With tax-based healthcare service burdened by increasingly higher costs for pharmaceuticals and the ever-more stringent regulation governing the introduction of a new drug onto the market, there is a growing trend moving from prescription (Rx) to non-prescription, over-the-counter (OTC) products. Magnus Hedman at Aurena discusses why it has turned out that the Bag-on-Valve (BoV) may in several cases be a suitable technology for products to make this switch, as marketers are looking for modern, innovative packaging that can attract consumers.