Portfolio strategy for OTC products

Diapharm helps companies set themselves apart from the competition and make their OTC product portfolios a source of innovation to secure their long-term success.

The medicinal products market is subject to intense competitive pressure – especially in the healthcare and OTC segments. Pharmaceutical and healthcare companies face the constant challenge of launching new products as line extenders, innovative new OTC products or by switching an active pharmaceutical ingredient from Rx to OTC.

A look at non-pharmacy markets shows that healthcare and OTC products have significantly shorter life cycles than pharmacy products, indicating a need for even faster product development in these markets. In addition, indications that were rarely or never treated over the counter a few years ago are a matter of course today. But this also means that other indications are fading into insignificance or losing potential market share. Pharmaceutical companies face a constant challenge and need to tackle the issue of finding the right solution to this situation and adding new products to their portfolios on a constant basis. Diapharm is your OTC specialist to help your OTC portfolio grow.

Portfolio analysis: uncovering potential and ideas

The first stage of our consultancy work comprises portfolio analysis during which we uncover and identify areas with optimisation potential. Together with our clients, we generate and develop creative product ideas – for OTC medicines and other options – that are marketable from a regulatory perspective. If needed, we will also provide complete structure and process consulting and assist with strategy implementation. In doing so we identify the opportunities for companies and help strengthen these in the long term. Portfolio analysis in the OTC/CHC sector may include:

  • Analysis of the entire portfolio
  • Analysis of single products or markets
  • Analysis of new markets and marketing channels
  • New product ideas and developments for medicinal products and other options

We provide an efficient, high-quality and far-sighted portfolio analysis and uncover optimisation potential.

Development of new products

We not only draft overarching portfolio strategies for our clients, but also work together with them to develop specific, promising and legally viable new OTC products. A number of factors set successful product developments apart, such as:

  • Innovative and optimised formulations
  • New active ingredients and dosage forms
  • Interesting indications and potential claims supported by evidence
  • Time to market
  • Market-compatible manufacturing costs
  • New concept ideas and targeted switches
  • Sound solutions from a regulatory perspective
  • Marketability
  • Medical and scientific evidence and studies
  • Quality and product safety

If necessary, we can search for and broker the right OTC product and development project, reducing the time needed for market launch. We also look at companies’ current OTC portfolios to uncover optimisation potential.

Portfolio strategy for optimisation and new products

Diapharm helps develop portfolio strategies that allow companies to position themselves optimally in the consumer healthcare and OTC markets. We play an active role in making companies’ workflows more transparent and efficient. The following elements make Diapharm’s portfolio strategies stand out:

  • Independent portfolio analysis and evaluation
  • Identification of strengths and weaknesses
  • Depiction of the optimisation potential
  • Conception of product ideas that meet regulatory requirements
  • Development of new products
  • Establishment of control systems
  • Ongoing support and responsible implementation on site as well

We develop the portfolio strategies of tomorrow – and lay the foundation for our clients’ long-term growth.



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