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Purchase low cost Prevacid (Lansoprazole) at reputable online pharmacy and save big money. No prescription.
Novartis AG will try to muscle into a crowded market for over-the-counter heartburn drugs this week by launching its new pill, Prevacid, with the backing of the pharmaceutical giant's largest-ever OTC ad campaign.
The $200 million blitz, anchored by TV spots that begin airing Thursday, will combat the fact that there are already a lot of heartburn products on drugstore shelves and chief among the competitors is Prilosec OTC, treatment that works in a similar fashion to Prevacid. There are also numerous private-label knockoffs of Prilosec OTC, which have sparked a pricing war in the heartburn treatment.
Novartis wants to build its OTC sales to offset volatility in the drug business and prescription where sales can plummet suddenly when a product loses patent protection and faces competition from cheap generics drugs. OTC products can face generic competition but consumers tend to be more loyal to brands in that business, in part due to heavy, long-term marketing and because they decide what to pay for.
As a prescription pill, Prevacid is sold by the Japanese drug maker Takeda Pharmaceuticals and the prescription product had sales of $3.1 billion in the U.S. last year and making it the 11th-biggest-selling drug, according to IMS Health.
The prescription drug is set to face competition from cheaper generic copies when its patent expires. Years ago, Takeda sold Novartis its rights to sell a non-prescription form.
At least initially, Novartis isn't competing on price with the drug Prevacid. The company says it is recommending retailers charge $11.99 for a 14-day supply, while Prilosec OTC and generic copies of it cost an average of $8.39 and $10.49, respectively, according to Euromonitor International.
Novartis aims to win customers with a marketing campaign that focuses on what the company calls the emotional hardships of heartburn sufferers. Charlie Hough, general manager of Novartis' OTC business in North America, states that the company intends to make Prevacid 24HR a top-five OTC brand in the U.S.