In recent years, Meda has built an extensive operation in over-the-counter drugs, the OTC area. At the end of 2012, the OTC segment comprised about 23% of total sales.
More and more markets offer an increasingly large range of OTC products. They are key complements to prescribed drugs, because they often save patients time and reduce the cost burden on the health care system. Demand is also being driven by the recent growing interest in preventive health care. This varies widely from market to market and depends on how the health care system is constructed.
Sales of the ten largest OTC products in 2012 together amounted to around SEK 1,800 million, which represents just over 14% of Meda’s total sales. Meda’s ambition is to continue to grow in the OTC area and it has gradually increased its market investments.
The investment in the OTC area that was initiated in 2012 will result in a selection of the OTC products is being launched internationally. The most important product in last year’s investment was SB12/CB12.
OTC products with international focus
Betadine is an iodine-based antiseptic for treatment and prevention of infections in the skin and mucous membranes caused by bacteria, fungi, and viruses. Betadine has been available on the market since the 1960s and is the market leader in several European countries, including France, Italy, and Spain.
Betadine can be used for wound healing, diabetic foot care, emergency care, treatment of infections, oral hygiene, gynecological care, and eye surgery.
SB12 is an oral hygiene treatment that neutralizes the substances that cause halitosis. Halitosis is a major problem affecting men and women of all ages, and almost always originates from the mouth cavity. Halitosis is caused by bacteria found in the mouth cavity, between the teeth and on the back part of the tongue. When these bacteria break down food particles etc., malodorous sulfur gases are formed, causing bad breath.
SB12 neutralizes and prevents the formation of these gases. The effect of SB12 lasts for 12 hours as the product binds to tissues in the mouth cavity.
A wart is a growth on the skin caused by the human papilloma virus, HPV. Warts are contagious and can easily be transferred to other people and other parts of the body. VartFri is an effective external solution for the treatment of warts on the hands, feet, and body. The solution is absorbed directly into the wart and leaves no scars.