Consumers expect choice and convenience in all aspects of their lives, including their medication. As such, the OTC industry must evolve to take advantage of this fact – manufacturers can breed brand loyalty and increase market share by offering consumers more convenience and a choice of dosage forms tailored to their needs. But how can OTC manufacturers achieve this?
In a guest commentary in The Pink Sheet, Dr Thomas Hein (Senior Vice President for Commercial and Regulatory Affairs at Hermes Pharma) explores the issue in more detail, including:
- The problems patients experience with conventional tablets and capsules
- How modern consumers want medicines targeted to their individual needs and preferences
- The opportunities available to OTC manufacturers that can better meet these needs
- How formulating your APIs as user-friendly dosage forms can attract more customers, effectively differentiate products and provide entry into new market segments