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One reason is that consumers in many Western countries have found this new category beneficial. In Europe, the concept of BTC has been practised with great success for years. People can just go to their local pharmacy and describe their medical need. The pharmacist simply recommends an appropriate drug without first requiring a doctor's prescription. He or she can also suggest a less expensive drug in generic form. The disadvantage, however, for many Europeans is that the cost of these drugs medications is not taken on by the health insurance system. Currently, the FDA is faced with a difficult decision, If it decides to add the category BTC, this will have definite consequences for the pharmaceutical industry in the US. In the short term, this change would immediately force the pharmaceutical companies marketing efforts. In the long term, companies and research institutes would need to reassess is discussing the introduction of prescription, reorganize their their own potential and reconsider which type of drugs are worth testing.