Line extension
CMAJ 1997;156:1115
Dr. Catherine Younger-Lewis ("Over the counter and into trouble," CMAJ 1997;156:17 [full text]) describes line extension as adding a number, a few letters or phrase to a recognized brand name and applying it to "an entirely different drug." This, in fact, is a rare type of line extension. Most involve products that retain their familiar active ingredient and indication, but add further ingredients or indications (e.g., Claritin Extra or Tylenol Cold Medication).
There are 2 audiences that manufacturers consider when developing line extensions. First are the consumers who will select and use the drug. The success of many of these products suggests that consumers appreciate the expanded range of choices. As Younger-Lewis points out, there is no evidence from consumer complaints, reports of adverse drug reactions or postmarketing research that line extensions have contributed to drug errors. However, the Nonprescription Drug Manufacturers Association of Canada (NDMAC) has joined Health Canada in an effort to examine this question through consumer research. The association is also working with the Canadian Public Health Association and other stakeholders on label comprehension and legibility.
Health care professionals are the other major audience for information on line extensions. Since professionals are often asked to recommend appropriate nonprescription therapies, they must have accurate and up-to-date information on these products. The NDMAC has worked with the Canadian Pharmaceutical Association to ensure that the Compendium of Nonprescription Drugs contains a comprehensive and accurate listing of our members' products and their active ingredients. Since this information is also vital to poison control centres, NDMAC members are required to forward information on new products (including line extensions) and product reformulations to the Canadian Paediatric Society, which maintains the database for Poisindex in Canada.
Recent Canadian research has shown that the nonprescription availability of nonsedating antihistamines has saved the health care system and consumers $16 million in treatment and absenteeism costs alone, with no negative effect on health outcomes.[1] As the importance of self-care and self-medication continues to grow, so do the roles of physician and pharmacist recommendations in this area. Cost-saving measures such as responsible self-medication merit a collaborative approach between the various sectors of the health care system. The NDMAC continues to seek opportunities for such collaboration.
Gerry Harrington
Director of Communications
Nonprescription Drug Manufacturers
Association of Canada
Ottawa, Ont.
Reference
- Anderson MJ, Morgan S. An economic analysis of self-medication in Canada [presentation]. 6th Canadian Conference on Health Economics, 1995, Waterloo (ON).
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