Natrolip Brand Plan

8/14/2019 Natrolip Brand Plan

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NatrolipNatrolipBrandBrandPlanPlan


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PlanPlan

Fats &Fats &FactsFacts


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What is Lipid ?

A lipid is a fat soluble substance.

It is a term describing a solubility characteristic.

T h e m a jo r typ e s o f lip id s a re

C h o le ste ro l Trig ly ce rid e

P h o sp h o lip id s


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Structural components of membranes: Lipids

separate cells from the external environment;

separate internal components (organelles)

Storage and transport of energy

Protective functions: Waterproofing

Regulators: Hormones (steroids)

Precursors: Vitamins (A,D,E,K)

Functions of lipids


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What is Cholesterol ?

It is an important constituent of cell membranes. It is a key compound for the synthesis of steroid

hormones and bile acids.

H ig h le v e l o f ch o le ste ro l in th e b lo o dis ca lle d h y p e rch o le ste ro le m ia


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Serum Cholesterol levels

/2 4 0 m g d L o r h ig h e rH ig h

/2 0 0 to 2 3 9 m g d L-B o rd e rlin eh ig h

/Le ss th a n 2 0 0 m g d LD e sira b le

These are based on fasting plasma cholesterol levels.


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What are Triglycerides ?

It is the chemical form in which most fat exists in

food as well as in the body.

It is also present in the blood plasma.

Calories ingested in a meal and not used

immediately by the body are converted to

triglycerides and stored.

Excess Triglyceride in plasma is called Hypertriglyceridemia


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Serum Triglyceride levels

These are based on fasting plasma triglyceride

levels.

/5 0 0 m g d L o r h ig h e rV e ry h ig h

/2 0 0 to 4 9 9 m g d LH ig h

/1 5 0 to 1 9 9 m g d L-B o rd e rlin e

h ig h

/Le ss th a n 1 5 0 m g d LN orm al


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What are Lipoproteins ?

Complex of Fats and Proteins are called

Lipoproteins.

The major Lipoproteins are: Chylomicrons

Very Low Density Lipoproteins (VLDL)

Intermediate Density Lipoproteins (IDL) Low Density Lipoproteins (LDL)

High Density Lipoproteins (HDL)


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What are Chylomicrons ?

Largest and least dense of all lipoproteins. Offload their TGs to the peripheral tissues

like muscle and adipose tissues by theaction of LPL.


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What is LDL cholesterol ?

LDL-C transports cholesterol from liver to tissues for

distribution.

Excess LDL-C in blood can lead to a condition known as

atherosclerosis which is responsible for CHD and

strokes .

High levels of LDL-C reflect an increased risk of heart

disease and stroke.

Thus LDL cholesterol is called "bad" cholesterol.

Lower levels of LDL-C reflect a lower risk of heart

disease.


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What is HDL cholesterol?

It transports cholesterol from body to liver for

elimination.

HDL cholesterol is known as "good" cholesterol

because a high HDL level seems to protectagainst heart attack.

The opposite is also true: a low HDL level (less

than 40 mg/dL) indicates a greater risk.

A low HDL cholesterol level also may raise stroke

risk.


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Normal lipid profile

TOTAL CHOLESTEROL 120-200 mg/dLChylomicrons None (after 12 hrs of fasting)VLDL 1-30 mg/dL

LDL 60 to 160 mg/dLHDL 35 to 65 mg/dL

LDL to HDL ratio Less than 3.5Triglycerides 10 to 160 mg/dL


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Atherosclerosis

Hardening of the Arteries Characterized by raised and rough lesions

(fibrous plaque) High cholesterol, particularly LDL-C, is a definite

risk factor for Atherosclerosis


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v (therosclerosis deposition of)holesterol and blood clot often,orms where arteries divide ashere is often more turbulence in.lood flow at these sites

A th e ro scle ro sisth e ro scle ro sis


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A th e ro scle ro sis

C A D \IH D \S tro ke

H y p e rlip id em ia


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Current therapeutic options

Statins: Atorvastatin\Simvastatin\Rosuvastatin

Fibrates: GemfibrozilNiacin Vit B3


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Current therapeutic options-limitations

Statins: Prolonged use of statins leads to

muscle weaknessFibrates:

Prolonged use leads to drug resistance


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Alternate therapeutic options

Omega 3 fatty acids: Regulates cholesterol absorption

Reduces cholesterol biosynthesis Increases cholesterol catabolism

Niacin: Reduces free fatty acids in blood

Reduces VLDL in liver


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Alternate therapeutic options -Phytosterol

Phytosterol: Esters of omega 3 fatty acids

n a tu ra l w ay to im p ro ve b lo o dip id s p ro file


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urrent h e ra p e u tic o p tio n se rce p tio n m a p p in gg h

Lo w H ig hafety

Fibrates

Statins

Phytosterols


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MicellesMicelles Free cholesterolFree cholesterol

Chylomicrons AdipocytesAdipocytes

LiverLiver

ntestinal mucosantestinal mucosaBile saltsBile salts

Plant sterols

PC1L1PC1L1transporterransporter ABCG5/G8ABCG5/G8transportertransporter

Phytosterols inhibit cholesterol absorption

OA of Phytosterol


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For balanced lipid profile


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For balanced lipid profile

hytosterols Long Term Benefits

Reduces incidence of coronary heart diseas

-Reduces C reactive protein by. %28 2 1) , / , - ,1 JAMA July 23 30 2003 Vol 290 No

4

) ( ), , . .2 British Journal of Nutrition 2006 96 Suppl 1-S89 S93


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-onsumption of Omega 3 fatty acids from-ish or fish oil supplements- *Omega 3 supplements reduce TG in patients

with diabetes and elevated TG:Background :Recommendations,Fish intake specifically

- ,omega 3s in fish oilassociated with decreased:risk of CVD

:ADA

2 or more servings per(week of fish except)commercially fried ( )Eicosapentaenoic acid EPA

( )Docosahexaenoic acid DHA:AHA

- /1 3 g of EPA DHA incapsule form

* Primarily fish oil supplements

American Diabetes Association (2007) Diabetes Care;30(Suppl 1):S48-S65.

Lichtenstein et al. (2006) Circulation;114:82-96.Wang et al. (2006) Am J Clin Nutr;84:517.


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.ournal of Nutrition 2008; ( ): -Jun 138 6 1086 90

,n Hyperlipidemia( )hytosterol and Omega 3 fatty acid Phytomega

e proven SynergisticSynergistic& ComplimentaryComplimentaryfor lowering - &LDL C TGs2

. %educes plasma total cholesterol by 13 3

- . %educes LDL C by 12 5 2 . %to 24 4 3

. % ( - . %)ncreases HDL levels by 8 6 than plain omega 3 7 1

. % %educes TG levels by 25 9 to 40 4 ( - . %than plain omega 3 22 3


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Balance the lipid profileBalance the lipid profile

NaturallyNaturallywith


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NatrolipFor balanced lipid profile


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The Product

Each softgel capsule contains: Phytosterol - 300mg

EP acid - 120mg DH acid - 80mg

Niacin


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The packing

Each pack contains 3 strips of 10softgel capusules

Primary packing 10sSecondary packing 10s X 3

Tertiary packing 10 X (10s X3)


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The price

MRP of each strip containing 10softgel capsule is Rs.84


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Launch rationale

Increasing the rate of metabolicdisorders thereby increased

prevalence of IHD\CHD and stroke All such life threatening symptoms arehaving common cause i.e alteredlipid profile in the blood

Addressing such issue with a drugderived naturally will attract both Drsand patients who are in borderline


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The positioning

Natrolip is the first line natural lipidlowering agent

Adj. in patients needing a higher doseof statins\Fibrates

1) Nutrition Reviews Jun 2006, Vol 64, No. 7.


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Differentiation with currenttherapy

Long term effects

Reduce triglyceride levels

Lower LDL-c Levels

Decrease total-cholesterol/HDL-

cholesterol ratio

Potential synergy with other

therapies

Lower risk for coronary arterydisease

Lower CVD risk associated withtype 2 diabetes

Lower CVD risk associatedwithobesity

Short term effects


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The segmentation

Cons.PhysiciansTop Gen.practitioners


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The indications

Cons.physicians: Hyperlipidemia with co-morbid

IHD\CHD

Borderline elevation of triglycerides

M k t i li id


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Market scenario lipidRegulators

Statins 410 crsFibrates 10crsOthers 40crs


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Strategy

Natrolip will focus on patients withhealth conscious want to initiatetherapy with natural medicinerather than lipid lowering agents.


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Promotional theme - proposed

Prevention is better than cure

Iron fist in the velvet glove

Protect it to protect you


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Communication strategy

To highlight the approval of US-FDA forphytosterolas a dietery supplement indyslipidemia

Phytosterol is a natural way balancinglipid profile in the blood

To highlight long term treatment withstatins leads to muscle weakness


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V.A Communication

Visual aid will communicate thehighlights of initiating treatmentwith Natroplip For those who are in high risk of

developing hyper\dys lipidemia

Those who doesnt tolerate high dose

of statins Added benefit of Niacin at optimal

daily dose


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LBL Communication

LBLs will communicate thehighlights of the combination ofNatroplip Highlights of phytosterol

Highlights of omega 3 fatty in reducingrisk of IHD\CHD and stroke

Regulatory approval of the Natrolipcombination


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Inputs strategy

Inputs will be designed in such a wayit will co-relate the theme nature.

Hand made paper chit blocks Wooden table tops

Palm leave book marks

Trail pack to important drs

Patient education booklets\Posters


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Natrolip Brand Plan

Documents

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