Pharmaceutical Marketing Case Study
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Transcript of Pharmaceutical Marketing Case Study
Index No 0000026619
M W Niranjan Somathilaka
Country Manager
Teva Pharmaceuticals
Teva Pharmacuticals
Mission ::We commit ourselves to total customer care by delivering world-class products and services
Vision ::To be the
leader in the
pharmaceutical
industry.
Main anti diabetic products available in the sriLankan market Gliclazide
Glimpiride
SitaGliptin
Sitagliptin is the one of best selling anti diabetic product in sri Lankan market today.
Brand Name Manufacture Local Agent Pack size Strength
Sita CCL,Pakisthan CCL 2x7 50/100mg
Januvia Merck sharp,UK Baurs 4x7 100mg
Sitaglip Acme,Banglahesh Mega Pharma 3x7 100mg
Sitaglu Hilton pharma,Pakisthan Sunshine 2x7 25mg
Inosita Pharmaevo,Pakisthan CIC 1x10 100mg
Sitagil50 Incepta,Bangladesh Citihealth 1x10 50mg
Mode of action of Sitagliptin Sitagliptin works to competitively inhibit the enzyme dipeptidyl peptidase 4 (DPP-
4). This enzyme breaks down the incretins GLP-1and GIP, gastrointestinal hormones released in response to a meal. By preventing GLP-1 and GIP inactivation, they are able to increase the secretion of insulin and suppress the release of glucagon by the alpha cells of the pancreas. This drives blood glucose levels towards normal. As the blood glucose level approaches normal, the amounts of insulin released and glucagon suppressed diminishes, thus tending to prevent an "overshoot" and subsequent low blood sugar (hypoglycemia) which is seen with some other oral hypoglycemic agents
Ideal packaging for sitagliptin would be 3 cards of 10 Tablets.
Anti Hypertensive drugs
Olmesartan Medoxomil (Angiotensin II receptor antagonists
Perindropil (Angiotensin-converting enzyme (ACE) inhibitors
Atenolol (Beta-adrenoceptor antagonists)
Olmesartan Is a one of latest molecule in the market
There are 14 olmesartan products in the market (10/20mg)
Brand Name Manufacture Local Agent Pack size Strenth
Benitec 20 Glaxo India GSK 10X10S 20mg
Orion Ferosons,Bangladesh
Emmachemi 1x10s 10/20mg
Omsana Hilton,pakisthan
Sunshine 1x14 20mg
Olesta Searle,Pakisthan J L Morison 1x10 20mg
Olmecar SqurePharma,Bangladesh
Pharma Ace 10x3 20mg
Mode of action Olmesartan blocks the receptors that angiotensin II acts on, and so prevents its
actions. The main result of this is that the peripheral blood vessels are allowed to widen, which means that there is more space and less resistance in these blood vessels. This is the main mechanism by which the pressure in the blood vessels is lowered.
Blocking the actions of angiotensin II also reduces the action of aldosterone on the kidneys. The result of this is an increase in the amount of fluid removed from the blood by the kidneys. This decreases the amount of fluid in the blood vessels, which also lessens the resistance and pressure in the blood vessels.
Ten card of Ten tablets per a Pack
Acute pain management products available sri lanka
Naproxen
Diclofenac potassium/Sodium
Codeine Phosphate Naproxen is used to relieve pain from various conditions such as headaches, muscle
aches, tendonitis, dental pain, and menstrual cramps. It also reduces pain, swelling, and joint stiffness caused by arthritis, bursitis, and gout attacks.
Brand Name Manufacturer Local Agent Strength Pack size
Neoprox Merck,Pakisthan
Emmachemi 250/500mg 3x10
Genoxen Genix,Pakisthan Ceyoka 500mg 2x10
Xenobid Sherya,India Emmachemi 550mg 10x10
Naprofred Fredum,India George Stuert 500mg 3x10
Naprozim Zim labs,India Tabrane 250mg 3x10
Naxen Dougles,Newzealend
Farnell ceylon 250mg 10x10
Ticoflex 250 Incepta,India Citihealth 250mg 5x10
Mechanism Of Action
Naproxen has analgesic, anti-inflammatory, and antipyretic properties.The mechanism of action of NAPRELAN, like that of other NSAIDs, is not completely understood but involves inhibition of cyclooxygenase(COX-1 andCOX-2).
Naproxen sodium is a potent inhibitor of prostaglandin synthesis in vitro. Naproxen sodium concentrations reached during therapy have produced in vivo effects. Prostaglandins sensitize afferent nerves and potentiate the action of bradykinin in inducing pain in animal models. Prostaglandins are mediators of inflammation. Because naproxen sodium is an inhibitor of prostaglandin synthesis, its mode of action may be due to a decrease of prostaglandins in peripheral tissues
Packaging12x20 s,12x 11 sBig packs
Dry Eye Products Main dry eye combinations available in market as follow
• Carboxy methylcellulose(0.05% w/v)
carboxymethylcellulose, dextran, glycerin, hypromellose, polyethylene glycol 400
carboxymethylcellulose, dextran, glycerin, hypromellose, polyethylene glycol 400 (PEG 400), polysorbate, polyvinyl alcohol, povidone, or propylene glycol,
Methylcellulose and Gylcerin contain products has shown some unique benefits than other combinations.
Mode of Action
Wetting and lubricating the eye surface
eye lubricants keep the eye moist, help to protect the eye from injury and infection, and decrease symptoms of dry eyes such as
burning, itching, and feeling as if something is in the eye.
Brand Name Ingrediants Manufacture Lontcal Age Packing
Tears Naturale DEXTRAN 70 0.1% HYDROXYPROPYLMETHYLCELULOSE 0.3%
Alocon,Belgium J L Morison 15ml plasticdropper
Refresh CARBOXYMETHYLCELLULOSE SODIUM EYE DROPS 1%
Allergan,USA Hemas 15ml
Add Tears CARBOXYMETHYLCELLULOSE SODIUM LUBRICANT EYE DROPS 1%
Cipla India BreathFree 10ml
Task 02Field Manager
Total Field Experience
Related product experience/Product Knowledge
Interpersonal Skills
I. Personality
II. Communication
Leadership
Confidence
Team Handling
Documentation Skills(Power point/Excell)
Team Members
Previous Field Experience
Communication
Area Knowledge
Doctor Rapport
Paper qualification in Marketing
For Anti diabetic product Endocrinologist Physician General Practitioners
Diabetic patients are mainly treated by these three doctors
its low incidence of hypoglycemia, Sitagliptin has a low incidence of adverse events, consisting of stomach
discomfort, diarrhea, upper respiratory infection, stuffy or runny nose, sore throat and headache.
Unlike many other drugs used to treat diabetes, sitagliptin does not cause weight gain.
Animal studies have shown that it can help prevent ß-cell apoptosis and improve ß-cell functioning
For Anti Hypertensive Product Cardiologist
Physicians
General Practitioners
Calcium channel blockers cause numbness or sharp pain in fingers or toes
Dizziness upon rising quickly from a sitting or lying position.
Diuretic may cause dry eyes, mouth and throat.
Nightmares or sleeping difficulties with Diuretic
ACE inhibitor may cause cough in patients.
Patients who have asthma can not use beta-adrenoceptorantagonists.
For Pain management Product
Rheumatologist
Dental Surgeons
GPs
Advantages of naproxen
One of the advantages of naproxen sodium is rapid action, along with long-lasting
relief. For patients with pain which can be managed by naproxen sodium, the
drug lasts for hours and the pain relief remains very consistent.
This drug has also been shown to be useful in post-operative pain management.
Patients who are given a dose of the drug before surgery experience less
inflammation and pain after surgery, which keeps them more comfortable and can
speed the healing time from surgery
Dry Eye products Ophthalmologist Physicians GPs
Improves tear film interface stability and corneal surface wettability
More effective than Hydroxypropylmethylcellulose in controlling dry eye symptoms
Well tolerated and improves symptoms of dry eyes
Improve corneal wound healing
Has access to both aqueous and lipid portion of the eye