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Background
As self-medication is more widely adopted and healthcare payers seek to contain costs, the OTC market seems set for significant future growth. Most pharmaceutical companies anticipated rapid growth in the over-the-counter market as consumers increasingly sought to diagnose and self-medicate their common ailments. Many pharmaceutical companies are looking towards the OTC market for revenue protection and lifecycle extension for their major products. Although certain sectors of the OTC market are maturing, growth opportunities do exist in emerging markets and the leading antacids such as Mylanta, Maalox and Tums, those products' market share dominance will be challenged.
Currently, many firms sought to overcome their lack of experience in marketing consumer products through alliances of various forms—mergers, joint ventures, or licensing agreements.
Pepcid, Tagamet and Zantac are among the most successful prescription drugs ever marketed. Pepcid is ranked in the top......

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Approximate Word Count: 2784
Approximate Pages: 12 (250 words per double-spaced page)

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