2010 World OTC Market Outlook.docVIP

 PAGE \* MERGEFORMAT 7 2010 World OTC Market Outlook Non-prescription drugs (OTC) is without a doctor’s prescription, consumers can directly purchase and use drugs. OTC drugs again while in most countries are divided into two categories: the pharmacist must be applied under the guidance of drugs and without any guidance from pharmacists can be applied drugs. Currently, OTC medicines are increasingly becoming a major global pharmaceutical market component. It is predicted that the world OTC market will grow from 1996’s 44.8 billion U.S. dollars to 71 billion U.S. dollars in 2006, the growth rate will reach 58%. 1, OTC market of the future driving force of 1, prescription drugs (Rx) to OTC conversion At present, pharmaceutical companies are active in those patents expired in Rx to OTC conversion, in order to achieve the strategic goal of maximizing their profits. Through this transformation, companies extend the life cycle of drugs, the Rx by the loss of patent protection and face generic competition, loss of sales caused by reduced to a minimum. In addition, with the accelerated aging of the population, the elderly dramatic increase in drug consumption, resulting in a heavy burden on government health spending. Therefore, the world’s governments have promoted self-medication (self-medication), and actively promote the Rx to OTC conversions, in order to enable the Government to public health expenditure has been effectively controlled. 2, DTC (direct-to-consumer) marketing DTC advertising is affecting sales of OTC market, one important factor. Direct-to-consumer advertising for OTC products for brand awareness, cultivate brand loyalty, thereby greatly stimulate consumer purchases of OTC medicines. In addition, the popularity of consumer education activities to enhance people’s sense of self-care and improve consumer self-diagnosis and treatment of minor illnesses ability. At the same time, the consumer price of drugs and their attention will inevitably lea