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Making commercial sense of switching

"WHEN YOU SWITCH a medicine from prescription to non-prescription status, everyone is required to change their behaviour" Fiona Hammond, Managing Director, Hamell

Switching hinges on changing behaviour

Changing the behaviour of key stakeholders – including consumers,healthcare professionals and regulators – lies at the heart of any successful switch of a medicine from prescription to non-pre scription status. Companies should also be prepared to rethink their ownbehaviour and expectations, writes Deborah Wilkes.

“WHEN YOU SWITCH a medicine from prescription to non-prescription status, everyone is required to change their behaviour,” says Fiona Hammond, managing director of Hamell Communications.

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14th September 2015


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