The self-medication business is one of Taisho Pharmaceutical's mainstay operations, receiving wide public support as a result of over 90 years of accumulated experience, as well as the strength of its brands. Health needs are undergoing a qualitative change, and self-medication now embodies the idea by which individuals asses the state of their health based on their own experience, treating minor ailments with over-the counter medications. In response to this shift in attitude, Taisho is seeking to grow further and strengthen its brands. It is also promoting "switch Rx-to-OTC " products, incorporating active ingredients in prescription drugs into over-the-counter medicines, and opening up new fields with the creation of the Livita (derived from Life Vitality Support) brand of foods scientifically proven to be safe and effective for promoting health.
Careful attention to area marketing is also allowing Taisho to utilize community pharmacies and drugstores as outlets for providing valuable health information. We constantly strive to remain the top company providing over-the-counter medications from the consumer's perspective, leading the industry in self-medication in terms of both products and information.