Many of the OTC drug products available today begin their lifecycle as FDA-approved prescription medicines and have been made more broadly available through the regulatory process of “Rx to OTC Switch”. Switch delivers tremendous value to the health care system and allows consumers to take a more direct role in managing their health and wellness by providing direct access to a wide range of OTC medicines. To promote safe and effective use of these medicines, the OTC label plays a critical role by serving to both inform and influence consumer decision-making. Sponsors conduct extensive research to determine how best to communicate product information to facilitate understanding and drive appropriate behaviors. This session will explore the world of Rx to OTC switch, focusing on the important role of behavioral research in the design and optimization of consumer product information (the label and beyond), using real-world examples.
Define the US Regulatory Framework for Rx to OTC Switch
Discuss the benefits of Rx to OTC Switch and why it’s a valuable life cycle management strategy
Explain the important role of the OTC label to guide consumer use (Today and Tomorrow)
Discuss current methods for testing consumer understanding of product information
Explain future possibilities – building consumer behavior into label design & optimization