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OTC Version Could Mean Sales of $400 Million

Published on .

CINCINNATI (AdAge.com) -- Plans by Procter & Gamble Co. to market an over-the-counter version of a top-selling heartburn drug advanced after an advisory panel of Food and Drug Administration voted 16-2 in favor of the move.

Assuming FDA gives final approval this summer, P&G could launch its OTC version of AstraZeneca's heartburn product Prilosec late this year or early in 2003.

Joe Arcuri, general manager of personal health care for P&G, estimated Prilosec could have OTC sales of $200 million to $400 million.

Bcom3 Group's D'Arcy Masius Benton & Bowles, New York, handles Prilosec for P&G.

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