North America
Rx To OTC Switch Go-to-Market
From script to shelf
GfK Shopper & Retail Strategy has extensive experience in Rx–OTC switches. We have worked either directly or indirectly on go-to-market platforms for a vast majority of switched products over the last 15 years. Rx-to-OTC switch is a prime opportunity for retailers to establish leadership in often entirely new categories. GfK Shopper & Retail Strategy is well-versed in best practices for speed to market, assortment and shelf optimization, demand creation and shopper activation programs.
Our approach
In an ideal world, GfK Shopper & Retail Strategy is part of the manufacturer's cross-functional internal team charged with making the switch happen. Usually this is at least 2-3 years prior to anticipated patent expiry to assist in optimizing the proposition. In this phase, the work GfK completes is typically the following:
- Shopper proposition development
- Pre-launch strategic and tactical plans
- Marketing and trade spending requirements
- Speed to market strategies and benchmarks
- Portfolio optimization
- Pricing strategy/maximizing Hatch-Waxman window and Private Label strategy
Mini Case
As the launch window nears, our work becomes more tactical. In this phase, the most crucial element of go-to-market planning is a market forecast. The market forecast and the potential size of the switch has critical implications to developing the retail proposition. Often, switches represent entirely new categories at retail and shopper insight work must uncover how and where people expect to find it in the store. It is also critical to determine if existing OTC’s will play a role in source of volume to determine optimal adjacencies and where to source space for the category.
In addition to the forecast, GfK Shopper & Retail Strategy can develop optimal retail strategies in product assortment, shelving, pricing and promotion. Lastly, we create the selling story and the page by page presentations to train the selling organization on the new category and sell it into retail.
Getting Started
To learn more about how GfK Rx-to OTC Switch can help you prepare for the road ahead, please contact us today.
