Switch-up for the ‘Purple Pill’

Pfizer successfully switched Nexium to over-the-counter in late May, and with that brought a $6 billion book of prescription business to antacid aisles, according to IMS Health data compiled over 2012. First-month sales of the iconic “Purple Pill” already have generated $15.1 million, according to IRI, and that suggests the latest proton-pump inhibitor to make the switch could be well on its way to matching the current No. 1 antacid tablet, Prilosec OTC, which stands at $344.2 million in sales for the 52 weeks ended June 15 across total U.S. multi-outlets.

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