OTC Switch Brands Voltaren, Pataday Are Fast On Their Feet Following US Approval To Drive Sales

 
• By Malcolm Spicer

Consultant Susan Levy points out Alcon’s Pataday eye drops and GSK's Voltaren Arthritis Relief as examples of effective switch advertising, marketing and management. Pfizer’s Advil line has been available far longer but also is an example of effective nonprescription brand management.

Paula Voltaren
GSK has featured entertainer Paula Abdul in advertising for Voltaren Arthritis Pain and has sponsored content on Pandora to provide personalized ads to subscribers.

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