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New categories, new opportunities: the future for switch


New categories, new opportunities: the future for switch

18 Oct 2021

Switching is the gold standard for innovation across the global OTC industry. Each project is intricate, requiring precise engineering in order to succeed. Noticing how pharmaceutical companies were struggling to focus the attention and resources needed in this space, Anna decided to go it alone, writing a book detailing her invented formula called ‘Switch Dynamics’ – hailed as a recommended read by The Pharmaceutical Journal. She then set up Maxwellia – a dedicated switch machine with a unique multidisciplinary approach to address the key market challenges and launch its own branded products into pharmacy. Taking personal financial risks and winning investor confidence to see success, Anna has been an influential driver behind the progestogen-only contraceptive pill switch and the launch of Lovima®.
Lovima® is the first of many planned consumer healthcare products to be launched by Maxwellia to transform the self-care market, help grow pharmacy business and alleviate pressure from the NHS.

Anna Maxwell, Chief Executive - Maxwellia

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