Claritin, the most successful prescription (Rx)-to-over-the-counter (OTC) switch ever, marked a new milestone this week as cumulative sales passed the $1 billion mark in the US since its switch in December 2002. This achievement solidifies Schering-Plough Corporation's long-standing leadership position of successfully converting prescription products into major OTC brands, as a core marketing strategy in which to extend the lifecycle of established prescription products.
Following its launch in December 2002, Claritin became the number one OTC antihistamine brand (in total sales dollars), and has remained in this position to date. In fact, data show that Claritin is consistently among the top three of hundreds of OTC drugs sold in the US, an Schering-Plough release said.
"Claritin was a successful Rx-to-OTC switch because we built the franchise on a meaningful consumer benefit of providing nonsedating allergy relief. In addition, we invested the time and effort into establishing a well-known brand in the prescription market before we converted to OTC status," said Stan Barshay, chairman of Schering-Plough HealthCare Products. "Schering-Plough has switched more products from prescription to non-prescription status, starting with Coricidin in 1949, than any other pharmaceutical company."
Its focus on products that offer true consumer benefits, combined with dedicated R&D/regulatory efforts, and collaborative Rx and OTC marketing and sales programs have made Schering-Plough the leader in successful Rx-to-OTC launches. The division's portfolio of switched products includes Coricidin, Afrin, Tinactin, Lotrimin and Drixoral among others. Barshay continued, "These are valuable consumer businesses that when managed correctly, may continue to generate strong levels of sales and profits." In addition to the switched products, Schering-Plough also markets other well-known consumer brands. The Dr. Scholl's franchise has been solving consumer foot problems for over 100 years, while the Coppertone line of products has been the leader in suncare protection for more than 50 years. The success that Claritin has achieved since its switch makes Schering-Plough one of the leading manufacturers and marketers of non-prescription medications.
On November 27, 2002, the US Food and Drug Administration approved Claritin as the first nonsedating antihistamine brand available over-the-counter. The Claritin brand offers six prescription-strength formulations: Claritin Tablets, a once-daily formulation; Claritin RediTabs Tablets, a novel once-daily formulation in an orally disintegrating tablet; Claritin-D 24 Hour Extended Release Tablets, a once-daily formulation with a decongestant; Claritin-D 12 Hour Extended Release Tablets, a twice-daily formulation with a decongestant; and Claritin Syrup, a liquid formulation with directions for use in children 2 years of age and older. In 2003, the FDA approved Claritin Hives Relief tablets as the first-ever indication for the OTC relief of itching due to hives, a common skin condition.