An example of branding of lactulose drug as CONSLOSE with it's literature for the purpose of medicine marketing.

1. Welcome
To My Presentation
By bisshojit biswas

2. Lactulose
10g/15ml USP
Solution
The effective solution for
constipation

3. Introduction-
Lactulose is a non-absorbable sugar.
 It is a solution which can be used either
orally or rectally depending on the type
of disease.

4. Disease definition and
current treatment-
Treatment-
Lactulose
 Polyethylene glycol
 Lubiprostone &Linaclotide
Constipation-
Infrequent bowel movement
Common cause of painful defecation
Severe constipation include obstipation
& fecal impaction, which can progress
to bowel obstruction.
Hepatic encephalopathy-
 Occurrence of confusion, altered level of
consciousness & coma due to renal
failure
 Accumulation of toxic substance in the
blood stream
Treatment-
 Lactulose
 Antibiotics ( neomycin,
rifaximin)

5. Mechanism of action- constipation:
Lactulose reaches the colon unchanged
Breakdown by colonic bacteria into short chain fatty acids / PH
value in the colon decreases
Osmotic
pressure Biomass increases
Softening of the feces/ volume of stool increases
Stimulation of peristalsis
Shorter colonic transit time

6. Mechanismof action- Hepatic encephalopathy:
Lactulose reaches the colon unchanged
Breakdown by colonic bacteria into SCFA
PH value in the
colon decreases
Growth of
saccharolytic
bacteria
Usage of
ammonia
increases
Reduction of
putrefactive
bacteria
Ammonia
production
decreases
Conversion of NH3
into NH4
+
Ammonia in the colon & in the blood decreases
Shorter colonic transit time
Time for ammonia
generation reduced
Ammonia residence time
reduced
Excretion of NH4
+
With stools

7. SWOT Analysis-
Helpful Harmful
Internal Strength-
 This Formulation is first in
the Bangladeshi market
 Can be used orally or rectally
 Can be used for the
treatment of constipation &
hepatic encephalopathy
Weakness-
 Lack of knowledge about
the formulation
 Inappropriate level of
marketing
External Opportunity-
 Has a chance of market
development
 Has a possibility to create
demand of the product
Threats-
 Other pharmaceuticals
may improve or change
their formulation of the
same drug

8. Competitive pricing & our proposal-
Brand Molecule Company Pack size Strength Price per
unit
Daily dose Daily
cost
LACLOSE Lactulose Opsonin 100 ml 3.4gm/ 5 ml 105.57/- 15 ml twice 15.84
AVOLAC Lactulose Aristopharma 100 ml 3.35gm/ 5 ml 120/- 15 ml twice 18
TULAC Lactulose Eskayef 50 ml 3.5gm/ 5 ml 65/- 15 ml twice 19.5
RELACS Lactulose ACI 100 ml 3.35 gm/ 5ml 65/- 15 ml twice 9.75
OSMOLAX Lactulose Square 100 ml 3.4 gm / 5 ml 120/- 15 ml twice 18
Proposal
Strength Pack MRP TP
10gm/
15ml
100ml 125/- 100/-

9. Communication Strategy-
Objective-
USP:
Can be used orally or rectally
 It is used for the treatment of both constipation & hepatic encephalopathy
 It is a non absorbable sugar, so no chance of systemic toxicity
 Ensures best quality product
 Have high quality raw material
Theme- The effective solution for constipation

10. Positioning & Targeting-
Product Posting Priority Target
Specialty
Target
diseases
Conslose Constipation
specially
chronic
idiopathic
constipation
Primary Gastroenterologist Constipation
specially
chronic
idiopathic
constipation
Conslose Hepatic
encephalopath
y due to liver
failure
Secondary Hepatologist Hepatic
encephalopa
thy due to
liver failure

11. Literature-
DissolvingHard Problems

12. Literature-
A Lot of people suffer from constipation both adult and children.
Hepatic encephalopathy is very common among people suffering from liver
disease.
Introduces
Lactulose 10gm/15ml USP ; 100 ml solution
CONSLOSE®

13. Literature-
Lactulose 10gm/15ml USP ; 100 ml solution
The effective solution for constipation
Dosage & Administration -
Constipation: Initially CONSLOSE® solution may be given twice daily. In due course the dose
should be adjusted according to the needs of the individual, but the following serves as a guide:-
Starting dose: Adults: (including the elderly) - 15 ml twice daily. Children: 5 to 10 years - 10 ml
twice daily. Children under 5 years - 5 ml twice daily. Babies under 1 year - 2.5 ml twice daily.
CONSLOSE® solution may, if necessary, be taken with water, fruit juice etc.
Hepatic encephalopathy: Adults (including the elderly): Initially 30-50 ml three times a day.
Subsequently adjust the dose to produce two or three soft stools each day. Children: No dosage
recommended for this indication. Because of Lactulose's physiological mode of action it may take
up to 48 hours before effects are obtained.

14. Literature-
Lactulose 10gm/15ml USP ; 100 ml solution
The effective solution for constipation
INDICATION- 1. Constipation (chronic constipation): In every case of chronic constipation, initial treatment should consist of a diet rich in fiber
(vegetables, salads, fruits, supplements of linseeds, wheat germ etc.) a generous amount of liquids and much physical exercise.
CONSLOSE® is only to be taken when these measures prove insufficient. 2. Intestinal flora disturbances: In damage to intestinal flora, following therapy
with broad spectrum antibiotics, gall bladder diseases and intestinal diseases (colttis, diverticulosis, megacolon etc.) 3. Increased blood ammonia levels
(hyperammoniemia in hepatopathy, portal systemic encephtopathy, precoma, coma). 4. Diseases of the gums and the parodontic apparatus
(paradontosis, bleeding from the gums, inflammation, dystrophy). CONTRAINDICATION- Hypersensitivity to either galactose and/ or lactose, galactose-
free diet. Gastro-cardial symptom complex (heart problems stemming from the gastro-intestinal tract), suspected intestinal obstruction. SIDE EFFECTS-
Occasionally flatulence can occur at the beginning of treatment, this is rapidly eliminated by reducing the dose and/ or taking the daily dose in several
smaller individual portions spread over the course of the day. Overdosage can result in diarrhoea. In abuse: loss of electrolytes (primarilty Potassium).
USE IN PREGNANCY OR LACTATION- Studies show that Lactulose has no adverse effects. Decisions regarding use during pregnancy and lactation must be
made by a registered physician.
REF- 1. https://en.wikipedia.org/wiki/Lactulose,
2. https://www.drugs.com/pro/lactulose.html,
3. http://bddrugs.com/index.php
PRESCRIBING INFORMATION