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20 March 2020 Tablets & Capsules It will also be important to examine ongoing technol- ogy development and innovation in prescription medi- cations as consumer healthcare companies focus on the future and building their brands. Smart technologies and custom-designed therapies, such as breakable pills and profile doses may impact the future development and use of OTC products. Maintaining a consistent strategy will be key, and securing novel rather than "me too" solutions will be crit- ical. Companies must carefully validate new technologies with consumer research and support them with aware- ness-building strategies. Developing or finding truly novel technologies will clearly be a challenge for innovation and new product efforts in the consumer healthcare space. Avenues to help identify and secure novel technol- ogies include delivery-specific conferences and semi- nars, targeted trade journals, university searches, patent screening, evaluating innovation in other related and unrelated industries, retail store checks, understanding ex-US innovation and brands, and internet searches. In-house innovation sessions with broad participation by professionals from a variety of disciplines can be a great way to find that next breakthrough technology. Market- ers might identify the right external drug delivery "spe- cialist" or "scout" to help support their growth initiatives. The market will be competitive, but there will be many opportunities to succeed. T&C References 1. www.nibib.nih.gov 2. nicholashall.com/DB6 3. www.advil.com/advil-film-coated 4. Pepcid.com 5. Mucinex.com 6. Flintstonesvitamins.com Bob Nissen is president of Nissen Consulting Group (908 419 9254, bobnissen@gmail.com). He has more than 30 years of marketing and business development experience in the OTC drug industry and held senior positions in the OTC divisions of Abbott Labs, Schering-Plough, and Novartis. Nissen has worked on numerous initiatives utilizing new drug delivery systems to expand OTC and VMS brand franchises, as well as Rx-to-OTC switches before and after launch, including Afrin, Coricidin, Lotrimin, and Lamisil. He began consulting in business development and new technology search in 2006. The author thanks Nicholas Hall & Company for providing US OTC industry and brand sales data. For further informa- tion on the company, please visit nicholashall.com. Allendale, New Jersey Óä£ÈÓnÓääÊUÊÜÜÜ°À>iiÀÕðV `Ài°*iÌÀVJÀ>iiÀÕðV For 35 YEARS the pharmaceutical industry has relied upon ÀBiÀ to de-dust, de-burr and convey tablets with the highest efficiency. To learn more about how to *,"6 the EFFICIENCY of your tableting lines contact Kraemer U.S. Tablet de-dusting solutions from the Global Leader