This achievement solidifies Schering-Plough Corporation’s long-standing leadership position of successfully converting prescription products into major over-the-counter (OTC) brands, as a core marketing strategy for extending the lifecycle of established prescription products.
“Claritin was a successful Rx-to-OTC switch because we built the franchise on a meaningful consumer benefit of providing non-sedating allergy relief. In addition, we invested the time and effort into establishing a well-known brand in the prescription market before we converted to OTC status,” said Stan Barshay, chairman of Schering-Plough HealthCare Products.
The success that Claritin has achieved since its switch makes Schering-Plough one of the leading manufacturers and marketers of non-prescription medications.