1. Esomeprazole is a proton pump inhibitor used to treat acid-related conditions like ulcers and GERD. It works by blocking the enzyme that produces stomach acid.
2. The document discusses esomeprazole's mechanism of action, indications, dosage, side effects and compares it to other proton pump inhibitors. It also analyzes the market size and key competitors for esomeprazole.
3. A marketing strategy is proposed that involves targeting gastroenterologists and general physicians across metro and class 2 cities in India with the goal of achieving a 1.5% market share in the first year of launch.
This document discusses marketing strategies for the proton pump inhibitor brand Esotid in Bangladesh. It notes that Esotid contains the molecule Esomeprazole, which has greater bioavailability than other PPIs and can maintain intragastric pH above 4 for over 17 hours. The document encourages promoting Esotid for gastroesophageal reflux disease (GERD) and gastroesophageal reflux-induced chronic cough (GERC), highlighting clinical trial results showing Esomeprazole's superiority to Omeprazole for recovering GERC patients. Promotional materials and messaging are provided to establish Esotid injection in hospitals and inform doctors of Esotid's benefits over other PPI brands for NSAID-
This document provides information on various gastro-intestinal formulations including Lantoxt tablets, Rebzm tablets, Esoje capsules, Omiject capsules, and Lenzee capsules. It describes the active ingredients, indications, dosages, and side effects of these proton pump inhibitor medications which are used to treat acid-related gastrointestinal conditions like GERD, ulcers, and Zollinger-Ellison syndrome. Packaging and pricing details are also listed for minimum order quantities between 5000 to 10000 boxes.
This document discusses the gastrointestinal (GI) system, ulceration, and the role of proton pump inhibitors (PPIs) in managing ulcers. It provides an overview of the components and functions of the GI system. Ulceration, or peptic ulcer disease, is defined as a break in the stomach or intestine lining caused by factors like H. pylori infection or NSAID use. Risk factors for ulcers are outlined. PPIs are described as the most potent acid reducers that irreversibly block proton pumps in the stomach, promoting ulcer healing. The roles of other acid controllers like antacids, H2 blockers, cytoprotectives, and antibiotics are summarized. Treatment approaches for different ulcer
Proton pump inhibitors (PPIs) are highly effective drugs for inhibiting gastric acid secretion and are commonly prescribed worldwide for indications like gastroesophageal reflux disease and peptic ulcer disease. Esomeprazole has been shown to provide greater acid suppression than other PPIs. PPIs are recommended for preventing nonsteroidal anti-inflammatory drug-induced gastric lesions, especially in high-risk patients.
Proton pump inhibitors present and future a reviewGulzar Alam
This document provides an overview of proton pump inhibitors (PPIs), including a brief history of their development and their use in treating acid-related disorders. It discusses the physiology of acid secretion in the stomach and the discovery of the proton pump. It also summarizes several acid-related disorders like ulcers, GERD, and Zollinger-Ellison syndrome that are treated by inhibiting acid secretion. The document reviews the clinical significance and advantages of PPIs compared to previous drugs while also mentioning some limitations and efforts to develop new treatments.
Assignment of Omeprazole & ibuprofen.k. siamKamruzzaman Siam
1) The document discusses the stereochemistry and effects of the drugs omeprazole and ibuprofen. It provides details on the history, chemical structure, medical uses, and side effects of each drug.
2) Both omeprazole and ibuprofen can exist as different stereoisomers that have different biological effects. Omeprazole is a proton pump inhibitor used to reduce stomach acid, while ibuprofen is a nonsteroidal anti-inflammatory drug used to treat pain and inflammation.
3) Possible side effects for both drugs include upset stomach, nausea, diarrhea, and increased risk of bleeding or heart issues if taken long term or in high doses. Patients should
Esomeprazole is the most advanced PPI for acid regulation. It is more effective than omeprazole at reducing acid production due to higher bioavailability from less first-pass metabolism. Esomeprazole has indications for treating GERD, dyspepsia, H. pylori infection, erosive esophagitis, NSAID-induced ulcers, and pathological hypersecretory conditions. It has typical PPI side effects like diarrhea and headaches. Esomeprazole has drug-drug interactions and its dosage depends on the condition being treated, ranging from once daily for GERD to twice daily for Zollinger-Ellison syndrome.
This document discusses marketing strategies for the proton pump inhibitor brand Esotid in Bangladesh. It notes that Esotid contains the molecule Esomeprazole, which has greater bioavailability than other PPIs and can maintain intragastric pH above 4 for over 17 hours. The document encourages promoting Esotid for gastroesophageal reflux disease (GERD) and gastroesophageal reflux-induced chronic cough (GERC), highlighting clinical trial results showing Esomeprazole's superiority to Omeprazole for recovering GERC patients. Promotional materials and messaging are provided to establish Esotid injection in hospitals and inform doctors of Esotid's benefits over other PPI brands for NSAID-
This document provides information on various gastro-intestinal formulations including Lantoxt tablets, Rebzm tablets, Esoje capsules, Omiject capsules, and Lenzee capsules. It describes the active ingredients, indications, dosages, and side effects of these proton pump inhibitor medications which are used to treat acid-related gastrointestinal conditions like GERD, ulcers, and Zollinger-Ellison syndrome. Packaging and pricing details are also listed for minimum order quantities between 5000 to 10000 boxes.
This document discusses the gastrointestinal (GI) system, ulceration, and the role of proton pump inhibitors (PPIs) in managing ulcers. It provides an overview of the components and functions of the GI system. Ulceration, or peptic ulcer disease, is defined as a break in the stomach or intestine lining caused by factors like H. pylori infection or NSAID use. Risk factors for ulcers are outlined. PPIs are described as the most potent acid reducers that irreversibly block proton pumps in the stomach, promoting ulcer healing. The roles of other acid controllers like antacids, H2 blockers, cytoprotectives, and antibiotics are summarized. Treatment approaches for different ulcer
Proton pump inhibitors (PPIs) are highly effective drugs for inhibiting gastric acid secretion and are commonly prescribed worldwide for indications like gastroesophageal reflux disease and peptic ulcer disease. Esomeprazole has been shown to provide greater acid suppression than other PPIs. PPIs are recommended for preventing nonsteroidal anti-inflammatory drug-induced gastric lesions, especially in high-risk patients.
Proton pump inhibitors present and future a reviewGulzar Alam
This document provides an overview of proton pump inhibitors (PPIs), including a brief history of their development and their use in treating acid-related disorders. It discusses the physiology of acid secretion in the stomach and the discovery of the proton pump. It also summarizes several acid-related disorders like ulcers, GERD, and Zollinger-Ellison syndrome that are treated by inhibiting acid secretion. The document reviews the clinical significance and advantages of PPIs compared to previous drugs while also mentioning some limitations and efforts to develop new treatments.
Assignment of Omeprazole & ibuprofen.k. siamKamruzzaman Siam
1) The document discusses the stereochemistry and effects of the drugs omeprazole and ibuprofen. It provides details on the history, chemical structure, medical uses, and side effects of each drug.
2) Both omeprazole and ibuprofen can exist as different stereoisomers that have different biological effects. Omeprazole is a proton pump inhibitor used to reduce stomach acid, while ibuprofen is a nonsteroidal anti-inflammatory drug used to treat pain and inflammation.
3) Possible side effects for both drugs include upset stomach, nausea, diarrhea, and increased risk of bleeding or heart issues if taken long term or in high doses. Patients should
Esomeprazole is the most advanced PPI for acid regulation. It is more effective than omeprazole at reducing acid production due to higher bioavailability from less first-pass metabolism. Esomeprazole has indications for treating GERD, dyspepsia, H. pylori infection, erosive esophagitis, NSAID-induced ulcers, and pathological hypersecretory conditions. It has typical PPI side effects like diarrhea and headaches. Esomeprazole has drug-drug interactions and its dosage depends on the condition being treated, ranging from once daily for GERD to twice daily for Zollinger-Ellison syndrome.
Lan (Lansoprazole Capsules) are used for the healing and symptom relief of active duodenal ulcer , H. pylori eradication to reduce the risk of duodenal ulcer recurrence, maintenance of healed duodenal ulcers, treatment of active benign gastric ulcer, healing of NSAID-associated gastric ulcer, risk reduction of NSAID-associated gastric ulcer ,short term symptomatic treatment and maintenance of healing of Gastroesophageal Reflux Disease (GERD), short-term treatment of Erosive Esophagitis, maintenance of healing of Erosive Esophagitis (EE) and for treatment of pathological hypersecretory conditions like Zollinger-Ellison Syndrome(ZES).
Pantoprazole is a proton pump inhibitor used to reduce stomach acid and treat conditions like gastroesophageal reflux disease. It works by irreversibly binding to the hydrogen-potassium ATPase enzyme in the stomach walls to suppress acid production. Pantoprazole has good oral bioavailability and reaches peak levels within 2-4 hours. It is generally well-tolerated, with common side effects including headache and abdominal pain. Long-term use has been associated with risks of bone fracture and hypomagnesemia. Pantoprazole dosing depends on the condition being treated, with recommended durations ranging from 8 weeks to indefinite maintenance therapy.
Pantoprazole is a proton pump inhibitor used to reduce stomach acid production. It is used to treat stomach ulcers, GERD, and Zollinger-Ellison syndrome. Pantoprazole works by covalently binding to proton pumps in the stomach's gastric parietal cells for up to 24 hours to inhibit acid secretion. Potential side effects include nausea, diarrhea, weakness, headaches, and skin rashes. Drug interactions can occur with medications like nelfinavir, warfarin, and digoxin, so caution is recommended when taking other drugs. Pantoprazole should also be used carefully in patients with liver disease or osteoporosis, and its safety during pregnancy
This study analyzed the effect of omeprazole on mycophenolic acid (MPA) exposure in renal transplant recipients over the first year posttransplant. The study retrospectively analyzed 348 pharmacokinetic samplings from 77 patients who were either taking omeprazole (PPI group) or not (control group) at various time points posttransplant. Mixed model analysis found that omeprazole reduced MPA AUC and Cmax levels compared to controls, with a greater reduction seen in the first week. The reduction in exposure was seen in patients taking both tacrolimus and cyclosporine immunosuppression and lasted throughout the first year, indicating omeprazole diminishes M
Esomeprazole is a proton pump inhibitor used to treat gastroesophageal reflux disease and other acid-related conditions. It works by blocking the final step of acid production in the stomach. It is indicated for GERD, erosive esophagitis, risk reduction of NSAID-associated ulcers, H. pylori eradication, and duodenal/gastric ulcers. Esomeprazole is contraindicated in those with known hypersensitivity. It is unlikely to pose teratogenic risk during pregnancy but should only be used if benefits outweigh risks. It is excreted in breastmilk so discontinuation should be considered based on importance to mother. Common side effects include
The document discusses proton pump inhibitors (PPIs), which are drugs that reduce gastric acid production by inhibiting proton pumps in the stomach. It outlines the five main PPI agents, how PPIs work by irreversibly binding to and inactivating the proton pump, and their indications and uses for conditions like peptic ulcers and gastroesophageal reflux disease. Triple therapy combining a PPI with antibiotics is also described as a treatment approach for Helicobacter pylori-associated peptic ulcers.
Potassium-competitive acid blockers (P-CABs) are a new class of drugs that inhibit gastric acid secretion by competitively binding to the potassium site of the H+/K+ ATPase pump. The first P-CAB, vonoprazan, was introduced in Japan in 2015 and has been shown to have more rapid and consistent acid suppression than proton pump inhibitors (PPIs). P-CABs may overcome some limitations of PPIs like slow onset of action, variability due to CYP2C19 metabolism, and acid rebound effects. Vonoprazan in particular has demonstrated efficacy in treating acid-related diseases like gastroesophageal reflux disease and peptic ulcers, as
Omeprazole injection is used to suppress gastric acid hypersecretion. It works by inhibiting the proton pump in the stomach. It is indicated for acute gastric ulcer, duodenal ulcer, reflux esophagitis, Zollinger-Ellison syndrome, and preventing acid aspiration where oral medication is not appropriate. For ulcers and reflux esophagitis, the recommended dose is 40 mg once daily. For Zollinger-Ellison syndrome, the initial dose is 60 mg daily and may be increased or divided into twice daily dosing. It is also recommended at 40 mg 1 hour before surgery for acid aspiration prophylaxis.
PPI's work by inhibiting gastric H+K+-ATPase and decreasing acid secretion. They are indicated for peptic ulcer disease, gastroesophageal reflux disease, and other acid-related conditions. Common side effects include diarrhea and headache. Long-term PPI use has been associated with nutrient deficiencies, increased risk of fractures, community-acquired pneumonia, and small intestinal bacterial overgrowth. PPIs also interact with some drugs by affecting CYP enzyme metabolism.
The document discusses proton pump inhibitors (PPIs) which inhibit gastric acid secretion by blocking the hydrogen-potassium ATPase pump in the stomach. PPIs are converted to sulfoxide derivatives that covalently bind to cysteine residues on the pump, preventing it from pumping protons into the stomach lumen. Common PPIs mentioned are omeprazole, pantoprazole, rabeprazole, and lansoprazole. Each drug is used to treat various acid-related gastrointestinal conditions such as heartburn, GERD, and ulcers. The mechanism of action involves the covalent inhibition of the proton pump through binding of activated PPIs to the pump.
This document summarizes research on the risks associated with long-term use of proton pump inhibitors (PPIs). Several studies found that PPI use increases the risk of Clostridium difficile infection, with some finding over a 2-fold increased risk. Animal studies also showed PPIs can independently increase C. difficile colonization and toxicity. PPI use has also been associated with increased risks of pneumonia, hip fractures, and vitamin B12 deficiency with prolonged use. While effective for treating acid-related conditions, PPIs may be overprescribed and their risks need to be carefully considered, especially with concomitant antibiotic use.
This document summarizes information about proton pump inhibitors (PPIs). It defines a proton pump and PPIs, explaining that PPIs reduce stomach acid production by blocking the proton pump enzyme. The document outlines the main uses of PPIs as relieving acid reflux and treating ulcers. It describes the mechanism of action of PPIs in blocking gastric acid secretion. Examples of common PPI drugs are provided. Risks of overuse are mentioned, as well as the need to step down therapy when stopping PPIs to avoid rebound acid effects.
This document discusses several potential adverse consequences of long-term PPI use:
1. PPI-Induced Rebound Hypersecretion of Acid - Studies show that stopping PPIs after long-term use can cause a rebound effect with increased acid secretion, potentially causing acid-related symptoms.
2. Increased risk of fractures - Multiple studies have found an association between long-term PPI use (over 2 years) and an increased risk of hip fractures and other osteoporosis-related fractures. The mechanism may be related to decreased calcium absorption from the diet or effects on bone turnover.
3. Other interactions - PPIs can interact with the anti-platelet drug clopid
Review of new alerts on PROTON PUMP INHIBITORS (PPI) adverse effects 2016 UPD...PAWAN V. KULKARNI
Last Updated: 15th MAY: ALL NEW STUDIES INCLUDED. After more than 2 decades of USE, ABUSE, OVERUSE.... PPIs are under scanner. Not just Osteoporosis, other complications but Proton pump inhibitors have been confirmed to cause insistent Kidney failure/disease, heart attacks to name a few. This new revelations should open the eyes of so many consumers and several doctors.
This document discusses mucosal protective agents used to treat gastric ulcers, including sucralfate, prostaglandin analogs, and bismuth compounds. Sucralfate forms a protective barrier over ulcers that stimulates prostaglandin and bicarbonate secretion. Misoprostol, a prostaglandin analog, stimulates mucus and bicarbonate secretion to protect the mucosa. Bismuth compounds coat ulcers with a protective layer and have antimicrobial effects against H. pylori. These agents help promote healing of ulcers and protect the gastric mucosa from further damage.
Pharmacological Classification, Mechanism of Action, Clinical Uses, Administration Routes, Dosing for Adults and Pediatrics, Pharmacokinetics, Dose Adjustments, Patient Counseling, Adverse Effects, Drug Interactions, Contraindications, Personal Experience with Ondansetron, Future Clinical Uses of Ondansetron
The document discusses various drugs used to treat peptic ulcers. It begins by describing peptic ulcers and their pathogenesis. It then covers several classes of anti-ulcer drugs that work by reducing acid secretion, such as H2 blockers like cimetidine and proton pump inhibitors like omeprazole. Other drug approaches discussed include agents that enhance mucosal defense like misoprostol, and antacids that neutralize gastric acid. The role of Helicobacter pylori infection in ulcers is also summarized.
- The document provides sales forecasts for Esoz 20, an esomeprazole magnesium tablet, for the first year in quarterly projections. It estimates sales of Rs. 2.5 crore for the year with sales increasing each month and quarter as penetration increases.
- A promotional budget of Rs. 30 lakh is allocated equally across the 4 quarters to market the brand to gastroenterologists, general physicians, surgeons and gynaecologists in metro and class 1/2 cities.
- Key activities include product sampling, branding materials, and print advertisements. Pricing is set at Rs. 15.93 per tablet with a company margin of 60% after trade discounts.
- The document provides information on a marketing plan for the launch of the drug Esoz 20, which contains 20 mg of esomeprazole.
- Key details include the target market of Rs. 102.23 crores growing at 23.14% annually, a sales forecast projecting sales of Rs. 2.5 crores in the first year, and a promotional budget of Rs. 30 lakhs.
- The marketing strategies outlined include focusing on gastroenterologists, physicians, surgeons and gynecologists in metro and class 1/2 cities, with a sales force of 400 MRs planned to make 96,000 calls per month.
Lan (Lansoprazole Capsules) are used for the healing and symptom relief of active duodenal ulcer , H. pylori eradication to reduce the risk of duodenal ulcer recurrence, maintenance of healed duodenal ulcers, treatment of active benign gastric ulcer, healing of NSAID-associated gastric ulcer, risk reduction of NSAID-associated gastric ulcer ,short term symptomatic treatment and maintenance of healing of Gastroesophageal Reflux Disease (GERD), short-term treatment of Erosive Esophagitis, maintenance of healing of Erosive Esophagitis (EE) and for treatment of pathological hypersecretory conditions like Zollinger-Ellison Syndrome(ZES).
Pantoprazole is a proton pump inhibitor used to reduce stomach acid and treat conditions like gastroesophageal reflux disease. It works by irreversibly binding to the hydrogen-potassium ATPase enzyme in the stomach walls to suppress acid production. Pantoprazole has good oral bioavailability and reaches peak levels within 2-4 hours. It is generally well-tolerated, with common side effects including headache and abdominal pain. Long-term use has been associated with risks of bone fracture and hypomagnesemia. Pantoprazole dosing depends on the condition being treated, with recommended durations ranging from 8 weeks to indefinite maintenance therapy.
Pantoprazole is a proton pump inhibitor used to reduce stomach acid production. It is used to treat stomach ulcers, GERD, and Zollinger-Ellison syndrome. Pantoprazole works by covalently binding to proton pumps in the stomach's gastric parietal cells for up to 24 hours to inhibit acid secretion. Potential side effects include nausea, diarrhea, weakness, headaches, and skin rashes. Drug interactions can occur with medications like nelfinavir, warfarin, and digoxin, so caution is recommended when taking other drugs. Pantoprazole should also be used carefully in patients with liver disease or osteoporosis, and its safety during pregnancy
This study analyzed the effect of omeprazole on mycophenolic acid (MPA) exposure in renal transplant recipients over the first year posttransplant. The study retrospectively analyzed 348 pharmacokinetic samplings from 77 patients who were either taking omeprazole (PPI group) or not (control group) at various time points posttransplant. Mixed model analysis found that omeprazole reduced MPA AUC and Cmax levels compared to controls, with a greater reduction seen in the first week. The reduction in exposure was seen in patients taking both tacrolimus and cyclosporine immunosuppression and lasted throughout the first year, indicating omeprazole diminishes M
Esomeprazole is a proton pump inhibitor used to treat gastroesophageal reflux disease and other acid-related conditions. It works by blocking the final step of acid production in the stomach. It is indicated for GERD, erosive esophagitis, risk reduction of NSAID-associated ulcers, H. pylori eradication, and duodenal/gastric ulcers. Esomeprazole is contraindicated in those with known hypersensitivity. It is unlikely to pose teratogenic risk during pregnancy but should only be used if benefits outweigh risks. It is excreted in breastmilk so discontinuation should be considered based on importance to mother. Common side effects include
The document discusses proton pump inhibitors (PPIs), which are drugs that reduce gastric acid production by inhibiting proton pumps in the stomach. It outlines the five main PPI agents, how PPIs work by irreversibly binding to and inactivating the proton pump, and their indications and uses for conditions like peptic ulcers and gastroesophageal reflux disease. Triple therapy combining a PPI with antibiotics is also described as a treatment approach for Helicobacter pylori-associated peptic ulcers.
Potassium-competitive acid blockers (P-CABs) are a new class of drugs that inhibit gastric acid secretion by competitively binding to the potassium site of the H+/K+ ATPase pump. The first P-CAB, vonoprazan, was introduced in Japan in 2015 and has been shown to have more rapid and consistent acid suppression than proton pump inhibitors (PPIs). P-CABs may overcome some limitations of PPIs like slow onset of action, variability due to CYP2C19 metabolism, and acid rebound effects. Vonoprazan in particular has demonstrated efficacy in treating acid-related diseases like gastroesophageal reflux disease and peptic ulcers, as
Omeprazole injection is used to suppress gastric acid hypersecretion. It works by inhibiting the proton pump in the stomach. It is indicated for acute gastric ulcer, duodenal ulcer, reflux esophagitis, Zollinger-Ellison syndrome, and preventing acid aspiration where oral medication is not appropriate. For ulcers and reflux esophagitis, the recommended dose is 40 mg once daily. For Zollinger-Ellison syndrome, the initial dose is 60 mg daily and may be increased or divided into twice daily dosing. It is also recommended at 40 mg 1 hour before surgery for acid aspiration prophylaxis.
PPI's work by inhibiting gastric H+K+-ATPase and decreasing acid secretion. They are indicated for peptic ulcer disease, gastroesophageal reflux disease, and other acid-related conditions. Common side effects include diarrhea and headache. Long-term PPI use has been associated with nutrient deficiencies, increased risk of fractures, community-acquired pneumonia, and small intestinal bacterial overgrowth. PPIs also interact with some drugs by affecting CYP enzyme metabolism.
The document discusses proton pump inhibitors (PPIs) which inhibit gastric acid secretion by blocking the hydrogen-potassium ATPase pump in the stomach. PPIs are converted to sulfoxide derivatives that covalently bind to cysteine residues on the pump, preventing it from pumping protons into the stomach lumen. Common PPIs mentioned are omeprazole, pantoprazole, rabeprazole, and lansoprazole. Each drug is used to treat various acid-related gastrointestinal conditions such as heartburn, GERD, and ulcers. The mechanism of action involves the covalent inhibition of the proton pump through binding of activated PPIs to the pump.
This document summarizes research on the risks associated with long-term use of proton pump inhibitors (PPIs). Several studies found that PPI use increases the risk of Clostridium difficile infection, with some finding over a 2-fold increased risk. Animal studies also showed PPIs can independently increase C. difficile colonization and toxicity. PPI use has also been associated with increased risks of pneumonia, hip fractures, and vitamin B12 deficiency with prolonged use. While effective for treating acid-related conditions, PPIs may be overprescribed and their risks need to be carefully considered, especially with concomitant antibiotic use.
This document summarizes information about proton pump inhibitors (PPIs). It defines a proton pump and PPIs, explaining that PPIs reduce stomach acid production by blocking the proton pump enzyme. The document outlines the main uses of PPIs as relieving acid reflux and treating ulcers. It describes the mechanism of action of PPIs in blocking gastric acid secretion. Examples of common PPI drugs are provided. Risks of overuse are mentioned, as well as the need to step down therapy when stopping PPIs to avoid rebound acid effects.
This document discusses several potential adverse consequences of long-term PPI use:
1. PPI-Induced Rebound Hypersecretion of Acid - Studies show that stopping PPIs after long-term use can cause a rebound effect with increased acid secretion, potentially causing acid-related symptoms.
2. Increased risk of fractures - Multiple studies have found an association between long-term PPI use (over 2 years) and an increased risk of hip fractures and other osteoporosis-related fractures. The mechanism may be related to decreased calcium absorption from the diet or effects on bone turnover.
3. Other interactions - PPIs can interact with the anti-platelet drug clopid
Review of new alerts on PROTON PUMP INHIBITORS (PPI) adverse effects 2016 UPD...PAWAN V. KULKARNI
Last Updated: 15th MAY: ALL NEW STUDIES INCLUDED. After more than 2 decades of USE, ABUSE, OVERUSE.... PPIs are under scanner. Not just Osteoporosis, other complications but Proton pump inhibitors have been confirmed to cause insistent Kidney failure/disease, heart attacks to name a few. This new revelations should open the eyes of so many consumers and several doctors.
This document discusses mucosal protective agents used to treat gastric ulcers, including sucralfate, prostaglandin analogs, and bismuth compounds. Sucralfate forms a protective barrier over ulcers that stimulates prostaglandin and bicarbonate secretion. Misoprostol, a prostaglandin analog, stimulates mucus and bicarbonate secretion to protect the mucosa. Bismuth compounds coat ulcers with a protective layer and have antimicrobial effects against H. pylori. These agents help promote healing of ulcers and protect the gastric mucosa from further damage.
Pharmacological Classification, Mechanism of Action, Clinical Uses, Administration Routes, Dosing for Adults and Pediatrics, Pharmacokinetics, Dose Adjustments, Patient Counseling, Adverse Effects, Drug Interactions, Contraindications, Personal Experience with Ondansetron, Future Clinical Uses of Ondansetron
The document discusses various drugs used to treat peptic ulcers. It begins by describing peptic ulcers and their pathogenesis. It then covers several classes of anti-ulcer drugs that work by reducing acid secretion, such as H2 blockers like cimetidine and proton pump inhibitors like omeprazole. Other drug approaches discussed include agents that enhance mucosal defense like misoprostol, and antacids that neutralize gastric acid. The role of Helicobacter pylori infection in ulcers is also summarized.
- The document provides sales forecasts for Esoz 20, an esomeprazole magnesium tablet, for the first year in quarterly projections. It estimates sales of Rs. 2.5 crore for the year with sales increasing each month and quarter as penetration increases.
- A promotional budget of Rs. 30 lakh is allocated equally across the 4 quarters to market the brand to gastroenterologists, general physicians, surgeons and gynaecologists in metro and class 1/2 cities.
- Key activities include product sampling, branding materials, and print advertisements. Pricing is set at Rs. 15.93 per tablet with a company margin of 60% after trade discounts.
- The document provides information on a marketing plan for the launch of the drug Esoz 20, which contains 20 mg of esomeprazole.
- Key details include the target market of Rs. 102.23 crores growing at 23.14% annually, a sales forecast projecting sales of Rs. 2.5 crores in the first year, and a promotional budget of Rs. 30 lakhs.
- The marketing strategies outlined include focusing on gastroenterologists, physicians, surgeons and gynecologists in metro and class 1/2 cities, with a sales force of 400 MRs planned to make 96,000 calls per month.
Proton pump inhibitors (PPIs) like omeprazole irreversibly inhibit the gastric H+/K+-ATPase enzyme to reduce acid secretion. They are effective for treating acid-related disorders like GERD and peptic ulcers. PPIs have high bioavailability but require acidic conditions for activation. Common side effects include diarrhea and headache, while long term use may increase risks of infections, fractures, and nutrient deficiencies. Drug interactions are rare due to short half-lives, but some PPIs inhibit CYP2C19 and decrease clopidogrel effectiveness.
This document presents a case study of a 21-year-old male patient admitted to the hospital with duodenal ulcer. Objective findings from examinations confirmed the diagnosis of duodenal ulcer seen on endoscopy. The patient's history of irregular eating habits and skipping meals contributed to ulcer development. A treatment plan was developed using pantoprazole, sucralfate, tramadol, ondansetron, and magnesium hydroxide to treat the ulcer and relieve symptoms while monitoring for drug toxicity and therapeutic response through follow-up endoscopy. Patient education focused on the disease, medication use, and importance of regular eating.
Esomeprazole Product Presentation for MPO's.
The primary uses of esomeprazole are gastroesophageal reflux disease, treatment and maintenance of erosive esophagitis, treatment of duodenal ulcers caused by H. pylori, prevention of gastric ulcers in those on chronic NSAID therapy, and treatment of gastrointestinal ulcers associated with Crohn's disease.
This document provides information on drugs used to treat ulcers. It begins by defining ulcers and their main causes as infection by H. pylori or use of NSAIDs. Drugs are classified as antimicrobial agents, H2 receptor blockers, proton pump inhibitors, prostaglandins, antacids, and mucosal protective agents. The mechanisms of action, uses, and side effects of various drugs from these classes are described in detail, including combinations used to eradicate H. pylori infections. Key drugs discussed are clarithromycin, omeprazole, misoprostol, aluminum hydroxide, and sucralfate.
This document discusses several classes of drugs that act on the gastrointestinal tract, including their mechanisms of action, indications, and side effects. It covers antacids, H2 receptor antagonists, proton pump inhibitors, emetics, antiemetics, anticholinergic agents, and provides examples of specific drugs within each class. The overall objective is for student nurses to broaden their knowledge of how these various drugs impact the gastrointestinal system.
This document discusses GERD (gastroesophageal reflux disease). It provides an overview of GERD including a classification system, symptoms, diagnostic tests like pH monitoring, and subtypes such as erosive esophagitis. Alarm symptoms that may indicate complications are noted. Causes, pathophysiology, and treatment options for various subtypes are reviewed including proton pump inhibitors, prokinetic drugs, treatments for refractory GERD, and the relationship between H. pylori infection and GERD. Newer formulations and potential future treatments are also mentioned.
This document summarizes drugs used to treat peptic ulcers. It discusses how gastric acid secretion is regulated and the pathogenesis of peptic ulcers, including H. pylori infection and NSAID use. The main treatment approaches include eradicating H. pylori, reducing acid with H2 blockers or PPIs, and protecting the mucosa. H2 blockers and PPIs are the primary drug classes used. PPIs are more effective than H2 blockers. Other treatments mentioned include antibiotics, misoprostol, and antacids.
The document discusses drugs that affect the gastrointestinal system. It covers drugs that affect GI secretions like histamine receptor blockers, proton pump inhibitors, antacids, mucosal protectants and prostaglandin analogs. It provides details on the mechanisms of action, indications, side effects and nursing considerations for various classes of drugs including H2 receptor blockers, antacids, proton pump inhibitors and the mucosal protectant sucralfate.
Peptic ulcer disease and acid suppression therapyOmer Khan
This document summarizes acid suppression therapy for peptic ulcer disease. It discusses the regulation of gastric acid secretion and classification of drugs used to treat peptic ulcers. It focuses on proton pump inhibitors, including their mechanism of action, uses, adverse effects and drug interactions. It also discusses potential adverse consequences of long-term PPI use, such as rebound hypersecretion of acid upon withdrawal and increased risk of fractures and pneumonia.
This document discusses various drugs that affect the gastrointestinal system. It covers drugs that affect GI secretions like antacids, H2 receptor blockers, proton pump inhibitors, mucosal protectants, and prostaglandin analogs. It also discusses laxatives, which are used to increase bowel movements, and are classified based on their mechanisms of action. Common side effects and nursing considerations are provided for each drug class.
1. The document discusses various types of anti-peptic ulcer drugs including anti-microbial agents, H2 receptor blockers, proton pump inhibitors, and cyto-protective agents.
2. Proton pump inhibitors are the most potent gastric acid inhibitors and are the drug of choice for treating peptic ulcers and gastroesophageal reflux disease.
3. Combination therapies using anti-microbial agents along with proton pump inhibitors or H2 receptor blockers are effective treatments for H. pylori bacterial infections, which can help prevent ulcer recurrence.
This document provides an overview of peptic ulcer disease. It defines peptic ulcers and discusses their main causes including Helicobacter pylori infection, NSAID use, and Zollinger-Ellison syndrome. It then describes the mechanisms of gastric acid secretion and the goals of antiulcer treatment. Several classes of drugs are covered including those that reduce acid secretion like H2 blockers and proton pump inhibitors, antacids that neutralize acid, and treatments for H. pylori infection. Key learning objectives are outlined for understanding peptic ulcer disease and its pharmacologic management.
This document provides information about proton pump inhibitors (PPIs). It discusses what a proton pump is and how PPIs work by inhibiting proton pumps in the stomach. It lists commonly used PPIs like omeprazole, lansoprazole, and pantoprazole. It describes the mechanism of action of PPIs in blocking acid production and their pharmacokinetics. Potential adverse effects with short and long term use are outlined as well as common medical and therapeutic uses to treat conditions like ulcers and GERD. A comparison of pantoprazole to other PPIs in terms of bioavailability, effects duration, and drug interactions is also provided.
This presentation provides information on proton pump inhibitors (PPIs). It discusses what a proton pump is, how PPIs work to inhibit proton pumps, clinically used PPIs like omeprazole and pantoprazole, their mechanisms of action, pharmacokinetics, adverse effects, medical and therapeutic uses, and comparisons between different PPIs. References are also provided at the end.
Drugs Acting on Gastro-Intestinal System
Pharmacotherapy PUD and GERD
Antiemetic Drugs
Agents for constipation
Antidiarrheal agents
Pharmacotherapy OF IBD
Update Treatment of Peptic Ulcer Disease dr Willy Brodus.pdfnanakartina
Esomeprazole is effective for treating peptic ulcer disease and preventing rebleeding from ulcers. It works by irreversibly blocking the proton pump in the stomach, strongly inhibiting acid production. This allows platelet aggregation and clot stabilization at a gastric pH above 6. Esomeprazole maintains inhibitory effects on acid for a longer period than other PPIs, significantly reducing rebleeding rates following ulcer treatment. As a result, esomeprazole is recommended for treating bleeding ulcers and preventing their recurrence.
The document discusses gastrointestinal disorders and their pharmacologic treatment. It covers topics like gastroesophageal reflux disease (GERD), peptic ulcer disease (PUD), Helicobacter pylori infection, and inflammatory bowel disease. It describes the anatomy and physiology of gastric acid secretion and summarizes common medications used to treat acid-related disorders like antacids, H2 receptor blockers, proton pump inhibitors, and prostaglandins. Antibiotic regimens for H. pylori eradication are also summarized.
This document discusses drugs used to treat peptic ulcer diseases. It outlines 5 main classes of drugs: anti-acids, H2 receptor antagonists, proton pump inhibitors, antispasmodics, and antibiotics. For each drug class, it provides examples of common drugs and discusses their indications, mechanisms of action, dosages, side effects, and drug interactions. The document focuses in depth on several proton pump inhibitors (omeprazole, esomeprazole, lansoprazole) and H2 receptor antagonists (cimetidine, famotidine, ranitidine), outlining their pharmacokinetics, indications, contraindications, dosages, and key considerations for use.
1. 1.DRUG CLASS AND MECHANISM: Esomeprazole is in a class of drugs called proton pump
inhibitors (PPIs) which block the production of acid by the stomach. Other drugs in the same class
include omeprazole (Prilosec),lansoprazole (Prevacid), rabeprazole (Aciphex)
and pantoprazole(Protonix). Chemically, esomeprazole is very similar to omeprazole. Proton pump
inhibitors are used for the treatment of conditions such as stomach and duodenal
ulcers, gastroesophageal refluxdisease (GERD) and the Zollinger-Ellison syndrome which all are
caused by stomach acid. Esomeprazole, like other proton-pump inhibitors, blocks the enzyme in the
wall of the stomach that produces acid. By blocking the enzyme, the production of acid is decreased,
and this allows the stomach and esophagus to heal. Esomeprazole was approved by the FDA in
February 2001.
1. 2. In chemistry, isomers (/ˈaɪsəmərz/; from Greek ἰσομερής, isomerès; isos = "equal",
méros = "part") are molecules with the same chemical formula but different chemical
structures. That is, isomers contain the same number of atoms of each element, but
have different arrangements of their atoms in space. In chemistry, isomers (/ˈaɪsəmərz/;
from Greek ἰσομερής, isomerès; isos = "equal", méros = "part") are molecules with the
same chemical formula but different chemical structures. That is, isomers contain the same number
of atoms of each element, but have different arrangements of their atoms in space.[1][2]
Isomers do
not necessarily share similar properties, unless they also have the same functional groups. There
are many different classes of isomers, like positional isomers, cis-trans isomers and enantiomers,
etc. (see chart below). There are two main forms of isomerism: structural
isomerism and stereoisomerism (spatial isomerism).
2. http://upload.wikimedia.org/wikipedia/commons/thumb/0/04/Isomerism.svg/883px-
Isomerism.svg.png
3. Bioavailabilty of all-trans and cisismers of lycopene
4.
Effect of esomeprazole 40 mg vs omeprazole 40 mg on 24-hour
intragastric pH in patients with symptoms of gastroesophageal
reflux disease
Omeprazole and esomeprazoleLokesh patil (22) Madhura jagtap (10)
Animesh Amal (01) Vishal mehta (16) Khushbu Mascarenhas (13)
2. Executive Summary Brand name is Esoz 20 Molecule - Esomeprazole Tablet – 20
mg tablet Target Doctors - CP, GP, Gastro, Sur, Gynaec Total market for Esomeprazole
is Rs 102.23 cr Market growth – 23.14%
3. Disease & Market definition 1. Gastro esophageal refluxdisease: ( GERD) • It is a chronic
symptom of mucosal damage caused by stomach acid coming up from the stomach into the
esophagus tube. 2. Heart burn: • It is a painful burning feeling in the chest or throat. It
happens when stomach acid backs up into esophagus tube that carries food from mouth to
stomach. 3. Dyspepsia: • Means indigestion
4. Epidemiology Trigger factors: 1. Age- Most of the studies have included population
above the age of 18 years or older who is affecting from this disease. 2. Dietary Factors-
spicy, fried or food prepared outside the home contributed insignificantly to worsening of
symptoms. 3. NSAIDs- same drugs like aspirin ( increase acid secretions) 4. Helicobacter
Pylori infection: (Responsible for ulcer) • It is a gram negative bacterium found in stomach. •
present in patients with chronic gastritis and gastric ulcers, conditions.
5. Esomeprazole Profile 1. Indication: GERD Healing of Erosive Esophagitis
Maintenance of Erosive Esophagitis Peptic Ulcer disease Risk reduction of NSAID-
Associated Gastic Ulcers Acid Peptic Disorders
2. 6. Mechanism of Acid Secretion Proton pump is a catalytic enzyme. Present in the parietal
cells. Histamine, Acetylcholine and Gastrin are the three important stimuli for acid secretion.
Final step in acid production in activation of proton pump.
7. Mechanism of Action- PPI inhibitors Acetylcholine, gastrin and histamine can increase the
acid production with increasing the activity of proton pump. PPI blocks the final step of acid
production. Therefore reduce the acidity of the stomach contents leaking into the esophagus,
which reduces the incidence of heartburn.
8. Dosage and Administration Indication Dose (mg) Duration Healing of erosive esophagitis
20-40 4-8 Weeks Symptomatic relief of GERD 20 4 Weeks To prevent replace of GERD 20
For eradication of H.pylori infection 40 Once daily for up to 6 months Once daily for up to 10
months
9. Esomeprazole Profile Side effect: • • • • Headache Flatulence (gas) Nausea Dry mouth/
Diarrhoea Precautions: • Efficacy and safety in pediatric patents and in pregnant women
and nursing mother have not been established
10. SWOT Analysis STRENGTHS AND WEAKNESSES • Management of multiple
indications • Fixed dose combination • Company with well trained workforce • Late entrance.
• Can’t be given in pregnancy & Lactating females • Issue in paediatric patients (use only in
above 12 yr age) OPPORTUNITIES AND THREATS • Growing therapeutic segment. •
Increase patients • High market value (102 cr) • High competitors. • New combinations for
indications.
11. Key issues • contraindicated in patients with known hypersensitivity to any component of
the formulation or to substituted benzimidazoles. • contraindicated in patients with a known
hypersensitivity to any macrolide antibiotic. • should be taken at least one hour before meals.
• serious side effects, including: symptoms of a low magnesium blood level
12. Market analysis 11/1/2013 12
13. Competitive Analysis 1) In Terms of Molecules / All PPI: • PH maintaining Time period
Median PH>4 Time period (Hrs) Esomeprazole 16.7 hrs Lansoprazole Rabeprazole
Pnatorazole Omeprazole 12.7 hrs 10.8 hrs 10.5 hrs 10.4 hrs
14. Competitive Analysis 2) In Terms of Market: • • Indian Pharmaceutical Market: 72.760
Crs Growing at Rate: 10.5% • Value of Gastro Intestinal market is 7613Crs. • Gastro is on
3rd position in terms of value. • Growth is 7.3% annually. • Total Esomeprazole market is
growing with 23.14% annually. • Esomeprazole-20 mg market is growing with 13.85%
annually.
15. Competitive Analysis • Major players in Esomeprazole Market: COMPANIES TORRENT
ASTRAZENECA SUN PHARMACEUTICAL RANBAXY LABORATORIES CIPLA MICRO
LABS ALKEM ABBOTT HEALTHCARE M.S. 34.4 26.2 15.2 9.5 2.0 1.1 1.0 0.1 • Major
players in Esomeprazole 20mg Tab Market: Companies M.S. TORRENT 33.93
ASTRAZENECA 21.03 SUN PHARMACEUTICAL 13.68 RANBAXY LABORATORIES 8.57
Alkem 4.67
16. Esomeprazole 5C’s insights customer • Doctors & chemists are over crowded by large
no. of drugs and diff. prices. • Doctors knows importantance of PPI • MR focus on chemist
concurrently with launch consumer Target to special class, special cases because of its
feature. There are some old established brands which sticks to the patient mind. patients
need effective solutions competition Weekly feedback collection compound Most effective
Safe Sales/ MS to be measured each quarter, then monthly 2013. Analyze competitor
activity and market Higher availability Immediate acting PPI Highest healing rate 94.1%
channels Distributors play a major role in the availability. Shortage can affect sales
negatively. Bonus strategy. MR rewarding system.
17. Vision & values To emerge as a leading integrated research – based global
pharmaceutical compan Achievement We value achievement of objectives and consistently
strive towards our Vision, with perseverance. Respect We respect all our stakeholders.
Knowledge We value knowledge such that it empowers our people to find innovative
solutions to manage change
3. 18. Division It is a multi-specialty division. Its focus areas encompass internal medicine‚
pediatrics, orthopedics and surgeons. Product Lists Cough Management Anti-Infectives
Stomatologicals Prokinetic / Anti-Nauseants Anti-Ulcerants Anti-Protozoal Pain Management
Mucolytic Nutraceuticals Peripheral Arterial Diseases Esomeprazole
19. Critical Success Factor • Glenmark is ranked among the Top 5 Fastest Growing
Generics Companies in the world. • Huge customer base. • Cost Efficiencies to result into
optimum prices to the customers and better margin. • Understanding the Competition. •
Duration of action.
20. Key Performance Indicators • • • • 11/1/2013 Target market coverage. Market share. No.
of new prescriptions. Conversion rate. 21
21. BRAND STRATEGY 11/1/2013 22
22. Brand Name Glenmark pharma present….. Esoz 20 Esomeprazole magnesium 20 mg
Tabs with Buffer
23. Objective: Short Term And Long Term Short term Long term • To achieve 2.5 Cr in the
year of launch with 1.5% market share. To be a Top brand in the PPI market by 2020
24. Indication Gastro esophageal reflux disease: ( GERD) Heart burn:
25. Market Segmentation: Pan India Metro Cities: Class 1 Cities Target customers (GP) CP
GAST Class 2 Cities SUR GYN
26. Prescription Analysis AS PER MAT JAN 2013 DATA RX/D/M 50 GP, 45 45 40 CP, 35 35
GAST, 30 30 25 GYN, 20 20 SUR, 15 15 10 5 0 GP CP GAST SUR GYN DOCTORS GP CP
GAST SUR GYN RX/D/D 45 35 30 15 20
27. DOCTOR CLASSIFICATIO Total Doctor- 150/MR Total no. of MR 400 Brack-up Dr by
Specialty GP SUR GYN GAST Physician Dr/MR 90 10 15 5 30 Class "A" 50 5 10 5 20 Class
"B" 40 5 5 0 10 TOTAL 150 90 60
28. Field Force Planning Sales Force Planning Assumptions Total MR’S MR Working Days
Call/Day Call /Month 1 400 24 24 10 10 240 96000 Dr Classification Class A Class B Dr/MR
90 60 Call to Dr/Month Calls to Dr/Month Dr Total/month 2 1 180 60 72000 24000 Total Dr
by Specialty GP SUR GYN GAST Physician 150 Dr/MR 90 10 15 5 30 240 96000 Calls to
Dr/Month Dr Total Class A 50 5 10 5 20 class B 40 5 5 0 10 100 10 20 10 40 40 5 5 0 10 140
15 25 10 50 = 240/MR 11/1/2013 29
29. PRICING Rs. For 20 mg Tab Price calculation Product out of Price control MRP 25.15
VAT (6%) -1.5 ED (6% + 3%) -1.54 22.11 Discount to Retailer -4.42 Price to Retailer (-ED &
VAT) 17.69 Discount to Stockist 10% 1.76 Price to Stockist (NRV) NRV 15.93 Company
Margin (60%) 11/1/2013 20% Non-schedule 9.55 Basic Cost 6.38 30
30. Sales Forecasting 130000 160000 140000 120000 100000 80000 60000 40000 20000 0
125000 120000 115000 110000 105000 100000 95000 M1 25% M2 35% M3 40% 130000
Q1 Q3 125000 M1 30% Q2 Q4 120000 115000 110000 105000 100000 M1 35% M2 35%
M3 30% M- month Q- Quarter M3 35% 160000 140000 120000 100000 80000 60000 40000
20000 0 M1 40% 95000 M2 35% M2 35% M3 25%
31. Q1 Month 1 Month 2 Month 3 Total Q2 Month 1 Month 2 Month 3 Total % 25% 35% 40%
20mg(Unit) 98,437.5 1,37,812.5 1,57,500 3,93,750 15,68,109.37 21,91,218.75 25,08,975
62,68,303.12 30% 35% 35% 1,18,125 1,37,812.5 1,37,812.5 3,93,750 18,81,731.25
21,95,353.12 21,95,353.12 62,72,437.49 Q3 Month 1 Month 2 Month 3 Total Q4 Month 1
Month 2 Month 3 Total % 35% 35% 30% 1,37,812.5 1,37,812.5 1,18,125 3,93,750
21,95,353.12 21,95,353.12 18,81,731.25 62,72,437.49 1,57,500 1,37,812.5 98,437.5
25,08,975 21,91,218.75 15,68,109.37 62,68,303.12 11/1/2013 40% 35% 25% Value(Rs)
3,93,750 15,75,000*15.93 = 32 2,50,81,481.22
32. Promotional expenses QUARTER WISE INPUT PLAN Total Promotional Expense: Rs.
30 lakhs Q1 (Rs.) Q2 (Rs.) Q3 (Rs.) Q4 (Rs.) Samples 4,20,000 4,20,000 4,20,000 4,20,000
Visual Aid 52,000 52,000 52,000 52,000 Brand reminders 2,25,000 2,25,000 2,25,000
2,25,000 Clinical Posters/LBL 1,20,000 1,20,000 1,20,000 1,20,000 4,50,000 Pen &
prescription pad 1,20,500 1,20,500 1,20,500 1,20,500 1,50,000 Total 9,37,500 9,37,500
9,37,500 9,37,500 Promotional expense 30,00,000 cost as calculated sampling 25.00%
4. 7,50,000 gift 20.00% 6,00,000 campaign 15.00% 4,50,000 print 4.00% 1,20,000 training
10.00% 3,00,000 meeting 6.00% 1,80,000 crm 15.00% incentives 5.00% 30,00,000
33. Rs. 20 mg Sales (Rs.) Cost Of Goods (COGS) (40%) Units X NRV* 15,75,000*15.93 =
2.5 cr 0.0 1cr 0.0 1.5 cr 0.0 30 Lakh 0.0 6 Lakh 0.0 30 Lakh 7 Gross Margin (Rs.) Less Advt
& Promo (A&P) (20% of sales) Less Selling Expenses (4% of sales) Less Marketing
expenses (20% of sales) Less Distribution Expenses (5% of sales) 0.0 7.5 Lakh 8 Gross
Profit Before Tax (PBT) 0.0 76,74,933 Lakh Brand P&L 1 Less 2 3 4 5 6 9 Total
34. COMMUNICATION STRATEGY • • • • • 11/1/2013 Quality Brand at affordable price Most
preferred drug in DERD, Heartburn case Quick Action in shorter duration of time Longer half-
life Most beneficial effect and most effective PPI 35
35. When acid strikes Esoz 20 Esomeprazole magnesium 20 mg Tabs with Buffer The 60 x
24 PPI Controls heartburn within a minute One tab irrespective of meals Attains PH >6
within 60 seconds for immediate control of Heartburn Maintains PH >4 for 22.5 hrs – Total
24 hrs protection * Co-Rx with NSAIDs Ref: sherman et al. Am j Gastroenterology
2009;104:1278-95 Mint flavor Escoz
36. Offering comprehensive Solution for Esomeprazole Treatment provides significantly
greater gastric acid suppression than lansoprazole or pantoprazole Mean % of time during
that gastric PH was > 4.0 Esomeprazole Pantoprazole Lansoprazole 74.20% GERD
HEARTBURN Rx Esoz 20 Esomeprazole magnesium 20 mg Tabs with Buffer One Tablet /
day Prize: 3.50 Rs / Tab 60.80% 66.50% Esoz 20
37. Esoz 20 Esomeprazole 20 mg Tabs with Buffer 7 Tablets Esoz 20
38. Prelaunch plan 1) One week surveys: • PPI drugs usage? Which? why? better if? Cost
benefit concept? Which cases? Competitor perception? • “NEXPRO” brand problems? • VIP
Doctors ( 30/MR ) sample • 5 min paper-less questioner + chemist feedback 2) S.W.O.T
Analysis: • Rx Weight (ims) • Chemist availability, self stock • Distribution channel analysis
39. Positioning messages plan Hammering strategy: Easy to use 3-4 sequential visits /Dr.
Messages related gimmicks, LBL. Promotional tools 1st choice Positioning Message plan
Product samples every visit in first month. Annual (4 differentiating positioning msg)
Branding, competitor management campaigns. Higher bioavaila bility safest
40. Direct to customer tactics 1) Doctor activity: - Event: group meeting, round tables
meeting - KOL conference, OR education camps - FDA approved badge ( as a promotional
tool ) - 3D demo CD ( how “Esoz 20 ” is the best) - VIP visit ( 3 visit/Month) 2) Field force
activity: - Monthly meeting - Team campaigns - Attractive incentive plan 3) Chemist activity: -
Bonus plan - Our Product Stand
41. Direct to customer tactics 4) Patient activity: - Awareness materials - CD”s in clinic’s
waiting rooms - you tube classy real situations ads
42. Promotional Input Launching gift Promotional inputs
43. Promotional Input Educational material