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

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.

Editor’s note: This is the second of two articles HBW Insight is reporting from a conference presentation on Rx-to-OTC switch strategies. The first article was published on 12 October and is linked below.

Voltaren Arthritis Pain OTC topical’s launch earlier in 2020 overcame the impact of the COVID-19 pandemic shutdown across the US...