Consumers can now buy Claritin and Zyrtec to deal with their allergies or Prilosec to tackle heartburn.

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Neurontin, for epilepsy and neuropathic pain, Zithromax, for bacterial infections, Zyrtec, for allergies, and Viagra, for sexual dysfunction, all grew at double-digit rates.

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In particular, Meltzer says, a leukotriene inhibitor like Singulair could be far better at treating nasal congestion than an antihistamine like Claritin or Zyrtec.

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The major antihistamines in pill form are now sold over the counter -- Allegra, Claritin and Zyrtec -- but they help only with sneezing, unless specified as the "decongestant" form.

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Recently, the asthma pill was approved as an allergy medicine, and Merck is betting that it can convince hay fever sufferers to take it instead of antihistamines like Claritin, available cheap and without a prescription from Schering-Plough (nyse: SGP - news - people ), and Zyrtec, sold with a prescription by Pfizer (nyse: PFE - news - people ).

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