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Innovation in OTC Products – A Survey Report On Why It Matters And How To Achieve It

Summary: Marketers face the challenge of engaging consumers and achieving distribution with retailers in a competitive space, leading them to seek out innovations that differentiate their products.

To better understand why innovation is important to the OTC industry and how it is achieved, Catalent and FiercePharma conducted a survey which generated responses from 233 people from the OTC industry.

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