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1
SWOTAnalysis
on
HipolipemiantMarket
bySorinCiuciuc
forTerapiaS.A.
2
MedicalSWOTAnalysis
ProductsontheMarket:
•Zocor(Simvastatinum)–MSD
•Vasilip(Simvastatinum)–KRKA
•Sortis(Atorvastatinum)–Pfizer
•Lipanthyl(Fenofibratum)–LaboratoiresFournier
•Regadrin(Bezafibratum)–BerlinChemie
3
ClassMajorMolecules
OnRomanianMarket
MechanismofActionTherapeutic
Indications
StatinesAtorvastatinum
Fluvastatinum
Lovastatinum
Pravastatinum
Simvastatinum
HMGCo-AreductaseinhibitingHyper-lipoproteinemias
TypeIIa,IIb
FibratesBezafibratum
Ciprofibratum
Fenofibratum
Gemfibrozilum
TGsynthesisinhibition,
EnhanceVLDLcatabolism
Hyper-lipoproteinemias
TypeIIb,III,IV,V
BiliaryAcids
blockers
NoneBindingbiliaryacids,thus
blockingintestinal
reabsorbtion
Hyper-lipoproteinemias
TypeIIa,IIb
Nicotinic
Acidand
Derivates
AcipimoxumHyper-lipoproteinemias
TypeII,III
OthersMoleculesunknownVariousNonspecific
MedicalProperties
4
Zocor&Vasilip(Simvastatinum)
MedicalSWOTAnalysis
-30
-20
-10
0
10
20
%
TOTAL-CLDL-CHDL-CTG*
EficientaZocor(studiupe6sapt.) Lower
Dose
Comparativ
Simvastatin
5mgqpm
Simvastatin
10mgqpm
-40
-30
-20
-10
0
10
%
TOTAL-CLDL-CHDL-CTG*
EficientaZocor(studiu6sapt.)
Placebo
Simvastatin
20mgqpm-50
-40
-30
-20
-10
0
10
%
TOTAL-CLDL-CHDL-CTG*
EficientaZocor(studiu18-24sapt.)
Simvastatin
40mgqpm
Simvastatin
80mgqpm
Strengths:
•lowersTotal-Chol,LDL-Chol
andTGevenatsmallerdoses
•highestefficiencyat20mgdose
•increasedHDL-Cholmaintained
athigherdoses
Zocor&Vasilip(Simvastatinum)
MedicalSWOTAnalysis
Weaknesses:
•althoughisequallyefficientonTotal-
CholandLDL-Cholloweringas
fenofibrate,itisnotefficientonTG
loweringintypeIIaHLP
•furthermore,intypeIIbHLPtheenhance
ofHDL-Cholfractionissmallerandthe
effectuponTGlevelisreversed,
comparedwithfenofibrate
•limitedtherapeuticspectrumtotypeIIa
andIIbHLP
6
Zocor&Vasilip(Simvastatinum)
MedicalSWOTAnalysis
Opportunities:
•newlaunchedgroupofhipolipemiantagents,likeEzetimibes,whichmaybe
recommendedinacombinedtherapywithHMGCo-Areductaseinhibitors
-25
-20
-15
-10
-5
0
5
%
Total-
C
LDL-
C
Apo
B
TGbHDL-
C
ZetiaefficiencywhencombinedwiyhHMG
Co-AreductaseInhibitors
On-goingHMG-CoA
reductaseinhibitor
+Placebod
On-goingHMG-CoA
reductaseinhibitor
+ZETIAd
7
Zocor&Vasilip(Simvastatinum)
MedicalSWOTAnalysis
Threats:
•costoftreatment/dayishigh
•newtypesofmoleculeswhichmightbeavailablesoon(Ezetimides)
-20
-15
-10
-5
0
5
%
Total-
C
LDL-CApoBTGaHDL-C
ZetiaefficiencyinLipidMetabolismmanagement
Placebo
Ezetimibe
8
Sortis(Atorvastatinum)
MedicalSWOTAnalysis
-40
-30
-20
-10
0
10
%
LDL-CTGNon-
HDL-
C/HDL-
C
StudiuAtorvastatina/Lovastatina
Study1
Atorvastatin
10mg
Lovastatin20
mg
-40
-35
-30
-25
-20
-15
-10
-5
0
5
10
%
ApoBNon-
HDL-
C/HDL-
C
StudiuAtorvastatina/Pravastatina
Atorvastatin
10mg
Pravastatin
20mg
Strengths:
•accordingtothesestudies,
Atorvastatinumismoreefficientthan
Pravastatinum,Lovastatinumand
Simvastatinum
-40
-30
-20
-10
0
10
%
LDL-CTGNon-
HDL-
C/HDL-
C
StudiuAtorvastatina/Simvastatina
Atorvastatin10mg
Simvastatin10mg
9
Sortis(Atorvastatinum)
MedicalSWOTAnalysis
Weaknesses:
•sharpusage
spectrum,although
lateststudies
conductedbythe
producertendto
broadenthe
therapeutic
spectrum
Pharmacologic
Action
FenofibrateAtorvastatine
TGlowering+++/-
HDL-cholesterol
enhance
+++/-
Totalcholesterol
lowering
+/-++
LDL-cholesterol
lowering
+/-++
Therapeutic
Indications
Hyper-
lipoproteinemias
TypeIIb,III,IV,V
Hyper-
lipoproteinemias
TypeIIa,IIb
10
Sortis(Atorvastatinum)
MedicalSWOTAnalysis
Opportunities:
•lateststudiesconductedbytheproducertendtobroadenthetherapeutic
spectrumtowardstypesIIIandIVHLP
•newlaunchedgroupofhipolipemiantagents,likeEzetimibes,which
mayberecommendedinacombinedtherapywithHMGCo-Areductase
inhibitors
-25
-20
-15
-10
-5
0
5
%
Total-
C
LDL-
C
Apo
B
TGbHDL-
C
ZetiaefficiencywhencombinedwiyhHMGCo-A
reductaseInhibitors
On-goingHMG-CoA
reductaseinhibitor
+Placebod
On-goingHMG-CoA
reductaseinhibitor
+ZETIAd
11
Sortis(Atorvastatinum)
MedicalSWOTAnalysis
Threats:
•costoftreatment/dayishigh
•newtypesofmoleculeswhichmightbeavailablesoon(Ezetimides)
-20
-15
-10
-5
0
5
%
Total-
C
LDL-CApoBTGaHDL-C
ZetiaefficiencyinLipidMetabolismmanagement
Placebo
Ezetimibe
12
Lipanthyl(Fenofibratum)
MedicalSWOTAnalysis
EfectulFenofibratului
asupraHDL-C
-5
0
5
10
15
20
25
02468
PacienticuTG=350-499mg/dl
(%)mediudevariatie
delavaloareade
baza
Strengths:
•lowerstheTotal-Chol
•lowersLDL-Choland
VLDL-Cholfractions
•lowersTGlevel
•hypo-lipidemiant
agentwiththebroadest
therapeuticalspectrum,
indicatedintypesIIb,
III,IVandVHLP
•thelongclinicalusage
insurethesafetyand
clinicalefficiencyand
providednewideasof
pharmacological
improvements
0
5
10
15
20
25
30
02468
PacienticuTG=500-1500mg/dl
Placebo
Fenofibrat
13
Lipanthyl(Fenofibratum)
MedicalSWOTAnalysis
Weaknesses:
•themedicaldebatebetweenstatinesandfibratesinterventioninlipid
metabolismmanagementisinfulldevelopment,withoutproclaiminga
“winner”
14
Lipanthyl(Fenofibratum)
MedicalSWOTAnalysis
Opportunities:
•fenofibratehasahigherefficiency
thansimvastatinum,especiallyin
loweringTGandLDL-Cholfraction
andenhancingHDL-Chol,coronary
protectivefraction
•fenofibratehasahigherefficiency
thanbezafibratuminmanagingall
thecomponentsalteredin
dyslipidemias
26%
38,70%
41,50%
54,10%
27,50%
39,10%
15%
27,80%
0%
10%
20%
30%
40%
50%
60%
Reducerea
colesteroluluiseric
total
ReducereaVLDL-
colesterol
ReducereaTGtotaleCrestereaHDL-
colesterol
StudiucomparativBezafibrat-Fenofibrat
Bezafibrat(400mg)Fenofibrat(200mg)
15
Lipanthyl(Fenofibratum)
MedicalSWOTAnalysis
Threats:
•themedicaldebatebetweenstatines
andfibratesinterventioninlipid
metabolismmanagementisinfull
development
•fenofibrateistheleaderoffibratesin
thisdebate
•enteringinthisdebatewithoutworld-
widesupportmaynotbeusefulforthe
imageoftheproduct(“Statindrugsgivento
patientswithtype2diabeteswithknowncoronary
diseasehavebeenshowntoreducecoronary
events,eveninthosewithmildlipidabnormalities.
Fenofibrateappearstoreducetherateof
angiographicprogressionofatherosclerosisbut
hasnotbeenshowntoreducecoronaryevents.”
-Conclusion5ofDAISStudy)
-25
-20
-15
-10
-5
0
5
%
Total-
C
LDL-
C
Apo
B
TGbHDL-
C
ZetiaefficiencywhencombinedwiyhHMG
Co-AreductaseInhibitors
On-goingHMG-CoA
reductaseinhibitor
+Placebod
On-goingHMG-CoA
reductaseinhibitor
+ZETIAd
•newgroupofhipolipemiantagents,
likeEzetimibes,whichmaybe
administeredalongwithHMGCo-A
reductaseinhibitors
16
Regadrin(Bezafibratum)
MedicalSWOTAnalysis
Strenghts:
17
Regadrin(Bezafibratum)
MedicalSWOTAnalysis
Weaknesses:
•bezafibratumhasalowerefficiencythanfenofibratuminmanaging
allthecomponentsalteredindyslipidemias
26%
38,70%
41,50%
54,10%
27,50%
39,10%
15%
27,80%
0%
10%
20%
30%
40%
50%
60%
Reducerea
colesteroluluiseric
total
ReducereaVLDL-
colesterol
ReducereaTGtotaleCrestereaHDL-
colesterol
StudiucomparativBezafibrat-Fenofibrat
Bezafibrat(400mg)Fenofibrat(200mg)
18
Regadrin(Bezafibratum)
MedicalSWOTAnalysis
Opportunities:
19
Regadrin(Bezafibratum)
MedicalSWOTAnalysis
Threats:
•themedicaldebatebetweenstatines
andfibratesinterventioninlipid
metabolismmanagementisinfull
development
•fenofibrateistheleaderoffibratesin
thisdebate
•enteringinthisdebatewithoutworld-
widesupportmaynotbeusefulforthe
imageoftheproduct(“Statindrugsgivento
patientswithtype2diabeteswithknowncoronary
diseasehavebeenshowntoreducecoronary
events,eveninthosewithmildlipidabnormalities.
Fenofibrateappearstoreducetherateof
angiographicprogressionofatherosclerosisbut
hasnotbeenshowntoreducecoronaryevents.”
-Conclusion5ofDAISStudy)
•newgroupofhipolipemiantagents,
likeEzetimibes,whichmaybe
administeredalongwithHMGCo-A
reductaseinhibitors
-25
-20
-15
-10
-5
0
5
%
Total-
C
LDL-
C
Apo
B
TGbHDL-
C
ZetiaefficiencywhencombinedwiyhHMG
Co-AreductaseInhibitors
On-goingHMG-CoA
reductaseinhibitor
+Placebod
On-goingHMG-CoA
reductaseinhibitor
+ZETIAd
20
MarketingSWOTAnalysis
ProductsontheMarket:
•Zocor(Simvastatinum)–MSD
•Vasilip(Simvastatinum)–KRKA
•Sortis(Atorvastatinum)–Pfizer
•Lipanthyl(Fenofibratum)–LaboratoiresFournier
•Regadrin(Bezafibratum)–BerlinChemie
21
Zocor(Simvastatinum)
MarketingSWOTAnalysis
0
100
200
300
400
500
600
700
800
'000
1998_units2000_units2002_units
HipolipemiantMarketEvolution-Units
SIMVASTATINUM
Totalgeneral
Strengths:
•Simvastatinumistheleading
moleculeinthehipolipemiant
marketanditsgrowthinsuredthe
totalgrowthofthemarketinthepast
5years
0
1000
2000
3000
4000
5000
6000
7000
8000
'000
1998_usd2000_usd2002_usd
HipolipemiantmarketEvolution-Value
SIMVASTATINUM
Totalgeneral
22
Zocor(Simvastatinum)
MarketingSWOTAnalysis
0
50
100
150
200
250
'000
1998_units2000_units2002_units
SimvastatinumEvolution-Units
Zocor
SIMVASTATINUM
Weaknesses:
•newgenericSimvastatinum
enteredmanageto“steal”app.
15%fromZocorbusiness
0
500
1000
1500
2000
2500
3000
3500
4000
'000
1998_usd2000_usd2002_usd
SimvastatinumEvolution-Value
Zocor
SIMVASTATINUM
23
Zocor&Vasilip(Simvastatinum)
MarketingSWOTAnalysis
Opportunities:
•newlaunchedgroupofhipolipemiantagents,likeEzetimibes,whichmaybe
recommendedinacombinedtherapywithHMGCo-Areductaseinhibitors
-25
-20
-15
-10
-5
0
5
%
Total-
C
LDL-
C
Apo
B
TGbHDL-
C
ZetiaefficiencywhencombinedwiyhHMG
Co-AreductaseInhibitors
On-goingHMG-CoA
reductaseinhibitor
+Placebod
On-goingHMG-CoA
reductaseinhibitor
+ZETIAd
24
Zocor&Vasilip(Simvastatinum)
MarketingSWOTAnalysis
Threats:
•costoftreatment/dayishigh
•newtypesofmoleculeswhichmightbeavailablesoon(Ezetimides)
-20
-15
-10
-5
0
5
%
Total-
C
LDL-CApoBTGaHDL-C
ZetiaefficiencyinLipidMetabolismmanagement
Placebo
Ezetimibe
25
Vasilip(Simvastatinum)
MarketingSWOTAnalysis
0
500
1000
1500
2000
2500
3000
3500
4000
'000
2001_usd2002_usd
SimvastatinumEvolution-Value
Zocor
SIMVASTATINUM
Strengths:
•Simvastatinumistheleading
moleculeinthehipolipemiant
marketanditsgrowthinsured
thetotalgrowthofthemarketin
thepast5years
•Newgenericsinvastatinum
manageto“steal”app.15%in
valueandunitsinthefirstyear
onthemarket
0
50
100
150
200
250
'000
2001_units2002_units
SimvastatinumEvolution-Units
Zocor
SIMVASTATINUM
26
Vasilip(Simvastatinum)
MarketingSWOTAnalysis
Weaknesses:
27
Vasilip(Simvastatinum)
MarketingSWOTAnalysis
Opportunities:
•newlaunchedgroupofhipolipemiantagents,likeEzetimibes,whichmaybe
recommendedinacombinedtherapywithHMGCo-Areductaseinhibitors
-25
-20
-15
-10
-5
0
5
%
Total-
C
LDL-
C
Apo
B
TGbHDL-
C
ZetiaefficiencywhencombinedwiyhHMG
Co-AreductaseInhibitors
On-goingHMG-CoA
reductaseinhibitor
+Placebod
On-goingHMG-CoA
reductaseinhibitor
+ZETIAd
28
Vasilip(Simvastatinum)
MarketingSWOTAnalysis
Threats:
•newtypesofmoleculeswhichmightbeavailablesoon(Ezetimides)
-20
-15
-10
-5
0
5
%
Total-
C
LDL-CApoBTGaHDL-C
ZetiaefficiencyinLipidMetabolismmanagement
Placebo
Ezetimibe
29
Sortis(Atorvastatinum)
MarketingSWOTAnalysis
0
100
200
300
400
500
600
700
800
'000
1998_units2000_units2002_units
HipolipemiantMarketEvolution-Units
Sortis
Totalgeneral
Strengths:
•althoughinunitsSortisgrowth
barelyreachapp.10%,itsgrowth
invalueisover20%
0
1000
2000
3000
4000
5000
6000
7000
8000
'000
1998_usd2000_usd2002_usd
HipolipemiantmarketEvolution-Value
Sortis
Totalgeneral
30
Sortis(Atorvastatinum)
MarketingSWOTAnalysis
Weaknesses:
31
Opportunities:
•newlaunchedgroupofhipolipemiantagents,likeEzetimibes,whichmaybe
recommendedinacombinedtherapywithHMGCo-Areductaseinhibitors
-25
-20
-15
-10
-5
0
5
%
Total-
C
LDL-
C
Apo
B
TGbHDL-
C
ZetiaefficiencywhencombinedwiyhHMG
Co-AreductaseInhibitors
On-goingHMG-CoA
reductaseinhibitor
+Placebod
On-goingHMG-CoA
reductaseinhibitor
+ZETIAd
Sortis(Atorvastatinum)
MarketingSWOTAnalysis
32
Threats:
•costoftreatment/dayishigh
•newtypesofmoleculeswhichmightbeavailablesoon(Ezetimides)
-20
-15
-10
-5
0
5
%
Total-
C
LDL-CApoBTGaHDL-C
ZetiaefficiencyinLipidMetabolismmanagement
Placebo
Ezetimibe
Sortis(Atorvastatinum)
MarketingSWOTAnalysis
33
Lipanthyl(Fenofibratum)
MarketingSWOTAnalysis
FenofibratvsMarketEvolution-Units
0
100
200
300
400
500
600
700
800
900
1998_units1999_units2000_units2001_units2002_units
FENOFIBRATUM
Totalgeneral
Strengths:
•followsthetrendofthemarket
34
Lipanthyl(Fenofibratum)
MarketingSWOTAnalysis
Weaknesses:
•valuewise,fenofibrateslostthemarket“explosion”generatedbystatines
FenofibratvsMarketEvolution-Value
0
1000
2000
3000
4000
5000
6000
7000
8000
1998_usd1999_usd2000_usd2001_usd2002_usd
FENOFIBRATUM
Totalgeneral
35
Lipanthyl(Fenofibratum)
MarketingSWOTAnalysis
Opportunities:
36
Lipanthyl(Fenofibratum)
MarketingSWOTAnalysis
Threats:
•themedicaldebatebetweenstatinesandfibratesinterventioninlipid
metabolismmanagementisinfulldevelopment
•fenofibrateistheleaderoffibratesinthisdebate
•enteringinthisdebatewithoutworld-widesupportmaynotbeusefulforthe
imageoftheproduct
“Statindrugsgiventopatientswithtype2diabetes
withknowncoronarydiseasehavebeenshownto
reducecoronaryevents,eveninthosewithmildlipid
abnormalities.Fenofibrateappearstoreducetherate
ofangiographicprogressionofatherosclerosisbuthas
notbeenshowntoreducecoronaryevents.”
-Conclusion5ofDAISStudy
37
Regadrin(Bezafibratum)
MarketingSWOTAnalysis
Strengths:
38
Regadrin(Bezafibratum)
MarketingSWOTAnalysis
Weaknesses:
39
Regadrin(Bezafibratum)
MarketingSWOTAnalysis
Opportunities:
40
Regadrin(Bezafibratum)
MarketingSWOTAnalysis
Threats:
41
EfectulFenofibratului
asupraHDL-C
-5
0
5
10
15
20
25
02468
PacienticuTG=350-499mg/dl
(%)mediudevariatie
delavaloareade
baza
Strengths:
•lowerstheTotal-Chol
•lowersLDL-Choland
VLDL-Cholfractions
•lowersTGlevel
•hypo-lipidemiant
agentwiththebroadest
therapeuticalspectrum,
indicatedintypesIIb,
III,IVandVHLP
•thelongclinicalusage
insurethesafetyand
clinicalefficiencyand
providednewideasof
pharmacological
improvements
0
5
10
15
20
25
30
02468
PacienticuTG=500-1500mg/dl
Placebo
Fenofibrat
LipofibSR(Fenofibratum)
MedicalSWOTAnalysis
42
LipofibSR(Fenofibratum)
MedicalSWOTAnalysis
Weaknesses:
•newlaunchedgroupofhipolipemiantagents,likeEzetimibes,whichmaybe
recommendedinacombinedtherapywithHMGCo-Areductaseinhibitors
-25
-20
-15
-10
-5
0
5
%
Total-
C
LDL-
C
Apo
B
TGbHDL-
C
ZetiaefficiencywhencombinedwiyhHMG
Co-AreductaseInhibitors
On-goingHMG-CoA
reductaseinhibitor
+Placebod
On-goingHMG-CoA
reductaseinhibitor
+ZETIAd
43
LipofibSR(Fenofibratum)
MedicalSWOTAnalysis
Opportunities:
•fenofibratehasahigherefficiency
thansimvastatinum,especiallyin
loweringTGandLDL-Cholfraction
andenhancingHDL-Chol,coronary
protectivefraction
•fenofibratehasahigherefficiency
thanbezafibratuminmanagingall
thecomponentsalteredin
dyslipidemias
26%
38,70%
41,50%
54,10%
27,50%
39,10%
15%
27,80%
0%
10%
20%
30%
40%
50%
60%
Reducerea
colesteroluluiseric
total
ReducereaVLDL-
colesterol
ReducereaTGtotaleCrestereaHDL-
colesterol
StudiucomparativBezafibrat-Fenofibrat
Bezafibrat(400mg)Fenofibrat(200mg)
44
LipofibSR(Fenofibratum)
MedicalSWOTAnalysis
Threats:
•themedicaldebatebetweenstatines
andfibratesinterventioninlipid
metabolismmanagementisinfull
development
•fenofibrateistheleaderoffibratesin
thisdebate
•enteringinthisdebatewithoutworld-
widesupportmaynotbeusefulforthe
imageoftheproduct(“Statindrugsgivento
patientswithtype2diabeteswithknowncoronary
diseasehavebeenshowntoreducecoronary
events,eveninthosewithmildlipidabnormalities.
Fenofibrateappearstoreducetherateof
angiographicprogressionofatherosclerosisbut
hasnotbeenshowntoreducecoronaryevents.”
-Conclusion5ofDAISStudy)
•newgroupofhipolipemiantagents,
likeEzetimibes,whichmaybe
administeredalongwithHMGCo-A
reductaseinhibitors
-25
-20
-15
-10
-5
0
5
%
Total-
C
LDL-
C
Apo
B
TGbHDL-
C
ZetiaefficiencywhencombinedwiyhHMG
Co-AreductaseInhibitors
On-goingHMG-CoA
reductaseinhibitor
+Placebod
On-goingHMG-CoA
reductaseinhibitor
+ZETIAd
45
LipofibSR(Fenofibratum)
MarketingSWOTAnalysis
FenofibratvsMarketEvolution-Units
0
100
200
300
400
500
600
700
800
900
1998_units1999_units2000_units2001_units2002_units
FENOFIBRATUM
Totalgeneral
Strengths:
•followsthemarketgrowingtrend
46
LipofibSR(Fenofibratum)
MarketingSWOTAnalysis
Weaknesses:
•intermsofvalue,fenofibrateshavelostthepacewiththe“market
explosion”causedbystatines
FenofibratvsMarketEvolution-Value
0
1000
2000
3000
4000
5000
6000
7000
8000
1998_usd1999_usd2000_usd2001_usd2002_usd
FENOFIBRATUM
Totalgeneral
47
LipofibSR(Fenofibratum)
MarketingSWOTAnalysis
Opportunities:
48
LipofibSR(Fenofibratum)
MarketingSWOTAnalysis
Threats:
•themedicaldebatebetweenstatinesandfibratesinterventioninlipid
metabolismmanagementisinfulldevelopment
•fenofibrateistheleaderoffibratesinthisdebate
•enteringinthisdebatewithoutworld-widesupportmaynotbeusefulforthe
imageoftheproduct
“Statindrugsgiventopatientswithtype2diabetes
withknowncoronarydiseasehavebeenshownto
reducecoronaryevents,eveninthosewithmildlipid
abnormalities.Fenofibrateappearstoreducetherate
ofangiographicprogressionofatherosclerosisbuthas
notbeenshowntoreducecoronaryevents.”
-Conclusion5ofDAISStudy
LipofibSR250mg
(fenofibratmicronizat)
LipofibSR250mg
Capsulecueliberareprelungită
Proprietăţigenerale
•LipofibSR250mgesteunagentregulatorallipidemiei,
pebazădefenofibratmicronizat.
•LipofibSR250mgprezintăonouăformularefarmaceutică,
cueliberareprelungită.
•LipofibSR250mgbeneficiazădepeste30anideexperienţăclinică,
validatăprintr-omultitudinedestudiiclinice.
LipofibSR250mg
Capsulecueliberareprelungită
Efectefarmacologice
LipofibSR250mgdetermină:
•scădereacolesteroluluiplasmatictotal;
•scădereafracţiilordeLDL-colesterolşiVLDL-colesterol;
•scădereaniveluluiplasmaticdetrigliceride;
•creştereaniveluluiplasmaticalfracţiei“protective”deHDL-colesterol.
LipofibSR250mg
Capsulecueliberareprelungită
Farmacocinetică
•AbsorbţiaLipofibSR250mgdintractuldigestiveste
deaproximativ85%,atingândunpeakplasmaticdupă6-8ore.
•Distribuţiaplasmaticăstabilăesteatinsăla5ziledelaprima
administrare,fărăevidenţiereafenomenelordeacumularela
administrareaprelungită.
•Metabolizareafenofibratuluiesterealizatădecătreesteraze
laacidfenofibric-metabolitulactiv.
•ExcreţiaLipofibSR250mgestepredominantrenală(65%).
•T½deaproximativ20oreoferăposibilitateaadministrăriiodatăpezi.
LipofibSR250mg
Capsulecueliberareprelungită
Formafarmaceuticăcueliberareprelungită…
•Menţinestabilăconcentraţiaterapeuticăeficientă.
•Reducenumăruldeadministrărişidozazilnicătotală,
diminuândefecteletoxice.
•Amelioareazărezultateleobţinute,maialesîntratamentul
bolilorcronice.
•Scadecosturiletotalealetratamentului.
LipofibSR250mg
Capsulecueliberareprelungită
…îmbunătăţeştecomplianţapacientului!
•Scădereadramaticăa
complianţeipacientuluila
administrareaamaimultde3
dozezilniceestebinecunoscută.
•Reducereanumarului
administrărilorasiguratăde
formelefarmaceuticecueliberare
prelungităreprezintăceamai
eficientăsoluţieînterapiade
lungădurată.
LipofibSR250mg
Capsulecueliberareprelungită
83
75
59
0
10
20
30
40
50
60
70
80
90
complianta%
1admin/zi
2admin/zi
3admin/zi
•Îmbunătăţireaprogresivăacomplianţei(dela60%la3administrari
pezila85%pentru1doză/zi)areoimportanţăsporită,maialesîn
cazulbolilorcronice“silenţioase”clinic(cardiopatii,diabetzaharat).
Dozareeficientasisigura
LipofibSR250mg
asigura:
atingereasi
mentinerea
dozeioptimeinca
dinprimelezilede
tratament,
fara
efecte
adverse!
LipofibSR250mg
Capsulecueliberareprelungită
0
50
100
150
200
250
300
350
Z1
Z2
Z3
Z4
Z5
ziletratament
mgsubstantaactiva/zi
intervaloptimterapeutic
dozaminima
terapeutica
adaptatdupaEthypharm
DrugDeliverySolutions,1999
Mecanismdeacţiune
LipofibSR250mgacţioneazaastfel:
•inhibăsintezatrigliceridelor,scazândnivelullorplasmatic;
consecutiv,scadeeliberareaVLDL-colesterolîncirculaţie.
•stimuleazăcatabolismullipoproteinelorbogateîntrigliceride
(VLDL-colesterol).
•reducenivelulplasmaticdeaciduric,princreştereaexcreţieiurinare.
LipofibSR250mg
Capsulecueliberareprelungită
CaracteristicileunicealeLipofibSR250mg…
•Agentregulatorallipidemiei,pebazădefenofibratmicronizat,
cuurmătoareleefectelefarmacologice:
-scădereacolesteroluluiplasmatictotal;
-scădereafracţiilordeLDL-colesterolşiVLDL-colesterol;
-scădereaniveluluiplasmaticdetrigliceride;
-creştereaniveluluiplasmaticalfracţieideHDL-colesterol.
•Onouăformularefarmaceutică,cueliberareprelungită,ceasigură
complianţamaximă.
•Dozade250mgasiguraunplusdesigurantainatingereasimentinerea
dozeieficienteterapeutic,faraexacerbareaefecteloradverse.
•Peste30anideexperienţăclinică,validatăprinmultiplestudii.
…conduclareconsiderareaterapeuticăafenofibratului.
LipofibSR250mg
Capsulecueliberareprelungită
Indicaţiiterapeutice
LipofibSR250mgesteunagenthipolipemiantadministrabiladulţilor,
cuurmătoareleindicaţiiterapeutice:
•hipertrigliceridemiesimplă(tipIV);
•hipertrigliceridemiecombinată(tipIIb,III);
•hipercolesterolemie(tipIIa)-atuncicândregimuldietetic
nuestesuficient,iarcolesterolemiarămâneridicată,chiarîncondiţiile
dieteiadecvateşi/saudupăînlăturareafactorilorderisc.
Respectarearegimuluidieteticesteabsolutnecesarăîntimpultratamentului.Acestmedicament,
înasocierecudieta,constituieuntratamentsimptomaticpetermenlung,acăruieficacitatetrebuie
evaluatăînmodregulat.
LipofibSR250mg
Capsulecueliberareprelungită
Hiperlipoproteinemii-strategiidecontrol
NikkilaEA,1983
BrownWV,1986
KeatingGM,OrmrodD,2002
GuayDP,2002
LipofibSR250mg
Capsulecueliberareprelungită
Hiperlipoproteinemii-opţiuniterapeutice
Clasa
Moleculelemai
importanteMecanismdeacţiuneIndicaţiiterapeutice
StatineAtorvastatinum
Fluvastatinum
Lovastatinum
Pravastatinum
Simvastatinum
InhibitorideHMGCo-A
reductaza
Hiperlipoproteinemii
TipIIa,IIb
FibraţiBezafibratum
Ciprofibratum
Fenofibratum
Gemfibrozilum
InhibăsintezaTG,
creştecatabolismul
VLDL
Hiperlipoproteinemii
TipIIb,III,IV,V
Chelanţide
acizibiliari
NuecazulLeagăaciziibiliari,
împiedicândreabsorbţia
Hiperlipoproteinemii
TipIIa,IIb
Acidnicotinic
şiderivaţi
AcipimoxumHiperlipoproteinemii
TipII,III
LipofibSR250mg
Capsulecueliberareprelungită
Acţiuneafenofibratuluiînhiperlipoproteinemii
KeatingGM,OrmrodD,2002
BrissonD,etal.,2002
leRouxCW,MurphyE,SeedM,2002
GuayDP,2002
SasakiJ,YamamotoK,AgetaM,2002
LipofibSR250mg
Capsulecueliberareprelungită
Dateleclinicedemonstreazăeficienţafenofibratuluiîn…
…încetinireaprogresieiaterosclerozeicoronarelapacienţiicudiabet
zaharattipII,princreştereafracţieiHDL-colesterol;
Theeffectoffenofibrateontheprogressionofcoronaryheartdiseaseinpatientswithtype2diabetes-thediabetes
aterosclerosisinterventiontrial–randomizedtrial(DAIS).Lancet,2001
…tratamentulhipercolesterolemiei;
ThirdreportoftheNationalCholesterolEducationProgram-NCEP).Expertpanelon:detection,evaluationandtreatmentof
highbloodcholesterolinadults
…managementulpetermenlungaldislipidemiilormetabolice;
Micronisedfenofibrate:anupdatedreviewofitsclinicalefficacyinthemanagementofdyslipidaemia,2002
…tratamentulpacientilordislipidemici;
EffectsofmicronizedfenofibrateversusatorvastatininthetreatmentofdyslipidaemicpatientswithlowplasmaHDL-
cholesterollevels,2002;
ComparisonoftheeffectsofatorvastatinorfenofibrateonnonlipidbiochemicalriskfactorsandtheLDLparticlesizein
subjectswithcombinedhyperlipidemia,2002;
Efficacyofatorvastatincomparedwithfenofibrateinpacientswithcombinedhyperlipemia.XIIthIntSymposium
AtherosclerosisISA,2000;
LipofibSR250mg
Capsulecueliberareprelungită
EficienţafenofibratuluiîndislipidemiiletipIVşiV
GoldbergAC,1989
SasakiJ,YamamotoK,AgetaM.,2002
LipofibSR250mg
Capsulecueliberareprelungită
Eficienţafenofibratuluiîntrigliceridemii
-41%
-17%
18%
15%
-25%
0%
-50%
-40%
-30%
-20%
-10%
0%
10%
20%
modificari%postterapeutic
TGHDL-colAcuric
pacienticuHLPtipIIasiIIb
Fenofibrat
Simvastatina
DespresJP,DelavalD,2002
SebestjenM,KeberI,2002
SteinmetzAetal.,1996
FarnierM,TurpinG,2000
LipofibSR250mg
Capsulecueliberareprelungită
Fenofibratul
înregistrează
scorurimaibune
peTGsiHDL-col,
comparativcu
simvastatinaîn
HLPtipIIaşiIIb.
Eficienţafenofibratuluifaţădesimvastatină
-28%-28%
-34%
-36%
0%0%
-37%
0%
-40%
-35%
-30%
-25%
-20%
-15%
-10%
-5%
0%
modificari%postterapeutic
Col-totalLDL-colHDL-colTG
pacienticuHLPtipIIa
Fenofibrat
Simvastatina
FermierM,etal.,1994
LipofibSR250mg
Capsulecueliberareprelungită
Fenofibratulare
eficacitatesimilara
simvastatineiasupra
Col-totalsiafractiei
LDL-collapacienţii
cuHLPtipIIa.
Eficienţafenofibratuluifaţădesimvastatină
-23%-22%-25%
-30%
29%
17%
-52%
18%
-60%
-50%
-40%
-30%
-20%
-10%
0%
10%
20%
30%
modificari%postterapeutic
Col-totalLDL-colHDL-colTG
pacienticuHLPtipIIb
Fenofibrat
Simvastatina
FermierM,etal.,1994
LipofibSR250mg
Capsulecueliberareprelungită
Fenofibratul
estesuperiorin
HLPtipIIb,atatprin
scadereafractieiLDL-col
siaTG,citsiprin
crestereafractiei
protectiveHDL-col.
Eficienţafenofibratuluifaţădeatorvastatină
DespresJP,DelavalD.,2002
SebestjenM,KeberI.,2002
GuayDP.,2002
FarnierM,TurpinG,2000
LipofibSR250mg
Capsulecueliberareprelungită
-26%
-39%-42%
-54%
-28%
-39%
15%
28%
-1
-1
0
0
0
0
0
0
0
0
Reducerea
colesterolului
serictotal
Reducerea
VLDL-
colesterol
Reducerea
TGtotale
Cresterea
HDL-
colesterol
Bezafibrat
(400mg)
Fenofibrat
(200mg)
modificari%postterapeutic
FeussnerG,KurthB,
LohrmannJ,1997
LipofibSR250mg
Capsulecueliberareprelungită
Eficienţafenofibratuluifaţădebezafibrat
Fenofibratul
estesuperior
bezafibratului
reducândeficient
atatCol-totalsiTG,
citsifractiaVLDL.
Crestereafractiei
protectiveHDL-col
estemaipronuntata.
StudiuclinicpentruLipofibSR250mg
•Scopul:determinareaeficienţeiterapeuticeaLipofibSR250mgîn
dislipidemiilesindromuluimetabolic,încolaborarecuCentruldeDiabet,
NutritieşiBoliMetabolicedinClujNapoca.
•Sponsor:TerapiaS.A.ClujNapoca.
•Coordonatorstudiu:Prof.Univ.Dr.NicolaeHancu,şefulCentrului
deDiabet,NuţritieşiBoliMetaboliceClujNapoca.
•Investigatori:Dr.GabrielaRoman,Dr.CorneliaBala,Dr.I.A.Veresiu,
Dr.LiviaDuma.
•Laborator:Dr.MarianaCoca.
LipofibSR250mg
Capsulecueliberareprelungită
StudiuincursalCentruluiClinicdeDiabet,
NutritiesiBoliMetaboliceClujNapoca
LipofibSR250mg
Capsulecueliberareprelungită
Rezultatelepartialealestudiuluiclinic
Beneficiileterapieicu
LipofibSR250mg,
dupa6saptamani:
•Coltotalcu14,1%
•LDL-colcu18,4%
•HDL-colcu16,2%
•TGcu38,2%
244.9
210.8
141.2
115.1
3641.9
554.3
342
0
100
200
300
400
500
600
modificarilepostterapeutice
ColtotalLDL-colHDL-colTG
I-aVizita
aII-aVizita
N=51,p<0,005
ModdeprezentareLipofibSR250mg
•cutieoriginalăcu3blisterex10capsulecueliberareprelungită
LipofibSR250mg
Capsulecueliberareprelungită
LIPOFIBSRLIPOFIBSR
2004September,Malta2004September,Malta
PM:SORINCIUCIUCPM:SORINCIUCIUC
1.MarketEvolution-i
HipolipemiantMarketgrewwith140%USDand136%UN,basedon:
•Fenofibratum(154%USDand120%UN)
•Simvastatine(142%USDand182%UN)
•Atorvastatine(136%USDand134%UN)
FenofibratesMarket:
•LipofibSR220%UNand242%USD2004F
•Lipanthyl200mg107%UNand125%USD2004F
•Lipivim-6%UNand–1%USD2004F
•NewarrivalforLipanthylSupra
1.MarketEvolution-ii
SalesUn&Val2003-2004
0
10000
20000
30000
40000
50000
60000
70000
80000
IanFebMarAprMaiIunIulAugSepOctNovDec
Un2003
USD2003
Un2004
USD2004
Liniară
(USD2003)
Liniară
(USD2004)
LipofibSRisamongtheBestPerformanceBrands
with209%growthinUSDJulyvs.January2004
2.ObjectivesandTarget
ObjectiveLipofib2004
0
10000
20000
30000
40000
50000
60000
70000
80000
AugSepOctNovDec
Continuetheascendingtrend
towards75000USD/monthin
December2004
bytargeting:
•Diabetologists
•Cardiologists
•Internalmedicine
•GP’s
4.MessagesandStrategies
•LipofibSRmaintainthestabile
efficienttherapeutical
concentration.
•LipofibSRhastheadvantage
ofitswideindicationsforthe
wholespectrumof
hiperlipoproteinemias
•ChoosingLipofibSRreduce
thenumberofadministrations
andthetotaldailydose,
loweringthesideeffects.
•Longtermadministrationof
LipofibSRlowersthetotal
costsofthetreatment.
•Maintainthediabetologists
prescriptionthrough
presentationstowardsthe
DiabetesCenters
•Renewthemessagetoward
cardiologistsLipofibSRhasthe
advantageofitswide
indicationsforthewhole
spectrumof
hiperlipoproteinemias
•Maketheswitchtowardthe
GP’susingtheMedicalLetters
obtainedthroughtheIndividual
Studies
5.MarketingSupport
•Productpresentations
•Dedicatedleaf-letfortheclinical
efficiency
•Promotetheclinicalresultsobtainedat
theDiabetesInstituteBucharest
•PromotionthroughMedicalCongresses
Cardiology–Sept2004
Diabetes–Nov2004
Noiposibilitatiterapeutice
inHiperlipoproteinemii
LipofibSR250mg
Capsulecueliberareprelungită
Hiperlipoproteinemii-strategiidecontrol
NikkilaEA,1983
BrownWV,1986
GuayDP,2002
LipofibSR250mg
Capsulecueliberareprelungită
Hiperlipoproteinemii-opţiuniterapeutice
Clasa
Moleculelemai
importanteMecanismdeacţiuneIndicaţiiterapeutice
StatineAtorvastatinum
Fluvastatinum
Lovastatinum
Pravastatinum
Simvastatinum
InhibitorideHMGCo-A
reductaza
Hiperlipoproteinemii
TipIIa,IIb
FibraţiBezafibratum
Ciprofibratum
Fenofibratum
Gemfibrozilum
InhibăsintezaTG,creşte
catabolismulVLDL
Hiperlipoproteinemii
TipIIb,III,IV,V
Chelanţide
acizibiliari
NuecazulLeagăaciziibiliari,
împiedicândreabsorbţia
Hiperlipoproteinemii
TipIIa,IIb
Acidnicotinic
şiderivaţi
AcipimoxumHiperlipoproteinemii
TipII,III
LipofibSR250mg
Capsulecueliberareprelungită
MelenovschiV,2002
leRouxCW,2002
GuayDP,2002
Protocoaleterapeuticeinhiperlipoproteinemii
LipofibSR250mg
Capsulecueliberareprelungită
LDL-CHDL-CTG
FIBRAŢI
Gemfibrozil2X600mg
Clofibrat2X1000mg
Fenofibrat200mg

5–20%

10–20%

20–50%
STATINE
Lovastatin20-80mg
Pravastatin20-40mg
Simvastatin20-80mg
Fluvastatin20-80mg
Atorvastatin10-80mg
Cerivastatin0.4-0.8mg

18–55%

5–15%

7–30%
Recomandari
infunctiede
profilullipidical
pacientului
sieficienta
terapeuticaa
fiecareiclase
deagenti
hipolipemianti
ExpertPanelonDetection,Evaluationand
TreatmentofHighBloodCholesterolin
Adults,JAMA2001;285:2486-2497
Alegereaagentuluihipolipemiant
LipofibSR250mg
Capsulecueliberareprelungită
infuncţiedeprofilullipidicalpacientului
•PROFILAXIAPRIMARĂ
DacăHDL-colestescăzutşiTGsuntcrescute:
Primaalegere-FIBRAT
DacăLDL-colestecrescutşiCol-totalestenormal:
Primaalegere-STATINA
•PROFILAXIASECUNDARĂ
DacăLDL-colestecrescut:
Primaalegere-STATINA
DacăLDL-colestenormal,HDL-colscăzutşiTGsuntcrescute:
Primaalegere-FIBRAT
ExpertPanelonDetection,Evaluationand
TreatmentofHighBloodCholesterolin
Adults,JAMA2001
GhidulADAinhiperlipoproteinemiadiabetica
LipofibSR250mg
Capsulecueliberareprelungită
PentrucreştereaHDL-colşi/sauscădereaTG:
primaalegere-FENOFIBRAT
PentruscădereaLDL-col:
adouaalegere-FENOFIBRAT
Pentruhiperlipidemiacombinată:
adouaalegere–STATINA+FENOFIBRAT
AmericanDiabetesAssociation
Guidelines/DiabetesCare,January2001
(Volume24,Supplement1)
Avantajeleterapeutice
oferitedeFenofibrat
LipofibSR250mg
Capsulecueliberareprelungită
Mecanismdeacţiune(I)
LipofibSR250mg
Capsulecueliberareprelungită
Prezenta
PPAR’s
inperetiicelulari
vasculari
Celula
musculara
neteda
Celula
endoteliala
vasculara
Macrofag
PPARalfaPPARalfa
PPARgama
PPARalfa
PPARgama
Descoperirea
PPAR-alfa
elucideaza
mecanismul
deactiune
alfenofibratului.
*PPAR=PeroxizomeProliferator-ActivatedFactor
Mecanismdeacţiune(II)
LipofibSR250mg
Capsulecueliberareprelungită
Activarea
PPAR-alfa
cresteefluxul
decolesterol
dinmacrofage
Efluxulde
colesterol
Expresia
geneiABC-1
PPAR-alfa
activat
Fenofibrat
MACROFAG
Mecanismdeacţiune(III)
LipofibSR250mg
Capsulecueliberareprelungită
Activarea
PPAR-alfa
inhiba
numeroase
mecanisme
aleaterosclerozei.
FenofibratActiuniasupra
Metabolismului
Lipoproteinelor
PPAR
alfaStimuleaza
producerea
ApoA-I,
ApoA-II,LPL
Stimuleaza
ß-oxidarea
mitocondriala
Inhibasinteza
ApoC-III
Actiuniasupra
inflamatiei
vasculare
InhibasintezaIL-6
siactivitateaCOX-2
Stimuleazaapoptoza
magrofaguluiactivat
Inhibarea
aterosclerozei
Fenofibratulactioneaza:
Metabolic:*StimuleazaproducereaApoA-I,ApoA-II,LPL
*Stimuleazaß-oxidareamitocondriala
*InhibasintezaApoC-III
Vascular:*InhibasintezaIL-6siactivitateaCOX-2
*Stimuleazaapoptozamagrofaguluiactivat
*Scadeinflamatiavasculara
Antitrombotic:*Scadefibrinogenul
*Scademoleculeledeadeziune
Reduceprogresiaaterosclerozei
Mecanismdeacţiune-concluzii
LipofibSR250mg
Capsulecueliberareprelungită
Acţiuneafenofibratuluiînhiperlipoproteinemii
BrissonD,etal.,2002
leRouxCW,MurphyE,SeedM,2002
GuayDP,2002
SasakiJ,YamamotoK,AgetaM,2002
LipofibSR250mg
Capsulecueliberareprelungită
>>
EficienţafenofibratuluiîndislipidemiiletipIVşiV
LipofibSR250mg
Capsulecueliberareprelungită
An18-week,multicenterUS
trialoffenofibrateintypeIVandVhyperlipoproteinemias,
triglyceridelevels(TGs)-patientswithelevatedbaselinelevels(350mg/dL
to499mg/dL)andwithveryelevatedbaseline(500mg/dLto1500mg/dL).
Source:GoldbergACetal.ClinTher.1989.
SasakiJ,YamamotoK,AgetaM,2002
Fenofibratul
reduceeficient
trigliceridemiainca
dinprimeledoua
saptamanide
tratament,
atatlapacientiicu
nivelecrescutedeTG,
catsilaceicu
niveleextremde
crescutedeTG
Eficienţafenofibratuluiintrigliceridemii
-23%-22%-25%
-30%
29%
17%
-52%
18%
-60%
-50%
-40%
-30%
-20%
-10%
0%
10%
20%
30%
modificari%postterapeutic
Col-totalLDL-colHDL-colTG
pacienticuHLPtipIIb
Fenofibrat
Simvastatina
LipofibSR250mg
Capsulecueliberareprelungită
Fenofibratul
estesuperiorin
HLPtipIIb,
atatprinscaderea
fractieiLDL-colsia
TG,citsiprin
crestereafractiei
protectiveHDL-col.
ClinicalReviewofFenofibrate
asTherapyforDyslipidemia
AllPatients(N=9,503)
TypeII-bSubgroup(n=2,165)
Source:KirchgasslerKUetal.ClinDrugInvest.1998
DrugBenefitTrends11(11sC):12-24,1999.©1999
CliggottPublishing,DivisionofSCPCommunications
Eficienţafenofibratuluifaţădeatorvastatină
SebestjenM,KeberI.,2002
GuayDP.,2002
FarnierM,TurpinG,2000
LipofibSR250mg
Capsulecueliberareprelungită
-26%
-39%-42%
-54%
-28%
-39%
15%
28%
-1
-1
0
0
0
0
0
0
0
0
Reducerea
colesterolului
serictotal
Reducerea
VLDL-
colesterol
Reducerea
TGtotale
Cresterea
HDL-
colesterol
Bezafibrat
(400mg)
Fenofibrat
(200mg)
modificari%postterapeutic
“ComparativeeffectsofBezafibrate
andFenofibrateinpatientswithtypeIII
Hyperlipoproteinemia”,
FeussnerG,KurthB,LohrmannJ.,EurJMedRes1997Apr
21;2(4):165-8FeussnerG,KurthB,LohrmannJ,1997
LipofibSR250mg
Capsulecueliberareprelungită
Eficienţafenofibratuluifaţădebezafibrat
Fenofibratul
estesuperior
bezafibratului
reducândeficient
atatCol-totalsiTG,
citsifractiaVLDL.
Crestereafractiei
protectiveHDL-col
estemaipronuntata.
LipofibSR250mg
fenofibratmicrogranuleincapsulate
LipofibSR250mg
Capsulecueliberareprelungită
Proprietăţigenerale
•LipofibSR250mgesteunagentregulatorallipidemiei,
pebazădefenofibrat,subformademicrogranuleincapsulate.
•LipofibSR250mgprezintăonouăformularefarmaceutică,
cueliberareprelungită.
•LipofibSR250mgbeneficiazădepeste30anideexperienţăclinică,
validatăprintr-omultitudinedestudiiclinice.
LipofibSR250mg
Capsulecueliberareprelungită
Efectefarmacologice
LipofibSR250mgdetermină:
•scădereacolesteroluluiplasmatictotal;
•scădereafracţiilordeLDL-colesterolşiVLDL-colesterol;
•scădereaniveluluiplasmaticdetrigliceride;
•creştereaniveluluiplasmaticalfracţiei“protective”deHDL-colesterol.
LipofibSR250mg
Capsulecueliberareprelungită
Farmacocinetică
•AbsorbţiaLipofibSR250mgdintractuldigestiveste
deaproximativ85%,atingândunpeakplasmaticdupă6-8ore.
•Distribuţiaplasmaticăstabilăesteatinsăla5ziledelaprima
administrare,fărăevidenţiereafenomenelordeacumularela
administrareaprelungită.
•Metabolizareafenofibratuluiesterealizatădecătreesteraze
laacidfenofibric-metabolitulactiv.
•ExcreţiaLipofibSR250mgestepredominantrenală(65%).
•T½deaproximativ20oreoferăposibilitateaadministrăriiodatăpezi.
LipofibSR250mg
Capsulecueliberareprelungită
Formafarmaceuticăcueliberareprelungită…
•Menţinestabilăconcentraţiaterapeuticăeficientă.
•Reducenumăruldeadministrărişidozazilnicătotală,
diminuândefecteletoxice.
•Amelioareazărezultateleobţinute,maialesîntratamentul
bolilorcronice.
•Scadecosturiletotalealetratamentului.
LipofibSR250mg
Capsulecueliberareprelungită
…îmbunătăţeştecomplianţapacientului!
•Scădereadramaticăa
complianţeipacientuluila
administrareaamaimult
de3dozezilniceestebine
cunoscută.
•Reducereanumarului
administrărilorreprezintă
ceamaieficientăsoluţie
înterapiadelungădurată.
LipofibSR250mg
Capsulecueliberareprelungită
83
75
59
0
10
20
30
40
50
60
70
80
90
complianta%
1admin/zi
2admin/zi
3admin/zi
•Îmbunătăţireaprogresivăacomplianţeiareoimportanţăsporită,
maialesîncazulbolilorcronice“silenţioase”clinic
(cardiopatii,diabetzaharat).
Indicaţiiterapeutice
LipofibSR250mgesteunagenthipolipemiantadministrabiladulţilor,
cuurmătoareleindicaţiiterapeutice:
•hipertrigliceridemiesimplă(tipIV);
•hipertrigliceridemiecombinată(tipIIb,III);
•hipercolesterolemie(tipIIa)-atuncicândregimuldietetic
nuestesuficient,iarcolesterolemiarămâneridicată,chiarîncondiţiile
dieteiadecvateşi/saudupăînlăturareafactorilorderisc.
Respectarearegimuluidieteticesteabsolutnecesarăîntimpultratamentului.Acestmedicament,
înasocierecudieta,constituieuntratamentsimptomaticpetermenlung,acăruieficacitatetrebuie
evaluatăînmodregulat.
LipofibSR250mg
Capsulecueliberareprelungită
Recomandari
Atentionariterapeutice:
•Reevaluareaprofiluluilipidicdupã3-6lunidetratament.
•Monitorizareaniveluluitransaminazelorsericedin3în3luni,înprimul
andetratament.
•Urmãrireatimpuluidetromboplastinãpartialactivat(APTT)labolnavii
trataticoncomitentcuanticoagulanteorale.
Contraindicatii:
•Absolute:hipersensibilitatelafenofibratsaulaoricaredintre
componentiiprodusului,insuficientãhepaticã,insuficientãrenalã,copii.
•Relative:tratamentconcomitentcuinhibitoriaiHMGCoAreductazei
saucualtifibrati.
LipofibSR250mg
Capsulecueliberareprelungită
StudiuclinicpentruLipofibSR250mg
•Scopul:determinareaeficienţeiterapeuticeaLipofibSR250mgîn
dislipidemiilesindromuluimetabolic,încolaborarecuCentruldeDiabet,
NutritieşiBoliMetabolicedinClujNapoca.
•Sponsor:TerapiaS.A.ClujNapoca.
•Coordonatorstudiu:Prof.Univ.Dr.NicolaeHancu,şefulCentrului
deDiabet,NuţritieşiBoliMetaboliceClujNapoca.
•Investigatori:Dr.GabrielaRoman,Dr.CorneliaBala,Dr.I.A.Veresiu,
Dr.LiviaDuma.
•Laborator:Dr.MarianaCoca.
LipofibSR250mg
Capsulecueliberareprelungită
DescriereastudiuluicliniccuLipofibSR250mg
Studiusimplu,deschis,“intentiontotreat”
Medicaţiadestudiu:LipofibSR250mg,cuadministrareunică,dimineaţa
Duratastudiului:24săptămâni
Înrolare:Martie–Aprilie2003Terminare:Octombrie2003
Include:80persoanecusindrommetabolic,dincare50cuDZtipII
EvaluareaeficienţeiLipofibSR250mgprin:
•modificareaprocentualăavaloriiCol-total,LDL-col,HDL-col,TG,
•%persoanelorcareauatinsobiectivelelipidice(ATPIII,ADA2003)
•modificareaRCV
LipofibSR250mg
Capsulecueliberareprelungită
StudiuincursalCentruluiClinicdeDiabet,
NutritiesiBoliMetaboliceClujNapoca
LipofibSR250mg
Capsulecueliberareprelungită
Rezultatelepartialealestudiuluiclinic
Beneficiileterapieicu
LipofibSR250mg,
dupa6saptamani:
•Coltotalcu14,1%
•LDL-colcu18,4%
•HDL-colcu16,2%
•TGcu38,2%
244.9
210.8
141.2
115.1
3641.9
554.3
342
-600
-500
-400
-300
-200
-100
0
100
modificarilepostterapeutice(mg/dL)
ColtotalLDL-colHDL-colTG
I-aVizita
aII-aVizita
N=51,p<0,005
-14,1%
-18,4%
+16,2%
-38,2%
ConcluziilestudiuluicliniccuLipofibSR250mg
•Eficienţăfoartebunăpemodificareaparametrilorlipidici
•Procentsemnificativdepersoanecareauatinsobiectiveleterapeutice
pentruTGşiHDL-colesterol
•ImbunatatireaRCV
•Siguranţăşitolerabilitatefoartebună
•Fărăreacţiiadverse
LipofibSR250mg
Capsulecueliberareprelungită
ModdeprezentareLipofibSR250mg
•cutieoriginalăcu3blisterex10capsulecueliberareprelungită
LipofibSR250mg
Capsulecueliberareprelungită
CaracteristicileunicealeLipofibSR250mg…
•Agentregulatorallipidemiei,pebazădefenofibratsubformade
capsulecumicrogranule,cuurmătoareleefectelefarmacologice:
-scădereacolesteroluluiplasmatictotal;
-scădereafracţiilordeLDL-colesterolşiVLDL-colesterol;
-scădereaniveluluiplasmaticdetrigliceride;
-creştereaniveluluiplasmaticalfracţieideHDL-colesterol.
•Onouăformularefarmaceutică,cueliberareprelungită,ceasigură
complianţamaximă.
•Dozade250mgasiguraunplusdesigurantainatingereasimentinerea
dozeieficienteterapeutic,faraexacerbareaefecteloradverse.
•Peste30anideexperienţăclinică,validatăprinmultiplestudii.
…conduclareconsiderareaterapeuticăafenofibratului.
LipofibSR250mg
Capsulecueliberareprelungită
1
PENTOXIPENTOXI
RETARDRETARD
Comprimatefilmatecueliberareprelungită,400mg
PENTOXIRETARD
PENTOXIRETARD
Substanţaactivă:pentoxifilina
Clasaterapeutică:Vasodilatatorarterialperiferic
musculotrop
Formafarmaceutică:comprimatefilmatecueliberare
prelungităcu400mgpentoxifilină
3
PENTOXIRETARD
Mecanismdeacţiune
VasodilatatorHemoreologicAntiinflamator
FARMACOLOGIECLINICĂ:MECANISMDEACŢIUNE
4
PENTOXIRETARD
MECANISMDEACŢIUNE–vasodilatator
măreştecirculaţialanivelulmembrelorsial
creierului,fărăsămodificeTA
(Stroescu–Bazelefarmacologiei)
5
PENTOXIRETARD
MECANISMDEACŢIUNE–hemoreologic
Creşte
fluxulsangvin
înţesuturile
ischemice
Creşte
oxigenarea
tisulară
Scade
vâscozitatea
sangvină
6
PENTOXIRETARD
MECANISMDEACTIUNE–hemoreologic
directinfluenţatededozade
PENTOXIRETARDadministrată,
eficienţafiindsemnificativ
crescutăladozeleterapeutice
(800-1200mg/zi).
Vâscozitateasangvină
Flexibilitateaeritrocitară
Oxigenareatisulară
7
PENTOXIRETARD
MECANISMDEACŢIUNE–antiinflamator
inhibăTNF-alfa,IL1,IL6şialtecitokine
proinflamatorii
inhibăcascadacomplementului
8
PENTOXIRETARD
PENTOXIFILINACU
ELIBERAREIMEDIATĂ
T1/2=0,4-0,6ore
Concentraţiaplasmatică
rămâneconstantă1,6-3,2ore
Existăofluctuaţie
permanentăasubstanţei
activelanivelsangvin
Riscmaimaredeefecte
secundaregastrointestinale
PENTOXIFILINARETARD
T1/2=2–4ore
Concentraţiaplasmatică
rămâneconstantă12-16ore
Elibereazăpermanent
substanţaactivăşiasigurăo
absorbţieconstantă
Creştereatolerabilităţii
gastrointestinale
9
PENTOXIRETARD
INDICAŢIITERAPEUTICE:
Tratamentulsimptomaticalclaudicaţieiintermitentedin
arteriopatiacronicăobliterantăamembrelorinferioare
(stadiulIIFontaine);
Tratamentulsimptomaticadjuvantaldeficitului
patologiccognitivsineurosenzorialcronical
vârstnicului(cuexcepţiaboliiAlzheimerşiaaltor
demenţe);
Tratamentulsimptomaticaltulburărilorvasomotorii
periferice
10
PENTOXIRETARD
CLAUDICAŢIAINTERMITENTĂ
Seestimeazăcăpeste10milioanedeadulţidinSUAsuntafectaţi
deboliperifericevasculare,deşinumărulrealestemultmaimare,
căcimulţibolnaviceprezintăsimptomedebolivasculareperiferice
nuseprezintălamedic,considerându-lemanifestărinormaleale
îmbătrânirii.
FDA(FoodandDrugAdministration)recomandă
Pentoxifilinadeprimăintenţieîntratamentul
simptomaticalclaudicaţieiintermitente.
Pânădecurând,Pentoxifilinaafostsingurulmedicamentaprobat
deFDAîntratamentulsimptomaticalclaudicaţieiintermitente.
PENTOXIRETARD
REACŢIIADVERSE
Gastrointestinal:greaţă,vărsături,pirozisşi
diaree
Rareori:tahicardie,hTA,bufeuri,cefalee,
vertij,insomnie,agitaţie
Foarterar:reacţiicutanate(erupţie
cutanată,urticarie,prurit)şicazuriizolate
dereacţiianafilactoidecuşoc,edem
Quinkeşibronhospasm
Izolat:s-ausemnalatcâtevacazuride
hemoragieşidescădereavalorilor
protrombineilapacienţiicurischemoragic
trataţicuanticoagulantesauantiagregante
plachetareşipentoxifilină
12
PENTOXIRETARD
INTERACŢIUNIMEDICAMENTOASE
Anticoagulanteorale:asociereacreşteriscul
hemoragic;estenecesarămonitorizareaclinică,
avalorilorprotrombineişiaINR-ului
Antiagreganteplachetare:asociereacreşte
risculhemoragic;estenecesarămonitorizarea
clinicăşiatimpuluidesângerare
Teofilinaşiaminofilina:asociereacreşte
concentraţiaplasmaticăateofilineicuriscde
supradozaj;estenecesarămonitorizareaclinică
şiaconcentraţiilorplasmaticealeteofilinei
Medicamenteantihipertensive:pentoxifilinale
potenţeazăefectul;estenecesară
monitorizareaTA
PENTOXIRETARD
DOZĂŞIMODDEADMINISTRARE
Dozainiţială:400mgx3/zi
Dozadeîntreţinere:400mgx2/zi
Efecteletratamentuluiaparla2-4săptămânidelainiţierea
tratamentuluişiserecomandăminim8săptămâni
PREZENTARE
Alerid,10mg
diclorhidratdecetirizina
Alerid
Afectiunileatopice
Alerid
•astmulalergic,
•rinitaalergică,
•dermatitaatopică,
•alergiilealimentare
•RaportulcomunalOMSşiIAACIstipulează:
*prevalentaastmuluişiamanifestariloratopiceesteîncreştere
*peste15-20%dinpopulaţiatotalăestealergică
*astmulesteîntâlnitla10–15%dintrecopii;incidenţatotalăa
atopiiloratinge40%.
•Principaliifactoriimplicaţiîndezvoltareaalergiilorsuntlegaţideistoricul
familialşideprezenţaalergenului
*IAACI-AsociaţiaInternaţionaladeAlergieşiImunologieClinică
increşterecu20–30%
înultimii20ani,
maialesla
copiiidevârstăscolară.
Proprietatigenerale
Alerid
•Aleridesteunantihistaminicsistemicselectivanti-H1degeneraţiaaII-a,
cuadministrareoralăînprizăunică/24ore;
•Aleridestedeprimăintenţieîntratamentulşiprevenirearecurenţelor
riniteloratopice(atâtsezoniere,câtşicronice,trenante),dermatitelor
atopice,urticarieişialtoratopiisistemice.
•Aleridarecelmairapiddebutalactiuniifarmacologice,50%dintre
pacientiraspunzindinprimele20minutedelaadministrareaorala;
95%dinpacientiraspundinprimaoradelaadministrare.
Farmacocinetica
Alerid
•Alerid(cetirizina)seabsoarberapid,avandTmaxlaaproximativ1ora;
T1/2=8,3ore.
•PenetrarealanivelulreceptorilorH1cerebraliesteneglijabila.
•Eliminareaestepredominantrenala(70%),dincare50%nemodificata
biochimic.
•Nuafostobservatefectuldeacumulare,farmacocineticafiindliniara
ladozecuprinseintre5si60mg(depanala6oridozazilnica
recomandata).
Mecanismdeactiune
Alerid
Alerid(cetirizina)estemetabolitulnaturalalhidroxizinei,cuactiune
antihistaminicaselectivapereceptoriiH1.
Efecteleprincipalesuntmediateprininhibareaselectivaareceptorilor
perifericiH1.
Studiileefectuateatatinvivo,citsiinvitroaudemonstratca
cetirizinanuareafinitatipentrualtireceptori,
cuexceptiareceptorilorH1..
SelectivitateapereceptoriiH1
Alerid
Antihistaminice
degeneratiaI
Antihistaminice
degeneratiaII
Selectivitatea
pentru
receptoriiH1
NuprezintaMaxima
Efecte
adverse
•Somnolentasi/sau
iritabilitate
•Alterareaperformantelor
psihomotorii
•Retentieurinara
•Glaucom
•Crestereingreutate
•Efectesedativereduse
asupraSNC
•Eficientamultcrescutain
ameliorarea
simptomatologieiatopicela
nivelulmucoaseirespiratorii
siadermului
Indicatiiterapeutice
Alerid
Rinitealergicesezoniere:
Simptomeletratateeficient:stranut,rinoree,pruritnazal,pruritocular,
catarlacrimo-nazalsieritemuloculo-palpebral.
Rinitealergicecronice:
Simptometratateeficient:stranut,rinoree,pruritnazal,pruritocularsi
catarlacrimonazal.
Urticariecronicaidiopatica:
Reducesemnificativaparitia,severitateasidurataepisoadeloratopice.
Areunputernicefectantipruriginos.
coincidecupeak-ulriniteloralergice!
SigurantaAlerid10mg…
Alerid
Relatia
incidentei
riniteloralergice
infunctiede
virstadedebut
asimptomelor,
conformIAACI
6789101112131415
varstainani
0
5
10
15
20
25
30
timp(ore)
Aleridasigura
ceamairapida
ratadereducere
asuprafetei
dermiceafectate
sicelmai
pronuntatefect
antihistaminic
pe24ore.
eficientaasuprareactivitatiidermice
Studiileclinicedemonstreaza
Alerid
AdaptatdupaGrantetal.
IntArch.AllergyImmunol
1999;118:339-340
Cetirizina
Placebo
Loratadina
Fexofenadina
Cetirizina
Terfenadina
Loratadina
Astemizol
Placebo
0
20
40
60
80
100
CetirizinaTerfenadinaLoratadinaAstemizolPlacebo
DayJHetal.AnnAllergy
AsthmaImmunol1997,
79:163-72
Procentulde
pacientisatisfacuti
detratamentulcu
cetirizina
sidispusisareia
tratamentulla
nevoieestenet
superioraltor
antihistaminice.
tolerabilitatesicompliantamaxima
Studiileclinicedemonstreaza
Alerid
83%
68%
40%
65%
38%
Loratadina
10mgn=67
Cetirizina
10mgn=67
010203040
Rapiditateainstalarii
Alerid
DayJHetal.JAllergyClin
Immunol1998,101:638-
45
DayJHetal.AnnAllergy
AsthmaImmunol1997,
79:163-72
95%dintre
pacientiau
raspunsantihistaminic
maximinprimaora
delaadministrareade
cetirizina,
comparativcu
loratadina,
alcareiraspunsmaxim
estela3ore.
efectuluiantihistaminic…
1ora
3ore
Procentul
pacientilor
careinregistreaza
rezolutiatotalaa
simptomatologiei
alergiceconsecutiv
administrarii
cetirizineieste
maxim.
Cetirizina
Loratadina
Placebo
0%
10%
20%
30%
40%
50%
60%
70%
Cetirizinan=23Loratadinan=22Placebon=22
asimptomatologieialergice!
…asiguraameliorareaeficienta
Alerid
AdaptatdupaMeltzeretal.
–JallergyclinImmunol
1996,97:617-26
65%
31%
22%
Cetirizina
Placebo
0%
5%
10%
15%
20%
25%
30%
Cetirizinan=23Placebon=22
imbunatatireacalitatiivietii!
Studiileclinicedemonstreaza
Alerid
VanderbiltUniversity,
AsthmaSinusAllergy
Program,2611West
EndAve,#120,Nashville,
TN37203USA
Scorul
complexuluituturor
simptomeloralergice
severecare
influenteaza
calitateavietii
pacientiloreste
maximpentru
cetirizina.
28,9%
12,7%
58.8
43.6
27.8
38.1
33.2
47.1
020406080
IgEprafde
casa
IgEpolen
IgEtotal
PlaceboCetirizina
34.7
35
33.5
51.5
58.8
43.6
33.2
47.1
020406080
IgEpardepisica
IgEprafdecasa
IgEpolen
IgEtotal
NormalCrescut
risculuirelativpentruastm
StudiulETAC-evaluarea
Alerid
Prevalenta
astmului
lacopiii
tratati
cuplacebo
(*1)
comparativ
cucei
tratati
cucetirizina
(*2)
(*1)(*2)
*R.R.
1,4
1,5
0,5
1,7
0,91,3
*R.R.
0,6
*R.R.–risculrelativ
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
prevalenteiastmuluisubtratament
StudiulETAC-evaluarea
Alerid
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
Cetirizina(n=56)Cetirizina(n=36)
Placebo(n=34)Placebo(n=68)
(*1)(*2)
timpul(inluni)
Prevalenta
astmului
lacopiii
cualergie
lapolen(*1)
silacei
cualergie
laprafuldecasa
(*2)
aflatisub
tratament
Efecteleadverse
Alerid
•somnolenta,cuoincidentade14%;
•fatigabilitatesiuscaciuneamucoaseibucale7%;
•ameteli,cuincidentade3%;
•cefalee,cuincidentade2%;
•greata,varsaturi,dureriabdominale,diaree,cuincidentasub2%.
Administrare
Alerid
•seadministreazaindozaunica,1tabletaa10mgAlerid
(diclorhidratdecetirizina)pe24ore;
•serecomandaadministrareadela12ani;dozajuleste
acelasilacopiisilaadulti;
•serecomandaajustareadozajuluilajumatate
incazulpacientilorcuinsuficientarenalasihepatica;
Prezentare
Alerid
•Cutieoriginalacu1blisterx10tabletefimate-10mgsubstantaactiva.
Sinteza
Alerid
Aleridasigura:
•actiunerapida,
raspunsantihistaminic
inprimaora
•efectantihistaminic
eficace
•actiunededurata
(1admin./24ore)
•siguranta
tratamentului
simptomeloralergice
cetirizinaloratadinafexofenadina
Raspunsantihistaminic
rapid
1ora3ore2ore
Dozaunicaofera
sigurantapentru24ore
√√√
Spectrularg√√
-numai
180mg
Efecteadversereduse√√√
Utilizabilincure
terapeuticeindelungate
√√√
TeofilinaSR
ActionPlan
Sept-Dec2004
bySorinCiuciuc
forTERAPIA
1.Evolutiedepiata-i
Piataxantinelorafostrelativct.
dpdvalUN
•Crestereautilizariiteofilineiin
defavoareaaminofilinei+140%UN
•Dpdvvaloriccrestereaestede
270%inultimii6ani
XantinesUN
0
500000
1000000
1500000
2000000
2500000
3000000
3500000
4000000
4500000
1998
units
1999
units
2000
units
2001
units
2002
units
2003
units
AMINOPHYLLINUM
Total
THEOPHYLLINUM
Total
Totalgeneral
XantinesUSD
0
500000
1000000
1500000
2000000
2500000
AMINOPHYLLINUM
Total
THEOPHYLLINUM
Total
Totalgeneral
1.Evolutiedepiata-iiTheophylineUN
0
50000
100000
150000
200000
250000
300000
350000
400000
GLAXOSMITHKLINE
0300MG
GLAXOSMITHKLINE
0100MG
GLAXOSMITHKLINE
0200MG
KRKA0350MG
KRKA0200MG
TheophylineUSD
0
100000
200000
300000
400000
500000
600000
700000
GLAXOSMITHKLINE
0300MG
GLAXOSMITHKLINE
0100MG
GLAXOSMITHKLINE
0200MG
KRKA0350MG
KRKA0200MG
Piatateofilinei:
•Teo200mgGlaxo–cresterect
2004Fvs.2000:433%USD
•Teo100mgGlaxo–cresterect
2004Fvs.2000:457%
•TeoKRKA–reculdupa2003
spectaculos
0
0.5
1
1.5
2
UNgrowthUSDgrowth
Growth2004vs.2003
GLAXOSMITHKLINE
0300MG
GLAXOSMITHKLINE
0100MG
GLAXOSMITHKLINE
0200MG
KRKA0350MG
KRKA0200MG
2.Obiective
ObiectivTeofilinaSR2004
0
2000
4000
6000
8000
10000
12000
IanFebMarAprMaiIunIulAugSepOctNovDec
100mgtarget
200mgtarget
TeofilinaForecast2004
50mgUN17000
0.59USD/cutUSD10000
100mgUN13900
0.72USD/cutUSD10000
200mgUN56600
1.06USD/cutUSD60000
300mgUN12600
1.59USD/cutUSD20000
TotalUN100100
TotalUSD100000
2.Obiective
020000400006000080000100000120000
50mg
100mg
200mg
300mg
TotalUN
ForecastTeofilina2004
Forecast200417000100001390010000566006000012600200001E+01E+0
50m
g
0.59
USD/
100
mg
0.72
USD/
200
mg
1.06
USD/
300
mg
1.59
USD/
Total
UN
Total
USD
3.Target
•Mediciinternisti
•Medicicardiologi
•Medicidemedicinagenerala
4.Mesaje
Teofilinaareacţiunebronhodilatatoareprinrelaxarea
musculaturiinetedebronşice.
Teofilinaestestimulantcentral,psihostimulant;determină
convulsiiladozemari
Teofilinaproducevasodilataţiecoronariană,stimularecardiacă
cucreştereanecesaruluideoxigenalmiocardului
5.Strategii
Promovarecatremediciiinternisticatratamentcontinuual
astmuluibronsicpersistentşiaaltorbronhopneumopatii
croniceobstructive
Promovarecatrecardiologi:amintireaprodusului–teofilinacu
eliberareprelungita,administrabilain2prize/zi,in
concentratiede100mgsi200mg
Promovarecatremediciidefamiliecatratamentcontinuual
astmuluibronsicpersistent
6.Alocarevizite
Inconcordantacuprogramulstabilitinfunctiede:
•Echipeledepromovare
•Portofoliuldeproduse
7.SuportMarketing
•Prezentarea
produsului
•Pliantdedicat
indicatiilor
respiratorii
•Promovareina
doualiniela
Congresulde
Cardiologie,sept
2004
TeofilinăSR
…pentruexpirprelungit!
pentruTerapiaBronhodilatatoare
TEOFILINĂSR100mg
TEOFILINĂSR200mg
capsulecueliberareprelungităceconţinteofilină
anhidră
Indicaţii
Tratamentulsimptomaticcontinuu
alastmuluibronşicpersistentşi
aaltorbronhopneumopatiicroniceobstructive
Farmacodinamică
Teofilinaareacţiunebronhodilatatoareprinrelaxarea
musculaturiinetedebronşice.
Teofilinaexercităurmătoareleacţiuni:
-relaxeazămusculaturanetedăacăilorurinare,biliareşi
asfincteruluiesofagianinferior;
-estestimulantcentral,psihostimulantşidetermină
convulsiiladozemari;
-producevasodilataţiecoronariană,stimularecardiacă
cucreştereanecesaruluideoxigenalmiocardului.
-areacţiunediuretică.
Farmacocinetică
Capsulelecueliberareprelungităconţinmicrogranule
dincareteofilinaesteeliberatăgradat,asigurându-se
oconcentraţieplasmaticăconstantălaadministrarea
îndouăprizezilnice
Teofilinaestemetabolizatăînprincipaldecătreficat
(90%dindozaabsorbită)şiesteeliminatăpecale
renală
DozajşiAdministrare(I)
Dozeleseindividualizeazăînfuncţiederăspunsul
terapeuticşidereacţiileadverse.
Începereatratamentuluisefacecuodozămoderată
careseajusteazăgradat(aprox.2mg
teofilina/kgcorp/zi)pânălaobţinereaefectului
terapeutic.
Concentraţiaplasmaticăechilibratăşieficientă
terapeuticesteatinsădupă3ziledetratament.
Concentraţiaplasmaticăeficaceesteîntre
8-15µgteofilină/ml.
DozajşiAdministrare(II)
Copii30luni-8ani(13–25kg):
•Dozainiţială:10-14mgteofilină/kgcorp/zi;
•Dozauzualăeficace:13-20mgteofilină/kgcorp/zi;
•Dozazilnicăseadministreazăîndouăprize.
DozajşiAdministrare(III)
Copii9-16ani(peste25kg):
•Dozainiţială:10-12mgteofilină/kgcorp/zi;
•Dozauzualăeficace:10-16mg/kgcorp/zi;
•Dozazilnicăseadministreazăîndouăprize.
Adulţi:
•Dozainiţială:5-8mgteofilină/kgcorp/zi;
•Dozauzualăeficace:7-12mgteofilină/kgcorp/zi,fără
adepăşi800mgteofilinăzilnic;
•Dozazilnicăseadministreazăîndouăprize.
Contraindicaţii
Hipersensibilitatelateofilinăsaulaoricaredintre
excipienţiiprodusului.
Porfirieacutăintermitentă.
Asociereacumedicamentececonţintroleandomicinăşi
enoxacină.
Copiisub30luni.
AtenţionărişiPrecauţii
Serecomandăutilizareacuprudenţăşimonitorizarea
concentraţiilorplasmaticedeteofilinăînurmătoarele
cazuri:
insuficienţăcardiacăacută(scădereadozelordatorită
risculuidesupradozaj);insuficienţăcoronariană;
obezitate(ajustareadozelorînfuncţiedegreutatea
ideală);hipertiroidie;insuficienţăhepatică(scăderea
dozelordatoritărisculuidesupradozaj);antecedente
deepilepsie;administrareaconcomitentăde
cimetidină,allopurinol,fluconazol,ciprofloxacină,
norfloxacină,pefloxacină,fluvoxamină,mexiletină,
ticlopidină,pentoxifilină,tiabendazol,tacrin,inductori
enzimatici(carbamazepină,fenobarbital,fenitoină,
primidonă,rifabutină,rifampicină,ritonavir).Nuse
recomandăasociereacueritromicinăsauviloxazină.
InteracţiuniMedicamentoase(I)
Asociericontraindicate:
•Enoxacină,troleandomicină:riscdesupradozajal
teofilinei(scădereasemnificativăacatabolizării
teofilinei).
InteracţiuniMedicamentoase(II)
Asocierinerecomandate:
•Eritromicină:riscdesupradozaj(scădereaeliminării
hepatice),înspeciallacopii.Serecomandăutilizarea
altormacrolide(cuexcepţiatroleandromicinei);
teofilinapoatefifolosităconcomitentsuboatentă
supraveghereclinică
•Viloxazină:creştereaconcentraţiilorplasmaticede
teofilinăcuriscdesupradozaj(scădereacatabolizării
teofilinei).
InteracţiuniMedicamentoase(III)
Asociericenecesităprudenţă:
-Cimetidină(doze≥800mg/zi),fluconazol,ciprofloxacină,
norfloxacină,pefloxacină,fluvoxamină,mexiletină,ticlopidină,
ritonavir,tacrin,pentoxifilină:creştereaconcentraţieiplasmatice
deteofilinăcuriscdesupradozaj.
-Tiabendazol:creştereaconcentraţieiplasmaticedeteofilinăcurisc
desupradozaj,datoratăscăderiimetabolizăriihepaticea
teofilinei.
-Allopurinol:creştereaconcentraţieiplasmaticedeteofilinăîncazul
administrăriiunordozemarideallopurinol(600mg/zi).
-Carbamazepină,fenobarbital,fenitoin,primidonă,rifabutină,
rifampicină,ritonavir(inductorienzimatici):scăderea
concentraţieiplasmaticedeteofilină.Serecomandă
supraveghereclinicăatentă,eventualmonitorizarea
concentraţiilorplasmaticedeteofilină;dacăestecazul,se
recomandăadaptareadozelorîntimpulasocieriişidupă
întrerupeaacesteia.
SarcinăşiAlăptare
Utilizareateofilineinuesterecomandatăîntimpul
sarciniidecâtdacăestenecesar.Tratamentulcu
teofilinalasfârşitulsarciniinecesitămonitorizarea
nou-născutuluipentrucâtevazile.
Teofilinaseexcretăînlaptelematernşipoatedetermina
hiperexcitabilitatelanou-născuţi.Înconsecinţă,nu
serecomandăalăptareaîntimpultratamentuluicu
teofilină.
ReacţiiAdverse
Celemaifrecventereacţiiadversesunt:
-greaţă,vărsături,dureriepigastrice;
-cefalee,staredeexcitabilitate,insomnie;
-tahicardie.
Acestereacţiipotfiprimelesemnedesupradozaj.
Supradozaj(I)
•Simptomatologie
Lacopii:agitaţie,logoree,staredeconfuzie,vărsături
repetate,hipertermie,tahicardie,fibrilaţie
ventriculară,convulsii,hipotensiunearterială,
tulburărirespiratorii,hiperventilaţieapoideprimare
respiratorie.
Laadulţi:semnelesupradozajuluivariazădelaun
individlaaltul;principalelesemneobservatesunt:
greaţă,vărsături,dureriepigastrice;tahicardie;
cefalee,insomnie,excitabilitate,dezorientare,delir;
convulsii,hipertermieşistopcardiac.
Supradozaj(II)
•Tratament:lavajgastric,administraredecărbune
activat,măsurideterapieintensivă.Teofilinaeste
dializabilă.
bySorinCiuciucforConvaTechbySorinCiuciucforConvaTech11
ConvaTecConvaTec
RomaniaRomania
bySorinCiuciucforConvaTechbySorinCiuciucforConvaTech22
GoalGoal
EnvironmentEnvironmentNeedsNeeds
StructureStructureFunctionsFunctions
HumanResourcesHumanResources
MyofferMyoffer
bySorinCiuciucforConvaTech3
EnvironmentEnvironment
COUNTRYCOUNTRY
PHARMAPHARMA
MARKETMARKET
2001200120022002200320032004F2004F
GDPgrowthGDPgrowth5.75.74.94.94.54.55.05.0
USD/ROL(av)USD/ROL(av)29.06129.06133.05533.05533.00033.00035.00035.000
Euro/ROL(av)Euro/ROL(av)26.02826.02831.23431.23437.05137.05141.38741.387
0
100.000
200.000
300.000
400.000
500.000
600.000
700.000
19992000200120022003F
UNITS(000,s)
USD(000,s)
bySorinCiuciucforConvaTech4
NeedsNeeds
MARKETINGMARKETINGMarketingresearchMarketingresearch
MarketingplanningMarketingplanning
IntegratescienceandmarketingIntegratescienceandmarketing
SALESSALESBusinessrelationshipBusinessrelationship
SalesteameffectivenessSalesteameffectiveness
TerritorymanagementTerritorymanagement
HUMANRESOURCESHUMANRESOURCESSelectandrecruitSelectandrecruit
Training,coaching,motivateTraining,coaching,motivate
EvaluateanddevelopmentEvaluateanddevelopment
bySorinCiuciucforConvaTech5
MARKETINGMARKETING
ANDAFFAIRSANDAFFAIRS
*Marketingresearch,*Marketingresearch,
marketingplanmarketingplan
*Establishtheannualbudget*Establishtheannualbudget
*Directionandsupportforkey*Directionandsupportforkey
medicalmeetingstooptimizemedicalmeetingstooptimize
theintegrationofScienceandtheintegrationofScienceand
MarketingMarketing
MarketMarket
managementmanagement
ProductProduct
portfolioportfolio
PeopleandPRPeopleandPR
SALESANDSALESAND
DISTRIBUTIONDISTRIBUTION
*Develop,cultivateand*Develop,cultivateand
maintainbusinessrelationshipsmaintainbusinessrelationships
*Hire,trainandcoachthesale*Hire,trainandcoachthesale
team;ensureteamteam;ensureteam
effectivenesseffectiveness
*Driveoverallsaleswithinthe*Driveoverallsaleswithinthe
territorybydevelopingandterritorybydevelopingand
implementaneffectiveterritoryimplementaneffectiveterritory
coverplancoverplan
SalesSales
TerritoryTerritory
coveragecoverage
DistributionDistribution
StructureStructureFunctionsFunctionsGoalGoal
bySorinCiuciucforConvaTech6
MarketingandAffairsMarketingandAffairs
MARKETSEGMENTSMARKETSEGMENTS
Surgeons,Gastrology,Urology,Surgeons,Gastrology,Urology,
Diabetes,Cardiologists,DermatologistsDiabetes,Cardiologists,Dermatologists
FamilyDoctors,PharmacistsFamilyDoctors,Pharmacists
PharmaceuticalwarehousesanddistributorsPharmaceuticalwarehousesanddistributors
OPPORTUNITIESOPPORTUNITIES
Ostomymarket“unexplored”andundevelopedOstomymarket“unexplored”andundeveloped
Dermatologicalproductsmarketunder“10%rule”:Dermatologicalproductsmarketunder“10%rule”:
-16mioUSD*-Dmarket**-16mioUSD*-Dmarket**
-app.10%woundhealingagents-app.10%woundhealingagents
-app.10%MSownedbythemostimportantplayers-app.10%MSownedbythemostimportantplayers
NoproductservicesprovidedNoproductservicesprovided
*CEGEDIMData**ATCclassification*CEGEDIMData**ATCclassification
MarketmanagementMarketmanagement
bySorinCiuciucforConvaTech7
MarketingandAffairsMarketingandAffairs
LAUNCHINGSTRATEGIESLAUNCHINGSTRATEGIES
MedicalofficialsMedicalofficials
Medicalk.o.l.Medicalk.o.l.
PharmaceuticaldistributorsPharmaceuticaldistributors
SalesRepresentativeteamSalesRepresentativeteam
MedicalRepresentativeteamMedicalRepresentativeteam
SUCCESSMETRICS1SUCCESSMETRICS1stst
YEARYEAR
-Attractk.o.l.inourbusinessAttractk.o.l.inourbusiness
-SalesteamestablishmentwithinitsterritorySalesteamestablishmentwithinitsterritory
-MedicalteamefficiencyMedicalteamefficiency
-LeaderofopinioninostomyandwoundcarethroughLeaderofopinioninostomyandwoundcarethrough
ourproductserviceourproductservice
MarketmanagementMarketmanagement
bySorinCiuciucforConvaTech8
MarketingandAffairsMarketingandAffairs
MARKETMARKET
DefineanddeveloptheoverallmarketingplanDefineanddeveloptheoverallmarketingplan
(objectives,strategies,shorttermandmediumplans)(objectives,strategies,shorttermandmediumplans)
andensuresuccessfulimplementation.andensuresuccessfulimplementation.
Marketanalysis(collection,presentationandMarketanalysis(collection,presentationand
interpretationofmarketandcompetitorinformation)interpretationofmarketandcompetitorinformation)
andactionsplanning(i.e.:activitiesnecessaryforandactionsplanning(i.e.:activitiesnecessaryfor
productlaunch)productlaunch)
DeterminenewclientsandmarketpotentialDeterminenewclientsandmarketpotential
Supportforfieldactivities(productexpertisetoSupportforfieldactivities(productexpertiseto
healthcarepersonnel,preparationanddistributionofhealthcarepersonnel,preparationanddistributionof
POSmaterialstoensurecorrectimage)POSmaterialstoensurecorrectimage)
PositioningonthemarketandacquisitionofMSPositioningonthemarketandacquisitionofMS
MarketmanagementMarketmanagement
bySorinCiuciucforConvaTech9
MarketingandAffairsMarketingandAffairs
ProductportfolioProductportfolio
PRODUCTPORTFOLIOPRODUCTPORTFOLIO
OstomyOstomy
SkincareSkincare
WoundcareWoundcare
Product-relatedservicesProduct-relatedservices
bySorinCiuciucforConvaTech10
MarketingandAffairsMarketingandAffairs
ProductportfolioProductportfolio
PRODUCTPORTFOLIOPRODUCTPORTFOLIO
OstomyOstomy
OSTOMYSYSTEMOPTIONCHARTSOSTOMYSYSTEMOPTIONCHARTS
SUR-FITSUR-FITNatura®Two-PiecePouchesNatura®Two-PiecePouches
SUR-FITSUR-FIT®AutoLock®Two-PiecePouches®AutoLock®Two-PiecePouches
SUR-FITSUR-FITNatura®Two-PieceWafersNatura®Two-PieceWafers
SUR-FITSUR-FIT®AutoLock®Two-PieceWafers®AutoLock®Two-PieceWafers
ActiveLife®One-PieceOptionsActiveLife®One-PieceOptions
OSTOMYSYSTEMPACKCONVERSIONCHARTSOSTOMYSYSTEMPACKCONVERSIONCHARTS
SUR-FITSUR-FITNatura®Two-PieceOptionsNatura®Two-PieceOptions
ActiveLife®One-PieceOptionsActiveLife®One-PieceOptions
OSTOMYCAREPRODUCTSOSTOMYCAREPRODUCTS
SUR-FITSUR-FITNatura®Two-PieceProductsNatura®Two-PieceProducts
bySorinCiuciucforConvaTech11
MarketingandAffairsMarketingandAffairs
ProductportfolioProductportfolio
PRODUCTPORTFOLIOPRODUCTPORTFOLIO
SkincareSkincare
PATIENTBATHINGPATIENTBATHING
PERINEAL/SKINCLEANSERSPERINEAL/SKINCLEANSERS
SKINPROTECTANTS/MOISTUREBARRIERSSKINPROTECTANTS/MOISTUREBARRIERS
ANTIFUNGALSANTIFUNGALS
SKINPROTECTANTS/MOISTURIZERSSKINPROTECTANTS/MOISTURIZERS
DISPENSERSDISPENSERS
bySorinCiuciucforConvaTech12
MarketingandAffairsMarketingandAffairs
ProductportfolioProductportfolio
PRODUCTPORTFOLIOPRODUCTPORTFOLIO
WoundcareWoundcare
WOUNDCLEANSINGWOUNDCLEANSING
WOUNDHYDRATIONWOUNDHYDRATION
MOISTURERETENTIVEDRESSINGSMOISTURERETENTIVEDRESSINGS
EXUDATEMANAGEMENTEXUDATEMANAGEMENT
ADVANCEDWOUNDCAREPRODUCTSADVANCEDWOUNDCAREPRODUCTS
COMPRESSIONCOMPRESSION
TUBULARBANDAGEAPPLICATORSTUBULARBANDAGEAPPLICATORS
SPECIALTYBANDAGINGSPECIALTYBANDAGING
bySorinCiuciucforConvaTech13
MarketingandAffairsMarketingandAffairs
PeopleandPRPeopleandPR
PEOPLEPEOPLE
ProductandMarkettrainingforpromotionalteamtoProductandMarkettrainingforpromotionalteamto
ensurethehighstandardofpromotionalactivity,ensurethehighstandardofpromotionalactivity,
brandpresentationandcompanyimage.brandpresentationandcompanyimage.
PRPR
LeadthemarketingcommunicationsprogramtoLeadthemarketingcommunicationsprogramto
supportthebusinessobjectivesandmarketingplan.supportthebusinessobjectivesandmarketingplan.
Initiate,maintainanddeveloprelationshipwithkeyInitiate,maintainanddeveloprelationshipwithkey
customersandauthorities.customersandauthorities.
Companyandproductimage-building.Companyandproductimage-building.
bySorinCiuciucforConvaTech14
SalesandDistributionSalesandDistribution
SalesSales
OBJECTIVESOBJECTIVES
LeadtheostomyproductsmarketLeadtheostomyproductsmarket
SignificantpresenceinwoundhealingagentsSignificantpresenceinwoundhealingagents
ImplementproductsrelatedservicesforprofessionalsImplementproductsrelatedservicesforprofessionals
RISKSRISKS
-UnexploredandundevelopedmarketUnexploredandundevelopedmarket
-MarketsolvabilityMarketsolvability
Risksmanagement:Risksmanagement:
-MedicalRepresentativesteamMedicalRepresentativesteam
-SalesRepresentativesteamSalesRepresentativesteam
REWARDSREWARDS
-MarketleaderinostomyproductsMarketleaderinostomyproducts
-SignificantpresenceinwoundcareproductsSignificantpresenceinwoundcareproducts
bySorinCiuciucforConvaTech15
SalesandDistributionSalesandDistribution
SalesSales
REACHABLEREACHABLE
OstomyleadershipOstomyleadership
Woundcareproducts-30%MS(500,000USD)Woundcareproducts-30%MS(500,000USD)
STRONGPOINTSSTRONGPOINTS
SaleteamSaleteam
MedicalteamMedicalteam
Product-relatedservicesProduct-relatedservices
bySorinCiuciucforConvaTech16
SalesandDistributionSalesandDistribution
SalesSales
QualityQuality
productsproducts
Medicalk.o.l.Medicalk.o.l.
back-upback-up
ValueValue
formoneyformoney
Customer’sCustomer’s
satisfactionsatisfaction
SalesSales
teamteam
MedicalMedical
teamteam
Product-relatedProduct-related
servicesservices
ObjectivesObjectives
achievedachieved
roadroad
toto
successsuccess
bySorinCiuciucforConvaTech17
SalesandDistributionSalesandDistribution
SalesSales
SALESSALES
EstablishanddeveloptheRomanianbranchEstablishanddeveloptheRomanianbranch
BusinessplanandbudgetsBusinessplanandbudgets
Strategies,shortandmidtermplansforsalesandStrategies,shortandmidtermplansforsalesand
distributiondistribution
ManageanddevelopcommercialpolicyManageanddevelopcommercialpolicy
RelationshipwithkeycustomersandauthoritiesRelationshipwithkeycustomersandauthorities
ProvideproductexpertisetohealthcarepersonnelProvideproductexpertisetohealthcarepersonnel
bySorinCiuciucforConvaTech19
SalesandDistributionSalesandDistribution
DistributionDistribution
DISTRIBUTIONDISTRIBUTION
DistributionchannelmanagementDistributionchannelmanagement
DevelopmentandimplementationofchannelDevelopmentandimplementationofchannel
strategiesstrategies
Development,co-ordinationandcontrolofactivitiesDevelopment,co-ordinationandcontrolofactivities
acrossalltradechannelstoensureefficientacrossalltradechannelstoensureefficient
achievementofmarketingandsalesobjectivesachievementofmarketingandsalesobjectives
ManageanddevelopcommercialpolicyManageanddevelopcommercialpolicy
Developstrade-marketingstrategiesthatassureDevelopstrade-marketingstrategiesthatassure
profitablebusinessgrowthprofitablebusinessgrowth
DeterminenewclientandmarketpotentialDeterminenewclientandmarketpotential
bySorinCiuciucforConvaTech20
SalesandDistributionSalesandDistribution
DistributionDistribution
MAJORDISTRIBUTORSMAJORDISTRIBUTORS
DistributorDistributorEstimatedmarketshareEstimatedmarketshare
MediplusMediplus13.18%13.18%++++++
ReladRelad10.42%10.42%++
EuropharmEuropharm9.90%9.90%--
FarmexpertFarmexpert9.90%9.90%++++
MonteroMontero7.75%7.75%----
FildasFildas7.08%7.08%++
FarmeximFarmexim7.05%7.05%++++
TerapiaTerapia5.34%5.34%++++
DitaDita3.86%3.86%----
PharmaFarmPharmaFarm3.62%3.62%++
bySorinCiuciucforConvaTech21
HumanResourcesHumanResources
People’smanagementPeople’smanagement
SELECTSELECT
RECRUITRECRUIT
TRAININGTRAINING
COACHINGCOACHING
MOTIVATEMOTIVATE
EVALUATEEVALUATE
DEVELOPMENTDEVELOPMENT
bySorinCiuciucforConvaTech22
MyofferMyoffer
People’smanagementPeople’smanagement
7yearsexperienceinbusinessdevelopment7yearsexperienceinbusinessdevelopment
Privateinitiative,multinationalworkingenvironmentPrivateinitiative,multinationalworkingenvironment
andRomanian-basedpharmaceuticalbusinessandRomanian-basedpharmaceuticalbusiness
StructureandfunctionsoftheMedicalRelationshipStructureandfunctionsoftheMedicalRelationship
DepartmentforSaltoHealthcareCenter(1997-1998)DepartmentforSaltoHealthcareCenter(1997-1998)
Training,coachingandperformanceevaluationoftheTraining,coachingandperformanceevaluationofthe
MedicalRepsteam(2002-2003)MedicalRepsteam(2002-2003)
DevelopmentofFarmaDivisionofInterbrandsM&DDevelopmentofFarmaDivisionofInterbrandsM&D
actinginWesternRomaniaunderNestleRomaniaactinginWesternRomaniaunderNestleRomania
supervision(2000-2002)supervision(2000-2002)
InitiateandmanagenumerousprojectstocreateandInitiateandmanagenumerousprojectstocreateand
enhancetheCompanyimageandbrandsforNestleenhancetheCompanyimageandbrandsforNestle
RomaniaandTerapiaS.A(2000-2003).RomaniaandTerapiaS.A(2000-2003).
bySorinCiuciucforConvaTech23
MyofferMyoffer
People’smanagementPeople’smanagement
BUSINESSDEVELOPMENTBUSINESSDEVELOPMENT
*MedicalRelationshipDeptofSaltoMedicalHealthcareCenter*MedicalRelationshipDeptofSaltoMedicalHealthcareCenter
(1997-1998)(1997-1998)
*DevelopFarmaDivisionofInterbrandsM&DactinginWestern*DevelopFarmaDivisionofInterbrandsM&DactinginWestern
RomaniaunderNestleRomaniasupervision(2000-2003)RomaniaunderNestleRomaniasupervision(2000-2003)
*Cardio-Vascular,Diabetes/NutritionandCNSportfolio*Cardio-Vascular,Diabetes/NutritionandCNSportfolio
development,inclosedrelationwithotherdepartments:research,development,inclosedrelationwithotherdepartments:research,
registration,qualitycontrol,production,salesandsupplyforTerapiaregistration,qualitycontrol,production,salesandsupplyforTerapia
SA(2003)SA(2003)
SALESANDDISTRIBUTIONSALESANDDISTRIBUTION
*CoachandmanagetheMedicalRepresentativeteamandsupervise*CoachandmanagetheMedicalRepresentativeteamandsupervise
theachievementsoftheSalesteamforNestleRomaniatheachievementsoftheSalesteamforNestleRomania
(2000-2003)(2000-2003)
*Training,coachingandperformanceevaluationoftheMedical*Training,coachingandperformanceevaluationoftheMedical
RepsteamforTerapia(2003)RepsteamforTerapia(2003)
bySorinCiuciucforConvaTech24
MyofferMyoffer
People’smanagementPeople’smanagement
MARKETING…MARKETING…
*InfantNutritionCornerforNestleRomania(2002)*InfantNutritionCornerforNestleRomania(2002)
*DevelopmentofCardio-vascularandCNSportfolio:marketing*DevelopmentofCardio-vascularandCNSportfolio:marketing
researchandpotential,brandmarketingplanning,longtermresearchandpotential,brandmarketingplanning,longterm
communicationstrategies,salesanalysisandforecastingforTerapiacommunicationstrategies,salesanalysisandforecastingforTerapia
SA(2003).SA(2003).
*Productlifecyclemanagement;marketing,trainingfortheM.R.*Productlifecyclemanagement;marketing,trainingfortheM.R.
team,develop,organizeandevaluateclinicalstudies,coursesandteam,develop,organizeandevaluateclinicalstudies,coursesand
seminars(2003)seminars(2003)
……ANDMEDICALANDMEDICAL
*Clinicalstudies,courses,seminarsforTerapiaSA(2003).*Clinicalstudies,courses,seminarsforTerapiaSA(2003).
*CoursesonFoodAllergyandInfantNutrition,Mother’sSchools,*CoursesonFoodAllergyandInfantNutrition,Mother’sSchools,
SeminarsonAtopicDiseases,CongressesandClinicalValidationSeminarsonAtopicDiseases,CongressesandClinicalValidation
TrialsforNestleRomania(2000-2003)TrialsforNestleRomania(2000-2003)
*DirectMailingtowardmedicalprofessionalsforNestleRomania*DirectMailingtowardmedicalprofessionalsforNestleRomania
(2001-2003)(2001-2003)
bySorinCiuciucforConvaTech25
MyofferMyoffer
People’smanagementPeople’smanagement
PEOPLE’SMANAGEMENTPEOPLE’SMANAGEMENT
SALESANDPROMOTIONALSALESANDPROMOTIONAL
FarmaDivisiondevelopmentforInterbrandsM&DactinginWesternFarmaDivisiondevelopmentforInterbrandsM&DactinginWestern
RomaniaunderNestleRomaniasupervision(2000-2003)RomaniaunderNestleRomaniasupervision(2000-2003)
CoachandmanagetheMedicalRepresentativeteamandsuperviseCoachandmanagetheMedicalRepresentativeteamandsupervise
theachievementsoftheSalesteamforNestleRomania(2000-2003)theachievementsoftheSalesteamforNestleRomania(2000-2003)
Training,coachingandperformanceevaluationoftheMedicalRepsTraining,coachingandperformanceevaluationoftheMedicalReps
teamforTerapia(2003)teamforTerapia(2003)
ProduseleKingslac
pentrunutritieinfantila
ProduseleKingslac
pentrunutritiainfantila
suntgrupatein:
•Formuledelapte
pentrusugarisicopii
•Cerealepentrusugari
sicopii
Kingslacrecunoastein
laptelematerncelmaibun
alimentpentrunou-nascut
Kingslac1
Formuladelanastere
*Raportzer/cazeina
=60/40
*Lactozaglucidmajoritar
*Farasucroza
*CuTaurinasiL-Carnitina
Compozitieconformacureglementarile
ESPGHAN
DirectiveleEuropene
AcademiaAmericanadePediatrie
Kingslac2
Formuladecontinuare
*Aportcrescutde
CasiFe
*Lactozaglucidmajoritar
*Farasucroza
*CuAc.linoleicsi
Ac.α-linolenic
Compozitieconformacureglementarile
ESPGHAN
DirectiveleEuropene
AcademiaAmericanadePediatrie
Kingslac3
Formuladecrestere
*CuPREBIOTICE
LC-PUFA
*Lactozaglucidmajoritar
*Farasucroza
*CuTaurinasiL-Carnitina
Compozitieconformacureglementarile
ESPGHAN
DirectiveleEuropene
AcademiaAmericanadePediatrie
Compozitieconformacureglementarile
ESPGHAN
DirectiveleEuropene
AcademiaAmericanadePediatrie
Kingslaccerealepentrusugari
*usordigerabile
*usordeacceptat
*suplimentatecu12vitaminesiFe
Importanaprobioticelorîncreşterea
şidezvoltareasănătoasăacopilului
FERROSAN–Compania
Dezvoltareaproduselorprobiotice(începândcu1980),
agameidevitamineMulti-tabs(încădin1960)–
adaptateperfectdiferitelorcategoriidevârstăşi/sau
necesităireprezintădireciaprincipalăde
dezvoltare
Cercetărilerecenteaucaintădezvoltareadeproduse
avândîncomponenăacizigraşiomega-3,datorită
importaneilordeosebiteîndezvoltareaşi
meninereabuneistăridesănătateasistemului
nervos
Ferrosan–companieinternaională,cubazele
operaionaleînDanemarca,prezentăpepiaa
suplimentelordevitamineşiminerale
1920–IDOZAN–primulpreparat,
antianemic,careastatlabazaînfiinării
companieiFerrosanA/S
În1930afostlansatprimulcomplexde
vitaminaAşiD
FERROSAN–Produsedezvoltateînurmacercetărilorştiinifice
Probioticeleîncepafistudiateintenscu1980.
LGG®(lactobacillusrhamnosus)sedovedeştea
aveacertăeficienăclinică,maialesîn:
Meninereaechilibruluimicrofloreiintestinale
tulburatdeantibioterapie
Înmanagementulsindroamelordiareice,
reducândperioadadeconvalescenă
Cercetărilefarmacologiceşicliniceconduc
ladezvoltareaunuinouprodus
Bifiform®,pentrucare
studiileevideniază:
Capacitateatulpinilordea
rezistapasajuluigastric
Aderenaputernică
lamucoasaintestinală
Capacitateacrescută
deaformacolonii
Bifiform®–deelecieînsindroamelediareiceşiantibioterapie
Bifiform®KIDSesteocombinaieunicăadouă
componenteprobiotice:LactobacillusrhamnosusGG
(LGG®)şiBifidobacteriumanimalissusp.lactis(Bb12),
suplimentatecuvitamineleB1şiB6
Bifiform®KIDSesteindicatcasoluiedeprimă
intenieînrefacereaşimeninereaechilibrului
fiziologicalmicrofloreiintestinaleşiîn
disbacteriozeleintestinale
determinatede:
diareeacutăşicronică
balonărigastro-intestinale
intoleranălalactoză
stress
discomfortabdominal
alergiialimentareşinealimentare
constipaie(tulburăridetranzitintestinal)
stildeviaădezordonatd.p.d.v.alimentar
Bifiform®–administrarefacilă,complianămaximă
Bifiform®KIDSasigurăcomplianămaximă:
1/zicomprimatmasticabilcuaromădezmeurăşi
portocale
Formularespecialadaptatăpentrucopiicuvârsta
cuprinsăîntre1şi10ani.
Pentrueficienămaximă,serecomandă
administrarea:
Imediatodatăcuîncepereaantibioterapiei,
plusminim5zileconsecutivedupă
întrerupereatratamentuluicuantibiotice
Delaprimelesimptomediareice,
continuându-seminimosăptămânădupă
dispariiasimptomatologiei
Bifiform®–eficienădemonstratăprinstudiicliniceriguroase
Multi-tabs®Immuno–rezultatalcercetărilordedatărecentă
Combinaiesinergicădeprobiotice
(LGG®)cuvitamineşimineralecare
întăreştesistemulimunitar
Ocombinaieunică,eficientăîn
modularearăspunsului
imun:
Probiotice
Vitamineşiminerale
LGG®(lactobacillus
rhamnosus)aderălamucoasa
intestinalăşiformeazăcolonii
Suplimentareadecvatăcu
vitamineşiminerale
Tehnologieunicădeformulare
farmaceutică,încomprimate
dublustratificate,ambalate
înatmosferăprotejată
Multi-tabs®Immuno–suplimentareadecvatăcuvitamineşiminerale
Fier
Zinc
Mangan
Crom
Seleniu
Iod
Suplimentareaadecvatăcu
vitamineşimineralespecial
adaptatăsituaiilordestress
imunitar:
VitaminaA
VitaminaD
VitaminaE
VitamineleB1,B2,B6,B12
Niacină
Acidpantotenic
Acidfolic
VitaminaC
Biotină
VitaminaK
Multi-tabs®ImmunoKIDS2în1–eficienăclinicădemonstrată
Studiileclinice(*)audemonstrat:
Scădereaincideneiinfeciiloracuterespiratorii
superioarecu17%
Reducerearecomandărilordeantibioterapiecu19%
Diminuareaabsenteismuluişcolarmedicalcu18%
(*)Studiuclinicpetermenlungasupraa571copiiurmăriiambulator
Hatakkaetal.BMJ,2001
Multi-tabs®ImmunoPlus2în1–formularedestinatăadulilorşi
copiilor
peste12ani
Multi-tabs®ImmunoPlus2în1ajutălaîntărirea
sistemuluiimunitar,princombinaiaunică,sinergică
deLGG®cuvitamineşiminerale
30decomprimatefilmate,ambalateînatmosferă
protejatădeazot
Administrarecucomplianămaximă:
1comprimat/zi
EficienamaximăaMulti-tabs®Immunose
constatădupăadministrareauneicurede
minim30zile.
Serecomandăutilizareapreventivă:
-atuncicândurmeazăsituaiiprevizibilede
stressimunitar(schimbărialemediului,
colectivităii,etc.)
-încazulunuiistoriccunoscutdeinfecii
recurente.
Multi-tabs®Omega3KIDS–sursădeacizigraşieseniali
Aciziigraşipolinesaturaiesenialireprezintăunelementindispensabilîn
dezvoltareasistemuluinervoscentralşiaaparatuluivizual
Sursanaturalădeacizigraşi
polinesaturaiesenialiOmega3
(aciddocosahexaenoic–DHA)
esteuleiuldepeşte
DHAintrăîncomponena
structuralăamembranei
celulare
DHAconferăfuncionalitate
membraneicelulare
Multi-tabs®Omega3KIDS–esenial…compliant!
Administrareaconcomitentăa2capsulemasticabile
deMulti-tabs®Omega3KIDSşiaunui
comprimatdeMulti-tabs®KIDSasigurăîntregul
necesardevitamine,mineraleşiconstitueni
esenialipentruodezvoltaresănătoasă,inclusiv
dinpunctdevederealcapacităiimentale.
Multi-tabs®Omega3KIDSseprezintăsubformă
decapsulemasticabilecuaromădecoacăzenegre
şicireşe,fărăgustdepeşte
Administrare:2capsule/zi
DatorităimportaneideosebiteaDHAîndezvoltarea
creieruluişiaaparatuluivizual,dovedităprinstudii
clinice,serecomandăadministrareaàlalonga
suplimentelorcuunconinutridicatînacizigraşi
polinesaturai
Multi-tabs®Omega3KIDS–pentrucopiiistei
DeceaunevoiecopiideMulti-tabs®
Omega3KIDS
Peşteleesteunalimentdebază,
necesarîndietazilnicăacopiilor
Multi-tabs®
Omega3KIDSconine
acizigraşiesenialidinuleidepeşte
DeceeimportantconsumuldeacizigraşiOmega3lacopii
Multi-tabs®Omega3KIDSjoacăunrolimportantîndezvoltarea
armonioasăasistemuluinervos,crescândputereade
concentrareşicapacitateadeînvăareacopiilor
–deaceeaesterecomandatînperioadadedezvoltareşicreştere
Multi-tabs®Omega3KIDS–pentrucopiiistei
CuceestediferitMulti-tabs®Omega3
KIDSdealteproduse
Multi-tabs®Omega3KIDSseprezintă
subformădecapsulemasticabilecu
aromădecoacăzenegreşicireşe,
fărăgustdepeşte,specialadaptate
pentrunevoilecopiilorpeste2ani
GamaMulti-tabs®KIDS–asigură100%dinDZR(*)devitamineşi
minerale
(*)DZR–dozazilnicărecomandată
GamaMulti-tabs®KIDS
comprimatemasticabilecuarome
diferiteceasigură100%dinDZR(*)
devitamineşiminerale,
specialadaptate
copiilorcuvârtaîntre1şi10ani
Aromelediferite
colaşilime
zmeurăşicăpşuni
portocaleşicăpşuni
tutti-frutti
Administrareaunuisingur
comprimat/ziasigură
complianamaximă
Multi-tabs®KIDS+Calciu
Acelaşiaportdevitamineşiminerale
dinMulti-tabs®KIDS,plusCalciu
Coninutdeminerale“armonizat”
pentrucreştereaabsorbieideCalciu
GamaMulti-tabs®Pronatal–dingrijăpentrumamăşicopil
GamaMulti-tabs®Pronatalasigurăaportulspecial
adaptatpentrusarcinăşialăptaredevitamineşiminerale
esenialepentruobunădezvoltareşicreştereafătului
Multi-tabs®PronatalOmega3estesingurul
produscareasigurăaportuldeacizigraşi
polinesaturai,esenialiîndezvoltarea
sistemuluinervosşiaaparatuluivizual
Multi-tabs®PronatalMultivitamin
+acidfolicasigurăînprimulrând
aportulde:
Acidfolic–indispensabilîncreştereaşi
dezvoltareafătului
Fier–esenialpentruformareasângelui
GamaMulti-tabs®Pronatal–dingrijăpentrumamăşicopil
ATENIE!Însarcină,aportuldevitaminaAtrebuiestrictmonitorizat.Înexces,
aceastaesteteratogenă.Deaceea,înMulti-tabs®PronatalMultivitamin+acid
folicdozadevitaminaAestede50%dinDZR(*)
Multi-tabs®PronatalMultivitamin
+acidfolicasigurăaportuladaptatde
vitamineşiminerale
Multi-tabs®PronatalOmega3
GamaMulti-tabs®Pronatal–dingrijăpentrumamăşicopil
GamaMulti-tabs®Pronatal:
2capsule/zide
Multi-tabs®PronatalcuOmega3
asigurăaportulspecialadaptat
pentrusarcinăşialăptaredeacizi
graşipolinesaturaieseniali
1comprimat/zide
Multi-tabs®Pronatal
Multivitamin+acidfolic
asigurăaportulspecialadaptat
pentrusarcinăşialăptarede
vitamineşimineraleeseniale
Multi-tabs®Baby–vitaminaD3
Multi-tabs®Babyesteunprodusspecial
destinatnou-născuilorşisugarilorpentru
prevenirearahitismuluişitratamentul
hipovitaminozeiD
Colecalciferolulesteformaceamaiuşor
absorbabilăşiutilizabilăformădevitaminaD
Pentrufacilitateaînutilizareşidozareaexactăa
dozeizilnicedevitaminăD,sticluaesteprevăzută
cuopipetăspecială
Nuconinecoloranisauconservani!!!
AcoperăîntregnecesaruldevitaminăDal
sugaruluieutrofic
EchipaFERROSAN
EsteladispoziiaDumneavoastrăpentrudetalii
Vămulumeştepentruateniaacordată!
OOcompaniecompaniededicatdedicatăă
frumusefrumusețțiiii––lalafemininfeminin!!
UnproiectinvestiționalinovatorUnproiectinvestiționalinovator
Background
ExperiențaunuiproducătorisraelianExperiențaunuiproducătorisraelian–liderîn
producțiadecosmetice,cupeste2.000decolaboratori
încosmetologieșiînfrumusețare
RezultatelecercetărilordeultimăorăaleunuiRezultatelecercetărilordeultimăorăaleunui
laboratorolandezlaboratorolandez–rolulcelulelorstemvegetaleîn
refacereatenului
ImplicareainvestiționalăaunuiconcernImplicareainvestiționalăaunuiconcern
spaniolspaniol–exportatorînpeste40dețăridinEuropa,
Asia,AmericadeNordșiAmericaLatină
ExperiențaînproiectepilotdinRomâniaExperiențaînproiectepilotdinRomânia
LaDuchesseLaDuchesse––primacompaniededicatăprimacompaniededicată
dezvoltăriiunuinouconceptdeprezentareșidezvoltăriiunuinouconceptdeprezentareși
promovareaproduselorcosmeticedepromovareaproduselorcosmeticedecalitate!calitate!
DezvoltarearegionalăDezvoltarearegională
Place
Potential
People
Purpose
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Price
Promotion
Performance
Profit
ClujNapocaClujNapoca–HQșiprimulorașîncarese
implementeazăacestproiect
TransilvaniaTransilvania
BucureștiBucurești
ExtindereacătreUEExtindereacătreUE
OpiațăalcăreipotențialdeOpiațăalcăreipotențialde
creștererămâneridicat!creștererămâneridicat!
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ClujNapoca:ClujNapoca:
peste7.000defemeicuvârstapeste30deanicu
educațiesuperioarășivenituripropriipestemedie
peste100desaloaneșicabineteceoferăserviciide
cosmetică
Transilvania:Transilvania:
peste50.000defemeipeste30deani–cueducație
superioarășivenituripestemedie
aprox.1.000defurnizorideserviciiîndomeniul
cosmetic
România:România:
opiațăîncreșteredela655MEURîn2006la
848MEURîn2009și,înciudadificultățiloreconimice-
peste1.000MEURîn2011!
ExtindereacătreUE:ExtindereacătreUE:cudublu-focus:
țărilelatine–Franța,Italia,Spania
tradițiagermanică:Austria,Germania,Elveția
Entuziasmșiprofesionism!Entuziasmșiprofesionism!
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Price
Promotion
Performance
Profit
SpecialiștiinterniSpecialiștiinterni
experiențăînvânzări
specalizațiînmarketing
profesioniștiîncosmetică
ColaboratoriprofesioniștiColaboratoriprofesioniști
agențiidemedia
logistică
saloaneșicabinetedecosmeticășiînfrumusețare
AplecațicătredezvoltarecontinuăAplecațicătredezvoltarecontinuă
VremconştientizareaVremconştientizarea
consumatorilor!consumatorilor!
Place
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Price
Promotion
Performance
Profit
Oofetăunică,inovativăcătreconsumatorulOofetăunică,inovativăcătreconsumatorul
defrumusețe:defrumusețe:
Creștereagraduluideeducațieînceeacepriveșteîngrijirea
tenului–printr-oexpuneretransparentășiîntr-ocontinuă
dezvoltareîncolaborarecufurnizorii
deserviciiîndomeniulcosmetic
primiipași:primiipași:
deschidereashowroom-uluidin
cadrulgaleriilorcomercialeCora
primulsimpoziondedicat
profesioniștilorîncosmetică
primelesaloaneșicabinete
incluseînprogram
ExpertizăinternaționalășiExpertizăinternaționalăși
concentrarelocalăconcentrarelocală
Place
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Product
Positioning
Price
Promotion
Performance
Profit
PermitețiPermiteți--nesăfimpartenerulnesăfimpartenerul
Dumneavoastră!Dumneavoastră!
JustlikeMagic!JustlikeMagic!
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întârziereaaparițieiprimelorsemneîntârziereaaparițieiprimelorsemne
aletreceriitimpuluialetreceriitimpului.
Intensificămetabolismulcelular,cu
rezultatevizibilerapidșiefectederezultatevizibilerapidșiefectede
duratădurată.
Ușurințăînutilizare,eficiențăUșurințăînutilizare,eficiență
testată,doveditășireproductibilă!testată,doveditășireproductibilă!
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People
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Product
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Price
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Performance
Profit
UnmixdeUnmixdeproduseproduse
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cueficiențătestată,
dovedită,organizate
înprogramedistincte
personalizatepe
tipologiatenului
OOabordaretransparentășiabordaretransparentăși
profesionistăaeficienței!profesionistăaeficienței!
urmărităîndeaproape–fieînconfortul
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FrumusețeanutrebuiesăfieFrumusețeanutrebuiesăfie
neapăratcostisitoare!neapăratcostisitoare!
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Product
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Price
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Performance
Profit
AAvemopermanentăgrijăînpăstrareavemopermanentăgrijăînpăstrarea
produselorlaîndemânaconsumatoarelorproduselorlaîndemânaconsumatoarelor–
inclusivdinpunctdevederealprețului!
TTehnologiileînglobateînproduseehnologiileînglobateînprodusepermit
utilizareaunorcantitățirelativmici,păstrându-șieficiența
ProgrameledezvoltateProgrameledezvoltatepermit
utilizareaproduselorînlimitedecosturi
maimultdecâtrezonabile
ÎntotdeaunalângăconsumatorÎntotdeaunalângăconsumator
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Price
Promotion
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Profit
PromovareadirectăcătrePromovareadirectăcătre
clienteleshowroomclienteleshowroom--uluiului
testaregratuită
sesiunidemake-upgratuit
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personalulcalificatîn
cosmetică
concursuri,promoţii,
tombolecupremiisubstanţiale
PromovareaprinmediaPromovareaprinmedia
KissFM
ProFM
concursuri
advertoriale
PerformanţăPerformanţă––înpasvioi!înpasvioi!
Place
Potential
People
Purpose
Partners
Product
Positioning
Price
Promotion
Performance
Profit
Pentruocompanieceactiveazăîncepânddin10decembrie
2011aiputeacredecăperformanţaedeparte...şitotuşi!
AvemcelmaiinovatorshowroomdindomeniuAvemcelmaiinovatorshowroomdindomeniu
AmorganizatprimulseminarpetemaîngrijiriiAmorganizatprimulseminarpetemaîngrijirii
tenuluitenului–într-oambianţăplăcutăşicuoparticipareextrem
demare!
AvemcâtevasutedeclientemulţumitedeAvemcâtevasutedeclientemulţumitede
primulcontactcuproduseleprimulcontactcuprodusele
AAvemprimelesaloaneşicabinetedornicesăvemprimelesaloaneşicabinetedornicesă
lucrezecuproduselenoastrelucrezecuproduselenoastre
...Şiplanurideextindererapidă!...Şiplanurideextindererapidă!
ProfitulProfitul––îldatorămcomunităţii!îldatorămcomunităţii!
Place
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Promotion
Performance
Profit
DorimsăneimplicămînproiectelecomunităţiiînDorimsăneimplicămînproiectelecomunităţiiîn
careoperăm!careoperăm!
VremînprimulrândsădevenimunpartenerVremînprimulrândsădevenimunpartener
activpentrusuportulfemeilorînsocietateactivpentrusuportulfemeilorînsocietate
VremsăcontribuimlasoluţionareaunoradintreVremsăcontribuimlasoluţionareaunoradintre
problemesocialestringenteproblemesocialestringente
DeaceeaamfionoraţisădezvoltămunDeaceeaamfionoraţisădezvoltămun
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C 02

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