Subject Index
 

Zovirax is one of the most successful OTC launches of the 1990's. However, by late 1998, both brand and the market had stopped growing.

Launch of cold sore remedy into OTC market, 1993-4. Media: national press, women's quality monthlies, TV test in 3 regions. Roll-out followed early success. Evaluation: 97% pharmacy recommendation 6 w ...