and keys to the acceptance of self-medication in countries where the past heavily subsidized prescription medications have made it economically attractive for sufferers of even the mildest ailments to visit their doctors rather than purchase OTC drugs are discussed.
