Issue link: https://www.e-digitaleditions.com/i/1218534
16 March 2020 Tablets & Capsules W Bob Nissen Nissen Consulting Group Strategic use of oral drug delivery systems in the lifecycle management of consumer healthcare products dosage form Building brand equity and driving organic growth continues to be a challenge for marketers of oral consumer healthcare products, including both over-the-counter (OTC) drug prod- ucts and vitamin, mineral, and dietary supplement (VMS) products. This article reviews the benefits of novel oral drug delivery systems to product performance and user satisfaction and provides examples of brands that have successfully incor- porated new drug delivery systems into their product lines. hether you need to contemporize a well-known but mature brand franchise, expand on an upcoming or recent R x-to-OTC switch, or broaden the audience appeal of any OTC or VMS product, the strategic use of novel drug delivery systems can provide opportunities to grow a brand and increase sales. According to the National Institutes of Health, drug delivery systems are "engineered technologies for the targeted delivery and/or controlled-release of therapeu-