Corporate Magazine 2012 - Boehringer Ingelheim

our businessesperspectives for better health21 Consumer campaign for the alesion®switch in Japan2 Health expert campaign of the alesion®switch in Japan1Highlights 2012While switches are complex and timeconsumingendeavours, and manyactivities are going on around the globe,the year 2012 showed some compellingsuccess stories.ALESION® – new OTC treatmentoption for hayfever in JapanAfter the switch of alesion® 10 (epinastine),CHC Japan launched it on to theJapanese OTC rhinitis market. alesion®10 provides effective relief from hayfeversymptoms, such as runny nose, with aconvenient once-a-day dosing. Furthermorealesion® 10 causes less drowsinessthan other products – a key differentiatorin the market.The Japanese team, in cooperation withthe global Switch team, is working onfurther switch opportunities for theJapanese OTC market.expert panel (Expert Advisory Committeefor Prescription-Only Issues) in 2012.One is a new mono substance in the indicationof acute diarrhoea, which willstrengthen the gastro-intestinal franchiseof CHC. The other is a combinationproduct, which will extend the presencein the cough and cold segment to thecold and flu sector – a huge and fastgrowingmarket segment.Both switches were given approval bythe German Upper House (Bundesrat)to change the law and to complete theswitch. Both products will offer considerablegrowth opportunities for theGerman self-medication business. Furthermore,both options will be launchedin additional countries.EVOLUTION INSWITCHESEvolving technology and communicationcapabilities will help tosupport self-diagnosis and extendself-medication to new areas, includingselected chronic conditionsand even symptomless ailments.Consumers will in the near futurecombine internet with their ownrecords and be able to monitorkey metrics like blood pressureand blood sugar.Our switch activities anticipatethe future, when consumers willbe able to take responsibility formaintaining and improving theirown health, measure their progressand partner with their healthcareprofessional.Switch opportunities for GermanyTwo switches were given a positiveswitch recommendation by the GermanFrom prescription to self-medication 91