OTC Prevacid On Shelves In Time For Thanksgiving Heartburn?

Novartis says its over-the-counter Prevacid 24HR could be available as early as Nov. 12, according to a two-page advertisement in the Oct. 23 issue of All You magazine. 

The company has also updated www.prevacid24hr.com with product packaging, drug facts and a frequently-asked-questions section regarding the proton pump inhibitor, which Novartis licenses from Takeda Pharmaceuticals.

As "The Tan Sheet" reported in May upon the product's OTC switch approval, Prevacid 24HR (lansoprazole 15 mg) appears to be going after the subset of Rx PPI patients suffering from frequent heartburn, rather than targeting users of Procter & Gamble's Prilosec OTC (omeprazole 20 mg).

The Web site offers consumers a value proposition, telling them, "With Prevacid24HR you could save time and money. You may save up to 20-40% over a leading brand of prescription frequent heartburn medication. And think of the added convenience -- you'll be able to find Prevacid24HR at your local retail store or online."

Time will tell if Prevacid 24HR and Prilosec OTC have additional competition in the branded PPI arena. "The Tan Sheet" continues to follow the status of Santarus'/Schering-Plough's Zegerid (omeprazole 20 mg/sodium bicarbonate). FDA has said it will take action on the product's switch application by December, as we noted here.

(Click here for your free trial of "The Tan Sheet," your source for the latest news and analysis on OTC product switches and launches.)

- Dan Schiff (d.schiff@elsevier.com)