Consumers want more dose formula choices in their prescription and OTC drugs, and they won’t hesitate to switch to a different brand if it offers what they want.

And consumers do have many choices now. While in years past a drug might have been available only as a large tablet, many are now available as chewable tablets, softgel capsules, chewable gels and many other forms.

Smart brand managers are racing to take advantage of these new technologies to meet the diverse needs and desires of all their current and potential customers.

Read more about how innovation, particularly around softgels, is key to gaining consumer loyalty and extending a product’s lifecycle.