Upload
diwakar0000000
View
225
Download
0
Embed Size (px)
Citation preview
7/30/2019 Sangeeta Uy
1/22
1
CHAPTER 1
INTRODUCTION
Objective:
The objective to introduce Eliqui-DX (Apixaban)for better and effective
treatment of clotting of blood.
Apixaban:
Apixaban (trade name Eliqui) is an anticoagulant for the prevention of
venous thromboembolism and venousthramboembolic events. It is a direct
factorXainihibitor.Apixaban has been available in Europe since May 2011 and
was approved for preventing venous thromboembolism after elective hip or knee
replacement. The FDA approved apixaban in December 2012 with an indication
of reducing the risk of stroke and dangerous blood clots (systemic embolism) in
patients with atrial fibrillation that is not caused by a heart valve problem.
Apixaban:
Systematic (IUPAC) name
1-(4-methoxyphenyl)-7-oxo-6-[4-(2-oxopiperidin-1-
http://en.wikipedia.org/wiki/File:Apixaban.svg7/30/2019 Sangeeta Uy
2/22
2
Chemical data
Formula C25H25N5O4
Mol. Mass 459.497 g/mol
Pharmacokinetic data
Bioavailability ca. 50%
Half-life 914 h
Excretion 75% biliary, 25%renally
Mechanism of Action:
Apixaban is an oral, reversible, and selective active site inhibitor of FXa. It
does not require anti thrombin III for antithrombotic activity. Apixaban inhibits
free and clot-bound FXa, and prothrombinase activity. Apixaban has no direct
effect on platelet aggregation, but indirectly inhibits platelet aggregation induced
by thrombin. By inhibiting FXa, apixaban decreases thrombin generation and
thrombus development.
Pharmacodynamics:
As a result of FXa inhibition, apixaban prolongs clotting tests such as
prothrombin time (PT), INR, and activated partial thromboplastic time (aPTT).
Changes observed in these clotting tests at the expected therapeutic dose,
yl)phenyl]-4,5-dihydropyrazolo[5,4-c]pyridine-3-
carboxamide
http://en.wikipedia.org/wiki/Carbonhttp://en.wikipedia.org/wiki/Carbonhttp://en.wikipedia.org/wiki/Hydrogenhttp://en.wikipedia.org/wiki/Hydrogenhttp://en.wikipedia.org/wiki/Hydrogenhttp://en.wikipedia.org/wiki/Nitrogenhttp://en.wikipedia.org/wiki/Nitrogenhttp://en.wikipedia.org/wiki/Oxygenhttp://en.wikipedia.org/wiki/Oxygenhttp://en.wikipedia.org/wiki/Oxygenhttp://en.wikipedia.org/wiki/Oxygenhttp://en.wikipedia.org/wiki/Nitrogenhttp://en.wikipedia.org/wiki/Hydrogenhttp://en.wikipedia.org/wiki/Carbon7/30/2019 Sangeeta Uy
3/22
3
however, are small, subject to a high degree of variability, and not useful in
monitoring the anticoagulation effect of apixaban.
The RotachromHeparin chromogenic assay was used to measure the effect of
apixaban on FXa activity in humans during the apixaban development program.
7/30/2019 Sangeeta Uy
4/22
4
CHAPTER 2
7/30/2019 Sangeeta Uy
5/22
5
CHAPTER 2
MARKETING STRATEGY
Marketing strategy is a process that can allow an
organization to concentrate its resources on the optimal
opportunities with the goals of increasing sales and achieving a
sustainable competitive advantage.
Competitive advantages:
Marketing strategy includes all basic and long-term activities in the field of
marketing that deal with the analysis of the strategic initial situation of a company
and the formulation, evaluation and selection of market-oriented strategies and
therefore contributes to the goals of the company and its marketing objectives.
http://en.wikipedia.org/wiki/Competitive_advantagehttp://en.wikipedia.org/wiki/Competitive_advantage7/30/2019 Sangeeta Uy
6/22
6
Developing a marketing strategy
Marketing strategies serve as the fundamental underpinning ofmarketing
plans designed to fill market needs and reach marketing objectives. Plans and
objectives are generally tested for measurable results. Commonly, marketing
strategies are developed as multi-year plans, with a tactical plan detailing specific
actions to be accomplished in the current year. Time horizons covered by the
marketing plan vary by company, by industry, and by nation, however, time
horizons are becoming shorter as the speed of change in the environment
increases.
Marketing strategies are dynamic and interactive. They are partially planned and
partially unplanned. Marketing strategy needs to take a long term view, and tools
such as customer lifetime value models can be very powerful in helping to
simulate the effects of strategy on acquisition, revenue per customer and churn
rate.
Marketing strategy involves careful scanning of the internal and external
environments.
Internal environmental factors include the marketing mix and marketing mix
modeling, plus performance analysis and strategic constraints. External
environmental factors include customer analysis, competitor analysis, target
market analysis, as well as evaluation of any elements of the technological,
economic, cultural or political/legal environment likely to impact success.
A key component of marketing strategy is often to keep marketing in line with a
company's overarchingmission statement.
Once a thorough environmental scan is complete, a strategic plan can be
constructed to identify business alternatives, establish challenging goals,
determine the optimal marketing mix to attain these goals, and detail
implementation. A final step in developing a marketing strategy is to create a plan
http://en.wikipedia.org/wiki/Marketing_planhttp://en.wikipedia.org/wiki/Marketing_planhttp://en.wikipedia.org/wiki/Marketing_planhttp://en.wikipedia.org/wiki/Marketing_planhttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Marketing_planhttp://en.wikipedia.org/wiki/Marketing_planhttp://en.wikipedia.org/wiki/Customer_lifetime_valuehttp://en.wikipedia.org/wiki/Customer_lifetime_valuehttp://en.wikipedia.org/wiki/Churn_ratehttp://en.wikipedia.org/wiki/Churn_ratehttp://en.wikipedia.org/wiki/Churn_ratehttp://en.wikipedia.org/wiki/Marketing_mix_modelinghttp://en.wikipedia.org/wiki/Marketing_mix_modelinghttp://en.wikipedia.org/wiki/Marketing_mix_modelinghttp://en.wikipedia.org/wiki/Competitor_analysishttp://en.wikipedia.org/wiki/Competitor_analysishttp://en.wikipedia.org/wiki/Target_markethttp://en.wikipedia.org/wiki/Target_markethttp://en.wikipedia.org/wiki/Target_markethttp://en.wikipedia.org/wiki/Mission_statementhttp://en.wikipedia.org/wiki/Mission_statementhttp://en.wikipedia.org/wiki/Mission_statementhttp://en.wikipedia.org/wiki/Strategic_planninghttp://en.wikipedia.org/wiki/Strategic_planninghttp://en.wikipedia.org/wiki/Strategic_planninghttp://en.wikipedia.org/wiki/Mission_statementhttp://en.wikipedia.org/wiki/Target_markethttp://en.wikipedia.org/wiki/Target_markethttp://en.wikipedia.org/wiki/Competitor_analysishttp://en.wikipedia.org/wiki/Marketing_mix_modelinghttp://en.wikipedia.org/wiki/Marketing_mix_modelinghttp://en.wikipedia.org/wiki/Churn_ratehttp://en.wikipedia.org/wiki/Churn_ratehttp://en.wikipedia.org/wiki/Customer_lifetime_valuehttp://en.wikipedia.org/wiki/Marketing_planhttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Marketing_planhttp://en.wikipedia.org/wiki/Marketing_plan7/30/2019 Sangeeta Uy
7/22
7
to monitor progress and a set of contingencies if problems arise in the
implementation of the plan.
Marketing Mix Modeling is often used to help determine the optimal marketing
budget and how to allocate across the marketing mix to achieve these strategic
goals. Moreover, such models can help allocate spend across a portfolio of brands
and manage brands to create value.
Types of strategies
Marketing strategies may differ depending on the unique situation of the
individual business. However there are a number of ways of categorizing some
generic strategies. A brief description of the most common categorizing schemes
is presented below:
Strategies based on market dominance - In this scheme, firms are classified
based on their market share or dominance of an industry. Typically there are four
types of market dominance strategies:
Leader Challenger Follower Nicher
TYPES OF MARKETING:
Online marketing
Direct marketing
Newspaper marketing
Radio marketing
Television marketing
http://en.wikipedia.org/wiki/Marketing_Mix_Modelinghttp://en.wikipedia.org/wiki/Marketing_Mix_Modelinghttp://en.wikipedia.org/wiki/Market_dominancehttp://en.wikipedia.org/wiki/Market_dominancehttp://en.wikipedia.org/wiki/Market_dominancehttp://en.wikipedia.org/wiki/Marketing_Mix_Modeling7/30/2019 Sangeeta Uy
8/22
8
Marketing is the process of communicating the value of a product or service to
customers. Marketing might sometimes be interpreted as the art of selling
products, but sales is only one part of marketing. As the term "Marketing" may
replace "Advertising" it is the overall strategy and function of promoting a product
or service to the customer.
Importance of Marketing:
The heart of your business success lies in its marketing. Most aspects of
your business depend on successful marketing. The overall marketing umbrella
covers advertising, public relations,promotions.It is the process of introducing and
promoting the product or service into the market and encourages sales from the
buying public. Sales refer to the act of buying e actual transaction of customers
purchasing the product or service.
Marketing generates awareness. Word-of-mouth advertising can be extremelyimportant when developing a publicity campaign. Recent surveys suggest that 90
percent of consumers trust word-of-mouth suggestions.
88 percent of people are likely to pass information about services and products tofriends, and 87 percent will pass information to family. These numbers speak to
the effectiveness of word-of-mouth campaigns. When people believe in a product
or service they will promote and support that product or service.
Marketing a service through radio and television allows consumers to visualizescenarios which seem more real and applicable to their lives.
Marketing creates brand awareness. If marketed effectively, 1-800-FIRE-LINEcan become synonymous with volunteering in the emergency services. Marketing
will also increase awareness of your organization, and departments will realize
your organizations commitment to retention and recruitment efforts in your state.
7/30/2019 Sangeeta Uy
9/22
9
Marketing Helps Boost Product Sales
Apart from public awareness about a companys products and services,
marketing helps boost sales and revenue growth. Whatever your business is
selling, it will generate sales once the public learns about your product through
TV advertisements, radio commercials, newspaper ads, online ads, and other
forms of marketing. The more people hear and see more of your advertisements,
the more they will be interested to buy.If your company aims to increase the sales
percentage and double the production, the marketing department must be able to
come up with effective and strategic marketing plans.
Marketing Builds Company Reputation:
In order to conquer the general market, marketers aim to create a brand
name recognition or product recall. This is a technique for the consumers to
easily associate the brand name with the images, logo, or caption that they hear
and see in the advertisements.
For example, McDonalds is known for its arch design which attracts people and
identifies the image as McDonalds. For some companies, building a reputation to
the public may take time but there are those who easily attract the people. With an
established name in the industry, a business continues to grow and expand
because more and more customers will purchase the products or take advantage of
the services from a reputable company.
Marketing plays a very essential role in the success of a company. It educates
people on the latest market trends, helps boost a companys sales and profit, anddevelops company reputation. But marketers must be creative and wise enough to
promote their products with the proper marketing tactics. Although marketing is
important, if it is not conducted and researched well, the company might just be
wasting on expenses and time on a failed marketing approach.
7/30/2019 Sangeeta Uy
10/22
10
Advantages of Marketing:
identifies needs and wants of consumers determines demand for product aids in design of products that fulfill consumers needs outlines measures for generating the cash for daily operation, to repay debts and to
turn a profit.
identifies competitors and analyzes your product's or firm's competitive advantage identifies new product areas identifies new and/or potential customers
Marketing Disadvantages:
identifies weaknesses in your business skills leads to faulty marketing decisions based on improperly analyzed data creates unrealistic financial projections if information is interpreted incorrectly identifies weaknesses in your overall business plan
7/30/2019 Sangeeta Uy
11/22
11
LABEL OF ELIQUI-DX
Eliqui-DX
2.5 mg
Each film coated tablet contain Mfd.-Apr.2013 Exp.-May2014
Apixaban 2.5mg Bt.no-236XZ54
MRP.20.00only
Store at room temperature and Mfg.by
Life care Labs ltd.
Protect from light Lucknow (U.P.) INDIA
Warning: To be sold by retail on the
prescription of a Registered Medical
Practitioner onl .
7/30/2019 Sangeeta Uy
12/22
12
PACKAGING
7/30/2019 Sangeeta Uy
13/22
13
CHAPTER 3
7/30/2019 Sangeeta Uy
14/22
14
CHAPTER 3
PROMOTIONAL STRATEGIES OF ELIQUI-DX:
Steps of Promotion:
1. Indentification of target market
Company has targeted hospitals.
2. Fax detailing
Detail information of product is faxed to doctors.
3. Making contact local TV and radio stations and offer to be
interviewed
An interview of Dr. Abc broadcasted on local TV channel and radio stations for
the promotion of Eliqui-DX.
4.Publication of a newsletter
Newsletter published consisting information about prevention and treatment of
Clotting of blood cause by different agents indirectly promotes the drug.
5. Advertisement
It is also effective means of promotion.
Advertisement in journals. Advertisement in scientific magazines
6. SamplingProvide free trial of product. Free samples are provided to doctors and in
hospitals.
7. Personal selling
Sales representative persuade the physicians to prescribe our medicine Eliqui-DX.
7/30/2019 Sangeeta Uy
15/22
15
8. E-detailing
E-detailing to healthcare professionals are very effective as part of an overall
multi-channel marketing campaign. Because healthcare providers have opted-in messages
are well received. In addition the e- detailing channel provides the following benefits:
Ease of Use
Speed and Reach
Flexibility
Fast turn-around times
Customization and vivid use of logos and graphics
Detailed Tracking of Open Rates and Actions Taken
Quick Reply and Follow-Up
9. Tele-detailing
Tele-detailing on its own will work for some physicians, but not all physicians.
The same can be said for face-to-face meetings and other forms of communication. The
best approach for optimal reach and frequency is to develop a communication strategy
that leverages the key benefits of each channel. Healthcare providers have preferences for
how they receive pharmaceutical promotional messages. Some prefer phone calls, while
others prefer a sales representative, and still others prefer an email or fax.
7/30/2019 Sangeeta Uy
16/22
16
Patient Information Leaflet:
Read all of this leaflet carefully before
you start taking this medicine.
-Keep this leaflet. You may need to read
it again.
-If you have any further questions, ask
your doctor or pharmacist.
-This medicine has been prescribed for
you. Do not pass it on to others. It may
harm them, even
If their symptoms are the same as yours.
-If any of the side effects gets serious, or
if you notice any side effects not listed in
this leaflet, please tell your doctor or
pharmacist.
In this leaflet:
1. What ELIQUIS is and what it is used
for?
2. Before you take ELIQUI-DX
3. How to take ELIQUI-DX?
4. Possible side effects
5.How to store ELIQUI-DX
6. Further information
1.WHAT ELIQUI-DX IS AND WHAT
IT IS USED FOR
ELIQUI-DX contains the activesubstance apixaban and belongs to a
group of medicines called
anticoagulants. This medicine helps to
prevent blood clots from forming by
blocking Factor Xa, which is an
important component of blood clotting.
After an operation to the hip or knee you
may be at a higher risk of developing
blood clots in your leg veins. This can
cause the legs to swell, with or without
pain. If a blood clot travels from your legto your lungs, it can block blood flow
causing breathlessness, with or without
chest pain. This condition (pulmonary
embolism) can be life-threatening and
requires immediate medical
attention.ELIQUIS is specifically used in
adults to help prevent blood clots from
forming after hip or knee replacement
operations.
2.BEFORE YOU TAKE ELIQUI-DX
Do not take ELIQUI-DX if:
-you are allergic
(hypersensitive) to apixaban or any of
the other ingredients of ELIQUI-DX
-you are bleeding excessively
-you have a liver disease
which leads to increased risk of bleeding
(hepatic coagulopathy)
Take special care with ELIQUI-DX:
Tell your doctor before you take this
medicine if you have any of the
following:
- an increased risk of bleeding , such as:
bleeding disorders, including conditions
resulting in reduced platelet activity an
active or a recent ulcer of your stomach
or bowel, infection of the heart
(bacterial endocarditis) recent bleeding
in your brain (haemorrhagic stroke).
very high blood pressure, not controlled
by medical treatment, a recent operation
on your brain, spinal column or eye- a severe kidney disease or if you are on
dialysis.
- a liver problem or a history of liver
problems.
Your doctor will perform a test on your
liver function before you take ELIQUI-
DX and it will be used
with caution in patients with signs of
altered liver function.- had a tube
(catheter) or an injection into your spinal
column (for anaesthesia or painreduction),your doctor will tell you to
take ELIQUI-DX 5 hours or more after
catheter removal. Children and
adolescentsELIQUI-Dx is not
recommended in children and
adolescents under 18 years of age.
Taking other medicines
Please tell your doctor or pharmacist if
you are taking or have recently taken any
other Medicines, including medicines
obtained without a prescription.
Some medicines may increase the effects
of ELIQUI-DX and some may decrease
its effects. Your doctor will decide, if
you should be treated with ELIQUI-DX
when taking these medicines and how
closely you should be monitored.
The following medicines may increase
the effects of ELIQUI-DX and increase
the chance for unwanted
bleeding.
- some medicines for fungal infections
(ketoconazole, etc.)
- some antiviral medicines for HIV /
AIDS (e.g. ritonavir)
- other medicines that are used to reduce
blood clotting (e.g. enoxaparin, etc.)
-anti-inflammatory or pain medicines
(e.g. aspirin or naproxen)
-medicines for high blood pressure or
heart problems (e.g. diltiazem).
The following medicines may reduce theability of ELIQUI-DX to help prevent
blood clots from forming.
-medicines to prevent epilepsy or
seizures (e.g. phenytoin, etc.)
-St Johns Wort (a herbal supplement
used for depression
-medicines to treat tuberculosis
Or other infections (e.g. rifampicin)
Taking ELIQUI-DX with food and drink
ELIQUI-DX can be taken with or
without food.Pregnancy and breast-feeding:Ask your doctor or pharmacist
for advice before taking any medicine.
The effects of ELIQUI-DX on
pregnancy and the unborn child are not
known. You should not take ELIQUI-
DX if you are pregnant.
7/30/2019 Sangeeta Uy
17/22
17
Contact your doctor immediately if you
become pregnant while aking ELIQUI-
DX. It is not known if ELIQUI-DX
passes into human breast milk. Ask your
doctor or pharmacist for advice before
taking this medicine while breast-
feeding. They will advise you to either
stop breast-feeding or to stop/not start
taking ELIQUI-DX.
Driving and using machines
ELIQUI-DX has not been shown to
impair your ability to drive or use
machines.
Important information about some of the
ingredients of ELIQUI-DX
The tablet contains lactose (a type of
sugar). If you have been told by your
doctor that you have an intolerance to
some sugars, contact your doctor before
taking this medicine.
3. HOW TO TAKE ELIQUI-DX
Always take ELIQUI-DX exactly as
your doctor has told you. You should
check with your doctor or pharmacist if
you are not sure.
Dose:
The usual dose is one tablet twice a day,
for example, one in the morning and one
in the evening.
Try to take the tablets at the same times
every day to help you to remember to
take them. You should take the first
tablet 12 to 24 hours after your
operation. Swallow the tablet with a
drink of water.
You should take one tablet twice a day,
every day, for as long as your doctor
tells you to take this
prescription. Duration of treatment if
you have had a major Hip operation
you will usually take the tablets for 32
to38 days.
If you have had a major knee operation
you will usually take the tablets for 10 to
14 days.
If you take more ELIQUI-DX than you
should: Tell your doctor immediately if
you have taken more than the prescribed
dose of ELIQUI-DX. Take the
medicine pack with you, even if there are
no tablets left. If you take more ELIQUI-
DX than recommended, you may have
an increased risk of bleeding. Ifbleeding
occurs, surgery or blood transfusions
may be required. If you forget to take
ELIQUI-DX
Take the tablet as soon as you
remember and:
take the next tablet of ELIQUI-DX at
the usual time
then continue as normal.
If you are not sure what to do or have
missed more than one dose,
ask your doctor or pharmacist.
If you stop taking ELIQUI-DX .Do not
stop taking ELIQUI-DX with out
talking to your doctorfirst, because the
risk of developing a
blood clot could be higher if you stop
treatment too early.
If you have any further questions on the
use of this medicine, ask your doctor or
pharmacist.
4. POSSIBLE SIDE EFFECTS
Like all medicines, ELIQUI-DX can
cause side effects, although not
everybody gets them.
ELIQUI-DX may cause bleedings which
may potentially be life threatening.
Thebleedings may not be obvious and
could possibly lead to anaemia, (a low
blood cell count which may cause
tiredness or paleness).
Frequencies are defined as follows:
-very common: affects more than 1 user
in 10 -common: affects 1 to 10 users in
100
-uncommon: affects 1 to 10 users in
1,000
-rare: affects 1 to 10 users in 10,000
- very rare: affects less than 1 user in
10,000
Common side effects:
- Anaemia which may cause tiredness or
paleness - Bleeding including:
- blood in the urine (that stains the urine
pink or red) - bruising and swelling
- vaginal bleeding
- Nausea (feeling sick)
Uncommon side effects:
- Reduced number of platelets in your
blood (which can affect clotting)
- Bleeding including:
- bleeding occurring after your operation
including bruising and swelling, blood or
liquid leaking from the surgical
wound/incision (wound secretion)
- bleeding in your stomach, bowel
or blood in the stools
- blood found in the urine on laboratory
testing ,- bleeding from your nose.
- Low blood pressure which may make
you feel faint or have a quickened
heartbeat.
.
Manufactured by Life care Pvt ltd,
Lucknow and also Contact
no.8957913050.
7/30/2019 Sangeeta Uy
18/22
18
Visual aid
Film coated tablet of Apixaban
Life care labs ltd.
Lucknow (U.P.) INDIA
INDICATIONS It contains apixaban which prevents blood
coagulation.
Do not take Eliqui-DX if have bleeding disorders.
In various thramboembolic events.
7/30/2019 Sangeeta Uy
19/22
19
Apixaban is an oral, reversible, and selective
active site inhibitor of FXa. It does not
require antithrombin III for antithrombotic
activity. Apixaban inhibits free and clot-
bound FXa, and prothrombinase activity.
Apixaban has no direct effect on plateletaggregation, but indirectly inhibits platelet
aggregation induced by thrombin. By
inhibiting FXa, apixaban decreases thrombin
generation and thrombus development
7/30/2019 Sangeeta Uy
20/22
20
CHAPTER 4
7/30/2019 Sangeeta Uy
21/22
21
CHAPTR 4
CONCLUSION
Product promotion strategy of Eliqui-DX:
E-detailing of ELIQUI-DX provides all information regarding the drug so that physicianconsiders ELIQUI-DX for prescription for patients that leads to increase of sales of
ELIQUI-DX.
Visual aids of ELIQUI-DX is used to illustrate benefits of drug and superiority over otherbrands so that the prescriber will influenced by visual aids of ELIQUI-DX and will start
prescribing the ELIQUI-DX that will increase the sales of ELIQUI-DX.
Advertisement in journals and scientific magazines influences the physicians that willlead to increase sales of ELIQUI-DX.Personal selling through medical representative, he
describes all features of ELIQUI-DX and convince the doctors to prescribe so that sales
of ELIQUI-DX will increase.
May be because of reminders, such as calender and paper weight which are given toprescriber to remind ELIQUI-DX for prescription so the sales of ELIQUI-DX will
increase.
Free samples may increase the sales of product by providing free trial of product.Sponsoring a seminar among doctors regarding the efficacy and use of ELIQUI-DX. That
will influence prescribing habit of doctors, promoting the sales of ELIQUI-DX.
These promotional strategies may be adopted by company for boosting the sales of
ELIQUI-DX.
7/30/2019 Sangeeta Uy
22/22
22
BIBLIOGRAPHY
Hardman, J.G. ; Gilman, A.G. , Goodman& Gilmans The Pharmacological Basisof Theraputics ; 10
th
Ed.; McGraw Hill Medicinal Publishing House, New Delhi;2001; Page no. 1019-1056
Kotler, P.; Keller, K.L.; & Koshy, A. , Marketing Management ; 12 th Ed ;Pearson Prentice Hall ; 2007 ; Page no. 521-540
Smith, M.C., Principals of Pharmaceutical Marketing ; 3rd Ed; CBS Publishers &Distribution, New Delhi; 2002; Page no. 272-300.
http:// www.Wikipedia. Com./103.24/ Eliquis http:// www.Medindia.net/brandname/price/ELIQUIS.