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When Novartis Consumer Health got FDA over-the-counter approval for Prevacid 24HR, a treatment for frequent heartburn sufferers, last May, more than 100,000 retailers welcomed the launch with a vast array of in-store promotions.
It wasn’t just the popularity of the medication; Prevacid 24HR is the first and only OTC proton pump inhibitor in its original formulation. “This was really important for Novartis and received a significant investment. It could be their largest OTC launch to date,” said David Mele, Novartis Consumer Health account director at Norwalk, Conn.-based
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