For pharma companies looking to launch an over-the-counter version of a prescription drug, education needs to be a crucial component of communications efforts.
When GlaxoSmithKline (GSK) prepared to launch its over-the-counter (OTC) version of its highly successful weight-loss drug orlistat earlier this year, the company's first step was to emphasize education in its communications efforts to ensure the new product, to be called Alli, was understood by consumers.
That effort began well before Food and Drug Administration approval for OTC use. Web ...