What is this event about?

Historically medicines switched from POM to P have had safe ingredients and been for easily self-diagnosed and acute indications. There have been many of these types of drugs switched since ibuprofen and loperamide were first switched from POM-P in 1983. Also as a result of medicines becoming more widely available through pharmacy, the growth in both consumer confidence and the strong grocery sector has lead to an increasing number of ingredients switching from P-GSL.

However, in recent years the number of switches occurring has dropped dramatically, and there have been a few high profile switches that have not had the economic or consumer success that has been anticipated. This is unfortunate as there is still an important role for the POM-P process, particularly with current constraints on NHS spending potentially leading GPs to reduce prescribing and promote further self care to their patients, and possibly a greater contribution to be made from fully exploiting the potential of the P-GSL switch.



About the Masterclass

This half day master class will provide an insight into the switch processes and how the lessons learned can be leveraged in the future to extend the product life cycles of molecules. Participants will learn about the dos and don’ts of switches to maximise the commercial value of any molecule they are considering.

Why should you attend this event?

Join an engaging and networking friendly environment, working together to cover key issues including:
• History of switches
• Changing regulatory switch environment
• The Perfect switch? -The morning after pill
• The do’s and don’ts when switching -Case studies
• Lessons learned for future switching
• Business model- What’s the pay back

Complete with one-to-one sessions in the afternoon and representatives from the MHRA to discuss the regulatory dos and don’ts of POM-P switches, this Masterclass offers a vast amount of experience, unrivalled in the marketplace.


Where does the event take place?

This Masterclass will take place in central London, UK.


Who is leading this event?

The Masterclass is hosted by AHA.

The AHA group of companies provide consumer healthcare services to the industry while still retaining its core competency of switching. Today, AHA Sales and Marketing is still recognised as the leading consultancy in POM to P and P to GSL switches providing expertise in switch strategy, regulatory, training and sales and marketing. Its sister company

About the Masterclass Leader: Alan Hicks

Alan Hicks is the founder and chairman of the AHA group of companies. With an Honors degree in material sciences, he has 35 years of pharmaceutical experience having joined Janssen Pharmaceutical from the FMCG industry in 1976. In 1983 he created the Janssen OTC Division to launch the first ever POM to P switch Imodium OTC. By 1991 Janssen had also switched three other molecules in the therapy areas of hayfever, threadworm and thrush accounting for more than 50% of all switches at that time. In 1992 he left Janssen as Sales and Marketing Director responsible for both the prescription and OTC businesses, to set up his own company AHA offering POM to P expertise to the Pharmaceutical Industry.




Masterclass programme

8:30 Registration & Coffee

9:00 Chairman's Opening Remarks

9:10 History of switches

9:30 MHRA's perspective on switching

10:30 Coffee

11:00 PAGB - The Industry Viewpoint on Switching

11:45 The Business Model

12:30 Discussion Session

13:00 Chairman’s Closing Remarks and Close of Masterclass


Copthorne Tara Hotel

Scarsdale Place
London W8 5SR
United Kingdom

Copthorne Tara Hotel

The Copthorne Tara Hotel London Kensington is an elegant contemporary four-star hotel in prestigious Kensington, located just a two minutes walk from High Street Kensington underground station, making exploring easy. The hotel offers well-appointed and comfortable guest rooms combining Standard, Superior and Club accommodation. Club rooms offer iconic views over the city and include Club Lounge access for complimentary breakfast and refreshments. Guests can sample the authentic Singaporean, Malaysian and Chinese cuisine at Bugis Street, traditional pub fare at the Brasserie Restaurant & Bar or relax with a delicious drink at West8 Cocktail Lounge & Bar.

The Copthorne Tara Hotel boasts 745 square meters of flexible meeting space, consisting of the Shannon Suite and the Liffey Suite, ideal for hosting conferences, weddings and social events. Facilities include access to the business centre 24 hours a day, fully equipped fitness room, gift shop, theatre desk and Bureau de Change. With ample onsite parking outside the London congestion charge zone and excellent transport links via Heathrow Airport, the hotel is the perfect location for business or leisure stays. The hotel is within close proximity to the shops of High Street Kensington, Knightsbridge and Westfield London, Olympia Conference Centre, Royal Albert Hall, Kensington Palace and Hyde Park.




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CPD stands for Continuing Professional Development’. It is essentially a philosophy, which maintains that in order to be effective, learning should be organised and structured. The most common definition is:

‘A commitment to structured skills and knowledge enhancement for Personal or Professional competence’

CPD is a common requirement of individual membership with professional bodies and Institutes. Increasingly, employers also expect their staff to undertake regular CPD activities.

Undertaken over a period of time, CPD ensures that educational qualifications do not become obsolete, and allows for best practice and professional standards to be upheld.

CPD can be undertaken through a variety of learning activities including instructor led training courses, seminars and conferences, e:learning modules or structured reading.


There are approximately 470 institutes in the UK across all industry sectors, with a collective membership of circa 4 million professionals, and they all expect their members to undertake CPD.

For some institutes undertaking CPD is mandatory e.g. accountancy and law, and linked to a licence to practice, for others it’s obligatory. By ensuring that their members undertake CPD, the professional bodies seek to ensure that professional standards, legislative awareness and ethical practices are maintained.

CPD Schemes often run over the period of a year and the institutes generally provide online tools for their members to record and reflect on their CPD activities.


Professional bodies and Institutes CPD schemes are either structured as ‘Input’ or ‘Output’ based.

‘Input’ based schemes list a precise number of CPD hours that individuals must achieve within a given time period. These schemes can also use different ‘currencies’ such as points, merits, units or credits, where an individual must accumulate the number required. These currencies are usually based on time i.e. 1 CPD point = 1 hour of learning.

‘Output’ based schemes are learner centred. They require individuals to set learning goals that align to professional competencies, or personal development objectives. These schemes also list different ways to achieve the learning goals e.g. training courses, seminars or e:learning, which enables an individual to complete their CPD through their preferred mode of learning.

The majority of Input and Output based schemes actively encourage individuals to seek appropriate CPD activities independently.

As a formal provider of CPD certified activities, SMI Group can provide an indication of the learning benefit gained and the typical completion. However, it is ultimately the responsibility of the delegate to evaluate their learning, and record it correctly in line with their professional body’s or employers requirements.


Increasingly, international and emerging markets are ‘professionalising’ their workforces and looking to the UK to benchmark educational standards. The undertaking of CPD is now increasingly expected of any individual employed within today’s global marketplace.

CPD Certificates

We can provide a certificate for all our accredited events. To request a CPD certificate for a conference , workshop, master classes you have attended please email events@smi-online.co.uk

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