The power of communication: consumer dialogue for OTC products

Elena Anfosso and Giuliano Meroni

The Italian OTC market is evolving. The last significant change occurred about two years ago with the so-called 'Bersani Decree', which ratified the exit of the OTCs from the pharmacy, giving consumers the chance to buy over-the-counter drugs from large-scale distribution centers as well, with the obligatory presence of a pharmacist.

The power of communication: consumer dialogue for OTC products

Elena Anfosso and Giuliano MeroniNovartis Consumer Health OTC Business Unit, Italy

INTRODUCTION

The Italian OTC drugs market is evolving. The last significant change occurred about two years ago...

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