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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

Market readiness, company capabilities and selecting a product with the right attributes are the three most important factors for securing a successful prescription-to-OTC switch, says Pfizer Inc.’s director of regulatory affairs for its Northern European cluster, Michelle Riddalls.

At the recent 13th Annual Ceuta International Alliance Conference in London, Riddalls told delegates that Pfizer had enjoyed “switch success”...

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