OTC Products
In recent years, Meda has built an extensive operation in over-the-counter drugs, the OTC area. At the end of 2011, the OTC segment comprised about 20% of total sales. The OTC business is contained in Meda’s OTC business area.
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. On some markets, perhaps mainly growth markets, drugs that are sold by prescription on well-established markets are sold over-the-counter. This varies widely from market to market and depends on how the health care system is constructed.
A strong brand is the key to success with OTC products. Advertising is used to reach customers, especially on television and the internet, but increasingly via social media. OTC products are also not as exposed to increased competition due to patent expirations as prescription medications.
Key Product in OTC
Betadine
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.
Betadine sales were initially concentrated in the hospital sector, but self-care and prescriptions or recommendations from doctors have gradually expanded markets for OTC drugs and subsidized OTC drugs.
