双跨产品的otc运作（OTC operation of dual span products）.doc

双跨产品的otc运作（OTC operation of dual span products） In recent years, with the deterioration of prescription marketing environment, as well as the great potential of Chinas OTC market temptation, prompting some enterprises engaged in prescription drug production, and gradually to the OTC transformation. Resulting in some products with OTC market potential, while acquiring dual identities with OTC and prescription drugs, they are stepping hospitals and pharmacies in two markets, two-way nuggets. This is the so-called dual span products. In fact, for prescription based pharmaceutical companies, to enter the OTC market has an incomparable advantage. Non prescription drug administration regulations, new drugs listed in two years before they can apply for conversion, evaluation of non prescription drugs. Its a recipe for over-the-counter drugs to go through the prescription drug promotion process. Some years after the promotion of prescription drugs in the hospital, the safety and efficacy of it to be a large number of clinical data has proved that completed the doctor on product cognition, so as to reduce the operation risk of the OTC market, to enter the OTC market, to provide the necessary financial support. However, for the double cross product that has just been involved in the operation of OTC, how can we deal with the key aspects of product operation in the face of the joy of transformation? In addition, for the intention to enter the double cross products in the field of enterprises, and how to operate? Here, the author of the double cross product OTC operations to do a study, for the industry reference. Before making any decisions, transforming the preparatory work before 1, select superior varieties to OTC change. Prescription based pharmaceutical companies should be based on their own advantages, combined with the characteristics of their own products, market competition, patients in the process of self medication demand changes to choose varieties. Those products