A cornerstone of the whole-health proposition is self-care, and no retail segment drives today's broad range of over-the-counter medications more than prescription-to-OTC switch products. According to the Colorado Springs, Colo.-based General Merchandise Distributors Council's "Do-It-Yourself Health" study, released last year, OTCs are projected to represent $5.7 billion in supermarket sales by the year 2000, approximately a 36% market share. Retailers who are successful in incorporating ...

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