May 2010
  Also in this issue...
  Editor's Letter
  OTC In Brief
  Marketing & Media Movers
  Spending Review

Making Brands Come Alive
By Nirmalya Kumar of London Business School and Jan-Benedict E. M. Steenkamp of University of North Carolina

Manufacturer brands still have an edge in the consumers' mind, but are truly successful when they respond aggressively to the store-brand threat. read more >>

The Fall and Rise of Zicam
By Scott Ehrlich

Just eight months after pulling its major gel products from the shelf, Zicam has regained much of its lost sales and market share. read more >>

Brands Make a Comeback
By Laura A. Mahecha of Kline & Co.

As the recession winds to an end in 2010, OTCs are expected to begin to recover market share lost during the recession. read more >>

Balancing Value and Safety
By Samantha Chmelik of Euromonitor International

There are some unique ways for OTC marketers to tackle the challenge of "innovation," and some savvy brands are doing this by addressing growing consumer concerns. read more >>

Now Showing: Obesity Documentary with GSK Support
By Amanda Ehrlich

In what some see as an unlikely pairing, GlaxoSmithKline has partnered with the Creative Coalition to develop a documentary about obesity. read more >>

Newsmaker: In Profile

A report from The Tan Sheet on Peter Mann's new OTC venture. read more >>

Campaign Critique: Seeking Total Transparency
By Mike Rutstein of Strikeforce Communications

Our advertising expert offers his view on why alli has not yet realized its anticipated success for GlaxoSmithKline. read more >>

Perspectives on Books

In each issue, our chief executive will discuss a current book relevant to the healthcare industry. For this issue, Robert Ehrlich reviews "The Healing of America: A Global Quest for Better, Cheaper, and Fairer Health Care," by T.R. Reid. read more >>