How Pfizer Achieved 'Switch Success' With Viagra and Nexium

 
• By Tom Gallen

Pfizer secured two of the biggest prescription-to-OTC switches in recent years with the reclassification of Viagra and Nexium. Michelle Riddalls, Pfizer's director of regulatory affairs in Europe, offers her advice to firms looking to emulate this 'switch success'.

Michelle Riddalls
Pfizer's Michelle Riddalls • Source: Mark Earthy

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