Healthy Life - Heart Of The Matter
All marketers are confronting daily challenges of slicing through the market. Most succeed partially, too a handful are declared winner marketers. How exercise these winners larn made?
The starting shout for for a winner formula inwards marketing is KNOWLEDGE. To know is to win! The cognition starting shout for should endure every bit granular (or fifty-fifty molecular) every bit it tin get. Swimming through the detailed cognition throws upward insights too ideas. These larn translated into decisions, followed past times activity plans too and then execution. The output decides if it was a winner approach or a mediocre one.
Is at that spot a strategy for cognition mining?
Knowledge (practical too theoretical) should arise from the ‘nub of the matter’. You tin telephone band this every bit the ‘nub-of-the-matter approach to cognition creation too understanding’. In the instance of developing medicinal molecules, it is usually target molecule centric R too D strategy. Hence, to develop a cognition that aids grooming too marketing, it is judicious to get amongst the target molecule too develop cognition inwards a nutshell inwards that vein. Thus, knowing to a greater extent than close the target molecule responsible for the medicine’s evolution becomes the “nub of the matter” for developing pharma marketing strategy.
Consider the next example:
Dipeptidyl peptidase iv enzyme (DPP4): Like all enzymes - this enzyme also is a biocatalyst, too belongs to the household unit of measurement of dipeptidyl peptidase enzymes (EC 3.4.14 classification). There are many such enzymes inwards this household unit of measurement – such as, DPP3, DPP6, DPP7, DPP8, DPP nine etc. DPP4 is also known every bit CD26.
DPP4 AND CANCER:
DPP4 has a broad ranging role inwards jail cellular telephone metabolism. DPP4 enzyme tin bind amongst many molecules (proline or alanine containing peptides) similar growth factors too neuropeptides. It is pop amidst jail cellular telephone biologists every bit an enzyme, which has association amongst cancer! DPP4 enzyme levels are increased inwards sure enough cancers too reduced inwards sure enough other types of cancers. DPP4 is marking molecule for diverse cancerous tumors!
DPP4 AND FIBROSIS:
Fibrosis is evolution of difficult connecter fibrous tissue inwards organs. Eg., liver fibrosis. DPP4 has been implicated inwards fibrosis of diverse organs (eg., liver too kidney).
DPP4 AND GLUCOSE METABOLISM
DPP4 is involved inwards glucose metabolism. DPP4 degrades or breaksdown molecules that are collectively called every bit incretins. The umbrella term incretins refers to a grouping of metabolic hormones (chemical messengers). Most accurate examples of incretins are: GLP 1 (glucagon similar peptide 1) too GIP (gastric inhibitory peptide). These 2 are a portion of the glucagon peptide family. DPP4 breaksdown GLP 1 too GIP.
What exercise GLP too GIP (the 2 incretins do?)
GLP 1 too GIP (the 2 incretins) decrease glucagon blood levels too increment insulin blood levels.
K cells inwards the intestines secrete GIP too ‘L’ endocrine cells inwards the intestines secrete GLP 1.
a) GLP 1 (a xxx amino acid peptide gut hormone)
- stimulates beta cells inwards pancreas (Islets of Langerhans) to range to a greater extent than of the blood glucose lowering hormone: insulin (the chemic messenger inwards blood that transfers glucose from blood into cells, thus, lowering blood glucose too ensuring glucose for jail cellular telephone liberate energy production)
- GLP 1 also increases beta jail cellular telephone volume inwards pancreas
- GLP 1 inhibits glucagon secretion (thus overall GLP 1 helps inwards rapid postprandial decrease of blood glucose) (Glucagon is a hormone amongst reverse effects of insulin. Thus, glucagon tends to increment blood saccharide levels too insulin tends to decrease blood glucose levels. Glucagon the peptide hormone is released inwards large quantities when blood glucose levels decrease below normal, glucagon stimulates liver to convert stored glycogen into glucose too this gets into the blood stream)
b) GIP (a 42 amino acid gut hormone)
- stimulates release of insulin
- GIP helps promote growth too survival of beta cells of pancreas
- GIP has a role inwards fatty too os metabolism
In a salubrious body, the release of insulin too glucagon from pancreas are inwards balance.
THUS, WHEN DPP4 proteinaceous enzyme BREAKSDOWN GLP 1 AND GIP - THE TWO INCRETINS; more glucagon is released too less insulin is produced from the pancreas.
WHAT ARE DPP4 INHIBITORS?
DPP4 inhibitors are a course of written report of medicines that inhibit the enzyme DPP4, hence, degradation of incretins is decreased. This inwards plow increases levels of the 2 incretins (GLP 1 too GIP), resulting inwards
- decrease of glucagon release from pancreas
- increase of insulin release from pancreas.
Thereby, DPP4 inhibitors bring a hypoglycemic number (lower the levels of blood glucose) too bring application inwards Type 2 diabetes management.
Examples of DPP4 inhibitor drugs:
Sitagliptin (the outset inwards this class), TENELIGLIPTIN (the most widely prescribed too sold, too most economical gliptin inwards India. This is the exclusively gliptin manufactured from API phase to formulation phase inwards India), saxagliptin, vildagliptin (currently the costliest gliptin inwards India), alogliptin too lindagliptin
Any side effects of DDPP iv inhibitors (or incretin enhancers)?: the next may occur inwards closed to patients (not all)
- Statistically pregnant increment inwards pump failure (scary? Remember rofecoxib too pioglitazone controversies? Sitagliptin the outset DPP4 inhibitor was invented past times Merck, the same people who invented rofecoxib!!), however, medical literature says at that spot is overall expert security profile for gliptins
- Diarrhea
- Increased incidence of URTI (upper respiratory tract infections)
- Sore throat
DPP4 inhibitors exercise non increment trunk weight nor cause hypoglycemic episodes. Dosage adjustment is non usually required inwards instance of renal stress too hepatic dysfunction.
GIP is also known every bit glucose subject insulinotropic polypeptide.
Teneligliptin is a interrogation production of Mitsubishi Tanabe Pharma, Nihon too it was launched outset inwards the the world past times both Tanabe Pharma too Daiichi Sankyo, inwards Sep 2012! (By the way, Daiichi Sankyo purchased the fellowship Ranbaxy too sold it for a loss to Sunday Pharma). Teneligliptin is sold inwards Japan, Korea too India, currently.
In India, teneligliptin inwards December 2015 had xvi brands, amongst sales of Rs. 36 crores, inwards the Rs. 6000 crores antidiabetic market. Glenmark has been taking risks too fighting for its portion of pie inwards the hot antidiabetic gliptin market, its outset tryst amongst gliptins beingness amongst sitagliptin (first gliptin inwards Republic of Republic of India from Merck). However, Glenmark lost its patent battle for sitagliptin against Merck. Not to endure outdone, Glenmark bounced dorsum into the gliptin market, amongst the tertiary generation oral gliptin. Teneligliptin is a hot marketplace seat – because it has the most players, this is the exclusively gliptin which is non nether patent. The other patent protected gliptins: vildagliptin, saxagliptin, linagliptin too sitagliptin are non doing every bit dandy every bit teneligliptin. So the historic flow former adage, to a greater extent than the players, to a greater extent than the noise too marketplace seat expansion occurs! Hence, teneligliptin is the numero uno gliptin inwards India. (Ref. for data: Business Standard, dated, 20.11.16, page no. 2).
Marketing of a branded formulation containing teneligliptin (hypothetical example):
On the reason of inwards a higher house target molecule cognition i tin successfully exercise a messaging campaign. As is the works, build shout finalization, build shout font, CMYK too B/W color standardization, build logo or insignia concept too details, too build well signature melody (for digital too well messaging strategy)…are finalized amongst encephalon storming sessions too sorting out the available choices inwards co-ordination amongst the pattern team.
Background:
Brand name: Tenali
Brand positioning statement: Enhances incretins, decreases blood glucose
Brand target audience:
a) Type 2 diabetes patients (as monotherapy or add together on)
b) Endocrinologists, Consulting Physicians treating diabetes (diabetes specialists) too transcend GPs
Main build messaging tools too methods:
a) For MRs (field personnel): visual aid, move out behind literatures, reminder cards, stickers, oculus catching theme based sample cartons, electronic visual assistance page for exercise inwards tablet/mobile covert too brusque threescore minute video celluloid (mobile telephone too tablet compatible)
b) For medical journals: 1 page promotion material
(Other marketing parameters inwards price of number of target doctors, number of visits per month, courier marketing reminders, permission e-mail marketing, other forms of permission based digital too mobile telephone medium marketing, in-clinic activities, in-booth activities, in-pharmacy activities, CME activities too campaigns to endure worked out too; based on planned activities suitable collaterals similar move out behinds, patient information leaflets, die-cut literatures, reminder cards etc are also created)
Let us assume nosotros also build a elementary 1 page impress visual assistance re-create for the teneligliptin build to larn a hang of the messaging concept. There will, of course, endure to a greater extent than visual assistance pages highlighting safety, efficacy too utility of drug; however, hither is only a i visual assistance page sample:
State of fine art therapy for Type 2 diabetes patients
TENALI (Teneligliptin twenty mg tablets)
Enhances incretins, decreases blood glucose
Ø Dependably inhibits DPP4 enzyme to decrease degradation of endogenous incretins: GLP 1 too GIP
Ø Increases levels of GLP 1 too GIP to assist restore normoglycemia, past times reduced glucagon secretion too increased insulin release from pancreas
Ø Additionally offers vasoprotection from ‘high blood glucose’ induced oxidative stress
‘Teneligliptin (Tenali) has antioxidant properties, ameliorates oxidative stress…caused past times chronic exposure to high blood glucose past times blood endothelial cells’ Ref.: Endocrine. 2016 Aug 16.
Recommend STATE OF ART THERAPY IN T2DM
TENALI (Teneligliptin twenty mg tablets) (PACK SHOT)
Enhances incretins, decreases blood glucose
Detailing story: Dr., season’s greetings, (pause) presenting the nation of fine art therapy for Type 2 diabetes patients. Please direct to recommend Tenali, teneligliptin twenty mg tablets (pause) enhances incretins, decreases blood glucose.
Tenali dependably inhibits DPP4 enzyme to decrease degradation of endogenous incretins: GLP 1 too GIP
Tenali increases levels of GLP 1 too GIP to assist restore normoglycemia, past times reduced glucagon secretion too increased insulin release from pancreas
Tenali additionally offers vasoprotection from high blood glucose induced oxidative stress, every bit per this reference, Tenali Teneligliptin has antioxidant properties, ameliorates oxidative stress…caused past times chronic exposure to high blood glucose past times blood endothelial cells.
Recommend nation of fine art therapy inwards type 2 diabetes mellitus, Tenali, teneliglipin twenty mg tablets, enhances incretins, decreases blood glucose.
Above is the NUB OF THE MATTER APPROACH to agreement a drug from target molecule angle, too consequently developing a marketing messaging approach. Please scroll to read below posts, too also recommend this weblog to your acquaintances! Click on older posts to move along reading.