Risks Involved in Rx to OTC Switching In addition to the benefits outlined above, a comprehensive analysis and evaluation of the Rx to OTC switch movement should also contain a critical element review of potential risks and harms associated with drug reclassification. It is important to note that the use of over-the-counter medications is highly dependent on consumers' ability to self-diagnose and self-treat appropriately (Pawaskar 2007; Stitching AESGP Foundation 2002). In general, greater accessibility to self-medication without medical supervision harbors dangers and risks of incorrect use, delayed diagnosis and/or masking of serious underlying pathologies and therefore the potential for individual harm (Brass 2001 ; Ferner 2008 ; Appropriate strategies to deal with these potential risks must be continually developed (Ferner 2008). This is of major importance, particularly in light of emerging evidence that the public no longer gives the same respect to the potency of an over-the-counter drug as it does to a prescription drug. Medications prescribed to relieve the symptoms of an illness such as AIN may induce pleasurable sensations when taken in the absence of the illness and this rewarding sensation may lead to repeated use of the substance. OPPORTUNITIES People are relying more on over-the-counter products these days, which ultimately leads to an increase in the number of opportunities. Many initiatives are being taken by the government and different pharmaceutical companies to create awareness about different medicines and shift prescriptions to OTC, which makes brand building become more important. A stronger brand image would also create customer loyalty towards the product and lead to better sales. As an example, branding o...... middle of paper ...... a future where consumers can continue to reach - in the cold of the night, in the mist of the dawn, in the workday congestion (abc) - for the medications and over-the-counter products they trust and rely on.BibliographyCNBC. (nd). Retrieved from http://www.cnbc.com/id/101218003Consumer Health Products Association. (nd). Retrieved from public wiki http://www.chpa.org/FAQsSwitchPP.aspxDolcera. (nd). Retrieved from https://www.dolcera.com/wiki/index.php?title=Rx_to_OTC_Switch-Market_Analysis Saha, PG (nd). Indian Over-the-Counter Medicines Market: Opportunities and Challenges. Global Research Analysis International, 3. Understanding trust in over-the-counter medications. United Nations Office on Drugs and Crime. (nd). Retrieved from Drug Abuse in South Asia: http://www.unodc.org/documents/southasia//reports/Misuse_of_Prescription_Drugs_-_A_South_Asia_Perspective_UNODC_2011.pdf