Rx-to-OTC switches remain a major growth driver in consumer health, generating €2.7B in US sales and €1.4B in Europe in 2022. Success factors include proven safety, clear labeling, self-diagnosable conditions, and public health benefits. While Europe and the UK lead in innovative switches like contraception, ED, and malaria prevention—supported by pharmacy-only models—the US lags due to higher regulatory burdens. Digital tools and RWE are increasingly central, enabling better self-selection, adherence, and regulatory support. With consumer demand, regulatory openness, and new technologies, the next generation of switches could extend into chronic disease management.

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