Olmesartan medoxomil is an angiotensin II receptor antagonist which is used for the treatment of high blood pressure. An ester prodrug, it is completely and rapidly hydrolyzed to the active acid form. It is indicated for the treatment of hypertension. It may be used alone or in combination with other antihypertensive agents
2. Executive Summary
Brand Name - OLISET
Molecule - OLMESARTAN
Tablet – 20 mg tablet
Brand vision – To be brand leader by 2030
Brand Mission – To be a 20 Crs brand by 2022
Brand objective in 2018-19 – 12 Crs
Target Doctors – Cardio, Diabeto, CP and GP’s
Total market for OLMESARTAN is Rs 261.16 Cr
Market growth – 17% growth
Brand Strategy – To convert the prescriber of competitor brand to
Oliset as it completely and rapidly hydrolyzed to the active acid form
Projected marketing expenses - 50 Lakhs
Gross Profit Net of Marketing Expenses – 1.5 Cr
3. Disease & Market definition
1. Relaxing blood vessels : A long-term medical
condition in which the blood pressure in
the arteries is persistently elevated
2 Diabetic nephropathy :There is gradual loss
of kidney function over a period of months or years.
Diagnosis is generally by blood tests to measure
the glomerular filtration rate and urine tests to
measure albumin
3 Congestive heart failure
4. Epidemiology
Trigger factors:
1.Age- Most of the studies have included population above the age of 18 years or older
who is affecting from this disease.
2. Dietary Factors-Too high in salt consumption, as well as calories,
saturated and trans fat and sugar, carries an additional risk of high
blood pressure
3. Smoking/Alcohol- May trigger the high blood pressure
4. Working condtion
6. Mechanism of high blood pressure
Severe decrease blood flow to brain
Cerebral hypoxia
Vasomotor centre stimulated – causes powerful
vasoconstriction
( INCREASE SYMPATHETIC DISCHARGE –
Norepinephrine)
Increase blood pressure & blood flow
7. Mechanism of Action- Angiotensin II
receptor antagonist
Block the activation of angiotensin II
AT1 receptors
Directly causes vasodilation
Reduces secretion of vasopressin, and
reduces production and secretion
of aldosterone
Combined effect reduces blood pressure
8. Dosage and Administration
Indication Dose (mg) Duration
HIGH BLOOD
PRESSURE
20 OD
HIGH BLOOD
PRESSURE
40 OD
RENAL IMPAIRMENT 20 OD
HEPATIC IMPAIRMENT 20 OD
9. Olmesartan Profile
Side effect:
• Dizziness
• Headache
• Abdominal pain
• Dyspepsia
• Diarrhoea
Precautions:
• Efficacy and safety in pediatric patents and in pregnant
women and nursing mother have not been established
10. SWOT Analysis
STRENGTHS AND
WEAKNESSES
• Management of HBP is great
• Effective mono therapy
• Company with well trained
workforce
• Can’t be given in pregnancy &
Lactating females
• In paediatric patients is not
approved(use only in above 12 yr
age)
OPPORTUNITIES
AND THREATS
• Increase the pack size form 10
to 15 per strip
• Combinations can be made
• High market value
• More competitors
• Diffetrent molecules for
indications
11. Contraindication and Administration and side effects
• Not used in Pregnancy-fetal malformations for pregnant
women
• For treatment with olmesartan include biliary obstruction
• May decrease glomerular filtration w/ NSAIDs which can
cause acute renal failure
19. Brand USP
OLISET 20
Olmesartan medoxomil 20 mg Tabs
The ester prodrug, completely and rapidly hydrolyzed to the active acid form
20. Vision and Mission
To achieve 15 Cr by 2021Mission
Vision
To be a brand leader in the Olmesartan
market by 2030
21. Objectives for The Year 20181-19
• To be perceived as a Effective Therapy for
the treatment of HypertensionQualitative
• To achieve 12Crs in the year 2018-19Quantitative
23. SEGMENTATION
Among many Prescribes of Olmesartan following criteria
Are applied for the selection of DRs segment
1. Specialty- Cardiologist, Dibetologist, Consulting
physician, GP’s
2. Geographical- Urban/Extra Urban/Rural
4. Existing prescribers of Olmisartan or non-
prescribers
5. Practise- Drs of 30 to 50 yrs or above 50 yrs
6. Patients starting from 18 yr to 60+
24. Target customers
Cardiology, diabetologist, Consulting physician, GP’s
in Urban and Extra Urban and rural markets who
are existing prescribers of Olmisartan in the age
group of 30 to 50 yrs with and have been practicing
for more than 3yr
26. Brand Strategy
4/11/2018 26
To convert the prescribers of competitor brands by highlighting the
advantages of it is completely and rapidly hydrolyzed to the active acid
form through various print inputs and CMEs and Doctor group meetings
27. COMMUNICATION HIGHLIGHTS
4/11/2018 27
• USP of rapidly hydrolyzing to the active acid form
• First line in hypertension
• Longer half-life
• Long duration Action(14 -16 hr)
• Quality Brand at affordable price
• Increases patient compliance
• OD dosing
28. COMMUNICATION STRATEGY
4/11/2018 28
To communicate the advantages of Oliset to rapidly hydrolyzing to the
active acid through various creative inputs including print, CMEs and
through special campaigns
31. PAY OFF LINE
Oliset which completely and rapidly hydrolyzes
to the active acid form
BRAND SUPPORT LINE
All is set with OLISET
32. To control High Blood Pressure
To set it all…
OLISET 20
Controls high blood pressure
Ester prodrug, it is completely and rapidly hydrolyzed to the active acid form
Biological half life of more than 14 hours
OLISET 20
Olmesartan medoxomil 20 mg Tabs
Completely and rapidly hydrolyzed to the active acid form
In hypertension
OLISET 20
33. Pre – Launch Teasers
Heavy heart beat Happy heart
Its not OK for all things to HIGH…
… something's it should be controled
34. Pre – Launch Teasers
Endless Love
Its not OK for all things to HIGH…
… something's it should be controled
39. Promotogram
Input April May Jun Jul Aug Sep
BP
CHECKUP
Yes YES YES
HYPERTEN
SION DAY
YES
POSTERS YES YES
Scientific
Literature
Yes YES
Pen Yes Yes Yes
Apr- Sep’19
41. Brand P&L
Brand P&L OLISET
Sales Proj. (Rs.) 2.5 Crs
Less Cost Of Goods(COG) 50 L
Gross Margin (Rs.) 2 Cr
Less Advt & Promo (A&P)
(15% of sales) 37.45 Lakh
Less Distribution Expenses
(5% of sales) 12.5 Lakh
Gross Profit Before Tax
(PBT) 1.5 Cr
Editor's Notes
Age
In various surveys age does not appear to be related to any particular age. Although most of the studies have included population above the age of 18 years or older. the references regarding dyspepsia in children are limited, it appears that dyspepsia represents a common situation (60%-80%) under the
broad spectrum of recurrent abdominal pain.49 In studies of Asia, FD is more common in younger age group. A study from Japan reported that prevalence of FD was 13% and 8% in age groups below and above 50 years, respectively.31 Peak prevalences of FD appeared to peak in Chinese subjects 41-50 years.25-26 While the study from urban Mumbai, India found that dyspepsia was more prevalent in adults > 40 years.15 The studies from Britain,18 Taiwan29 and Denmark show a decreasing trend of FD with age
Dietary Factors
2 Study from Mumbai India have shown that vegetarians or non vegetarian diet have no effect on dyspeptic symptoms, and spicy, fried or food prepared
outside the home contributed insignificantly to worsening of symptoms.
NSAIDs
Association of regular smoking and dyspepsia has not been consistent. In the few population-based studies that have examined FD, smoking has not been shown to be a risk factor.26,27,36,37 In surveys from US,19 Canada,63 UK23 and India15.