Issue link: https://www.e-digitaleditions.com/i/1218534
18 March 2020 Tablets & Capsules 1990s, and 12- and 24-hour forms of the low/non-sedating antihistamines Claritin, Zyrtec, and Allegra came to the OTC market in the early 2000s. Prilosec OTC is another Rx-to-OTC switch that offers 24-hour therapy. Faster-acting products. Fast-acting products are becoming more important, especially for remedial prod- ucts. For example, pain medicines that get into the sys- tem quicker for potentially faster relief are expanding. A good example is Advil Film-Coated tablets, which, according to the Advil website "goes to work in min- utes" and "dissolves quickly and absorbs fast to stop pain before it gets worse" [3]. More palatable products. The accelerated use of chewable gummies as a dose delivery format in the VMS space in the past 15 years has helped to expand the cate- gory and related brand franchises. For example, Nature Made, the number one brand in the US market [2], has a broad presence in the dietary supplement market. The brand offers traditional tablets as well as gummies in a variety of forms, therapies, and sizes. While the gummies are likely targeted to bring in new consumers, the brand continues to offer tablets, which appeal to its traditional user base. More consumer-friendly products. Consumer friend- liness relates to factors such as convenience, portability, and swallowability. For example, ODTs provide easier consumer dosing than traditional tablets, in many cases without requiring water. Portable forms such as thin films, lozenges, chewables, and mints, also provide an easy way to dose for consumers with "on-the-go" lifestyles. Implementing a sound development and manufacturing process To increase the likelihood of success, it's critical to assemble the right team of both internal and external professionals, secure buy-in upfront, and ensure sound fiscal management. Internal versus external development. Determine whether the company has the capability, capacity, time, and financial resources to develop a product with a new drug delivery system or whether the company should seek an external partner. If the company has the internal capability and owns or has access to intellectual prop- erty, developing the product internally will provide the most control and generally result in cost efficiencies, but it's a good idea to evaluate external options. Scouting activities at trade shows is a must, and being aware of what's available may not only be important for a company's own products, but may also provide a better understanding of what other companies are evaluating for their products. A broad review is good at the outset; then you can narrow and prioritize options once you under- stand what may appeal to your target user base, what is novel, and how quickly you can get the product to market. First to market with novel solutions. The use of drug delivery supported by intellectual property protection is particularly important to justify consumer healthcare company investment, both in development activities as Photo 1: When Pepcid went from Rx to OTC in 1995, several years of remaining patent protection allowed the Johnson & Johnson-Merck joint venture to invest in brand building and marketing efforts, with the brand's original platform eventually expanding to include Pepcid Complete chewable tablets. Courtesy of McNeil Consumer Pharmaceuticals Photo 2: Mucinex, the number three OTC brand in US sales in 2018, has expanded through strong marketing efforts and promotion of novel delivery mechanisms designed to reach many different types of consumers. Courtesy of Reckitt Benckiser Group Photo 3: Building on the success of its Flintstones brand chewable gummies, Bayer began marketing One-A-Day VitaCraves chewable gummy vitamins for adults and has since expanded the business to include sub-segment user groups such as women, men, and teens, as well as broader indications such as immunity support, energy, and heart health with omega 3. Courtesy of Bayer