Does a good job of keeping heartburn away as long as you can take it for a couple of days consecutively before eating those hot wings or other spicy foods. It's a little too expensive for me to take on a daily basis, but I know most likely if there's a football game on Saturday then Thursday or Friday I better take a pill and prepare for the spicy foods that I'm sure to consume. Effectiveness If I already have heartburn it is completely ineffective, but I've learned to take it a few days in advance and keep taking it throughout the day. When taken consecutively for two or three days before eating something spicy, it keeps the heartburn from flaring up and it works sufficiently. Ease of Use It's not always feasible to plan a day or two ahead before consuming anything that would give me heartburn. Since it is available over the counter there's no need to go to the doctor or worry about your prescription running out. It is easily readable. Immediacy If it works immediately for you, count your lucky stars because it does not help me at all if I already have heartburn. I need to take it for a couple of days beforehand and continue to take it everyday including the day I consume something spicy.