Rx switches the 'holy grail' of OTC innovation: Maxwellia CEO

5 April 2018

For many patients, brands like Nurofen (ibuprofen) and Claritin (loratadine) are household names. They retain a prominent place on supermarket shelves and sell extremely well with an established consumer base despite having been off-patent for many years, with their cheaper generic counterparts invariably displayed alongside them.

Going over-the-counter (OTC) allowed these brands to build loyal followings, patients who have continued to support them for years after their generic alternatives became available. Their success is enough to make you wonder why more haven’t attempted the same trick.

Anna Maxwell (pictured above), chief executive of Maxwellia and UK OTC healthcare expert with more than 25 years’ experience, has a simple explanation: it’s just too hard.

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