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Very Few OTC Launches ‘Excellent', Claims IQVIA Consumer Health

 
• By David Ridley

Most OTC product launches failed to live up to expectations, according to new research by IQVIA Consumer Health. IQVIA's Andy Tisman offers some principles for OTC firms to follow to achieve launch 'excellence'. 

Failed launch
• Source: Shutterstock

Less than 5% of global OTC product launches in key global consumer health markets can be considered “excellent,” according to recent research by IQVIA Consumer Health.

Based on peak market share and cumulative sales criteria, IQVIA Consumer Health’s research – led by IQVIA Consumer Health's global...

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