"When considering repositioning a product from the ethical to the OTC market, it is essential that insight into successful marketing strategies is obtained and the core elements of potentially winning tactics are recognised." As products come to the end of their patent life and generic manufacturers seek to capitalise on the commercial opportunities of supplying a newly available compound, the reclassification of an existing prescription vetenary medicine as an OTC product offers additional commercial opportunities.

Key coverage
- Discover new market opportunities and strategies to capitalise on the animal health sector.
- Examine the various market forces acting within the distribution of veterinary medicines.
- Identify key drivers and the regulatory environment for different retail channels.
- Review the leading companies in the OTC.
- Analyse the strengths and weaknessess of different strategies used for existing products.

Market data
Figures are provided for the global and regional markets for animal health and pet care by species and product categories. Each of the 27 companies that are profiled details the authorised OTC product and sales revenues where applicable.

Key issues
- Getting your product to the market - what are the available retail channels for animal health products.
- The increasing prevalence of internet sales and the challenges internet operators present to manufactures and retailers.
- The variety of products that are vailable and the market strategies they have employed as well as two detailed case studies for OTC spot-on ectoparasiticides and OTC endoparasiticides identify lessons to be learnt.
- Exploring the move between distribution channels as a viable option in extending a products lifetime and in brand lifecycle management.
- An analysis of the developing major themes that present new opportunities and increase the challenges for managers involved in this market.

Who should read this report?
Readers responsible for business development and strategic planning will find this report an invaluable resource, providing both a market overview and identification of the important issues to be considered in the decision making process.
Industry sectors:
- Pet Care companies
- Product Manufacturers
- Distributors & Retailers
- Veterinary Products