USATODAY.com - Plan B maker faces challenge in marketing product

re: dual status (prescription needed for 17 and younger), makes marketing somewhat more difficult. But (from Theresa Howard, USA Today):

...In anticipation of the non-prescription OK, Duramed last year designed a single container that has visual appeal for consumer sales — but still has space to affix a prescription label.

Pending the packaging approval, Plan B could be available over the counter as early as Nov. 1, according to Amy Niemann, vice president, proprietary marketing for Plan B. A retail price has not been set. The single-use package of two pills sells by prescription now for $25 to $40.

Despite the challenges, Duramed expects that over-the-counter approval will double Plan B's annual sales. At $35 million-a-year currently, they already account for 5% of Barr's revenue.

"It opens the market with increased access; I can't even quantify it," Niemann says. "For a portion of the population, it opens up a tremendous opportunity for women to have easy access to something they didn't have easy access to before."...