Upload
manmohan-singh
View
131
Download
3
Embed Size (px)
DESCRIPTION
description allergy
Citation preview
LCZ COLD LAUNCH PLAN
With change of season incidence of common cold increases in children. Symptoms include cough, sore throat, runny nose, and
fever. An average child usually contact cold between six & twelve times in an year.
LCZ Cold contains Levocetrizine 2.5mg, Ambroxol 30mg, Phenylephrine 5mg & Paracetamol 250mg in each 5ml .LCZ Cold
is the most reliable & trusted combination since we already have same combination in our LCZ Plus.
We have enormous opportunity to establish the brand since competitor with same combination are literally non-existant (major
competitor is 1 Al Total-FDC, whose taste is very bitter) & it is the extension of our flagship brand LCZ, which can give
excellent mileage in terms of brand recall in Drs chamber.
LAUNCH PLAN Targeted Drs
GP/Physician & Paediatrics
Trade
Maximum 30GP/Phy & All Paediatrics
Hospital All Paediatrics
INPUTS
Sample Units
72 Bottles/month vs Target of minimum 3 Cases/month
(In Nov’12 sample consignment we are sending 144
Bottles for two months)
Launch Literatures
Trade- As per 30 GP/Phy & All Paediatrics
Hosp-As per all Paediatrics
(To be sent in Nov’12 sample consignment)
Laminated
Literatures
Trade-2 per Rep
Hosp-2 per Rep
(To be sent in Nov’12 sample consignment)
You would be getting TWO LAMINATED LCZ COLD LAUNCH LITERATURES TO KEEP WITH YOURSELF for
further detailing to Drs.
Sales Pack-60ml
Sample Pack-30ml
Dosage • 2-5 yrs -2.5ml twice daily
• 6-11 yrs-5 ml once daily
USP’s of LCZ Cold Suspension • LCZ Cold is a unique cough & cold preparation containing levocetirizine-non-sedative antihistamine along with
phenylephrine-a nasal decongestant, ambroxol-mucolytic and mucokinetic & paracetamol-time tested antipyretic &
analgesic
• LCZ Cold Suspension, containing levocetirizine, phenylephrine, ambroxol & paracetamol is available First Time in
India in a soothing Mentholated Flavour
• LCZ Cold is free from phenylpropanolamine which is banned in India due to risk of hemorrhagic stroke &
pseudoephdrine which is a CNS stimulant, & also causes palpitation & tachycardia
We are also sending LCZ Cold Training Manual along with detailing of LCZ Cold Launch Literature. Launch the product
only after practicing thorough detailing.
Allergen
Mast cell injured
Histamine
H1 Receptor
Allergy
LCZ COLD COMPOSITION Each 5ml contains
Levocetirizine Hydrochloride IP 2.5mg
Ambroxol Hydrochloride IP 30mg
Phenylephrine Hydrochloride IP 5mg
Paracetamol IP 250mg
In a Mentholated Flavoured Syrupy Base
Colour- Carmoisine Supra
Levocetirizine
• Levocetirizine is a third-generation non-sedative antihistamine, developed from the second-
generation antihistamine cetirizine
• Chemically, levocetirizine is the active enantiomer of cetirizine. It is the R-enantiomer of the
cetirizine racemate.
Ambroxol Ambroxol is a clinically proven systemically active mucolytic agent.. It is of Synthetic origin. Ambroxol is a
metabolite of of bromhexine
Phenylephrine Phenylephrine is a selective α1-adrenergic receptor agonist (The primary effect is on smooth muscle,
which it mainly constricts) used primarily as a decongestant Paracetamol
• Paracetamol has analgesic & antipyretic property & weak anti-inflammatory property
• Paracetamol is often the analgesic or antipyretic of choice especially in patients in whom salicylate
or other NSAID is contraindicated .Such patients include asthmatics or those with history of peptic
ulcer or children.
PHARMACOLOGY
PHARMACODYNAMICS
Levocetirizine
Levocetirizine, the (R) enantiomer of cetirizine, is a potent and selective antagonist of peripheral H1 –
receptors
(from mouth or nose enters the body)
Release
Levocetirizine ( binds to H1 receptor)
Ambroxol
Ambroxol is a surfactant acts as an anti-glue factor by reducing the adhesion of mucus to the bronchial
wall, in improving its transport and in providing protection against infection and irritating agents
Phenylephrine
Phenylephrine is a selective α1-adrenergic receptor agonist used primarily as a decongestant that shrinks
blood vessels in the nasal passages. Dilated blood vessels can cause nasal congestion (stuffy nose).
Paracetamol
The main mechanism proposed is the inhibition of Cyclo-oxygenase (COX), and recent findings suggest
that it is highly selective for COX-2. Because of its selectivity for COX-2 it does not significantly inhibit
the production of the pro-clotting thromboxanes
PHARMACOKINETICS
LEVOCETIRIZINE
The pharmacokinetics of levocetirizine are linear with dose and time independent with low inter-subject
variability.
� Absorption Levocetirizine is rapidly and extensively absorbed following oral administration. Peak plasma
concentrations are achieved in 0.9 h after dosing. Steady state is achieved after two days. The
extent of absorption is dose-independent and is not altered by food, but the peak concentration is
reduced and delayed.
� Distribution
No tissue distribution data are available in humans. Levocetirizine is 90% bound to plasma
proteins. The distribution of levocetirizine is restrictive, as the volume of distribution is 0.4l/kg.
� Metabolism The extent of metabolism of levocetirizine in humans is less than 14% of the dose and therefore
differences resulting from genetic polymorphism or concomitant intake of enzyme inhibitors are
expected to be negligible. Due to its low metabolism and absence of metabolic inhibition potential,
the interaction of levocetirizine with other substances, or vice-versa, is unlikely. The plasma half-
life in adults is 7.9 + 1.9 hours.
� Excretion The major route of excretion of levocetirizine and metabolites is via urine, accounting for a mean
of
85.4% of the dose. Excretion via faeces accounts for only 12.9% of the dose.
AMBROXOL
Absorption When administered orally onset of action occurs after about 30 minutes. The breakdown of acid
mucopolysaccharide fibers makes the sputum thinner and less viscous and therefore more easily removed
by coughing
Excretion
Cleared rapidly from the plasma mainly by hepatic metabolism. Half-life: 4-5 minutes (initial); about 40
minutes (terminal).
PHENYLEPHRINE Oral phenylephrine has low oral bioavailability owing to irregular absorption & first pass metabolism by
monoamine oxidase an enzyme in gut & liver
PARACETAMOL
Absorption
Readily absorbed from GI tract with peak plasma concentration occurring 10-60 minutes after oral
administration.
Distribution
• It crosses most body tissues.
• It crosses placenta & is present in breast milk
• Plasma protein binding is negligible at usual therapeutic dose but increases with increasing doses
• The elimination half life is 1-3 hrs
Metabolism Metabolized primarily in liver.
Excretion It is excreted by liver & kidney
DOSE
2-5 yrs age-2.5ml twice daily
6-11 yr-5 ml once daily
INDICATION
• Nasal Congestion
• Common Cold
• Rhinorrhoea
• Fever with common cold
• Allergic Cough
USP’s
• LCZ Cold is a unique cough & cold preparation containing levocetirizine-non-sedative
antihistamine along with phenylephrine-a nasal decongestant, ambroxol- mucolytic and
mucokinetic & paracetamol-time tested antipyretic & analgesic
• LCZ Cold Suspension, containing levocetirizine, phenylephrine, ambroxol & paracetamol is
available First Time in India in a soothing Mentholated Flavour
• LCZ Cold is free from phenylpropanolamine which is banned in India due to risk of hemorrhagic
stroke & pseudoephdrine which is a CNS stimulant, & also causes palpitation & tachycardia
STORAGE Store in a cool & dry place.
PRESENTATION
Available in bottle of 60ml
LAUNCH PLAN
LCZ Cold The Non-Sedative Cold and Cough Remedy
Packing Sale Pack-60ml
Sample Pack-30ml
Focused Target Drs
Trade- All Paed & 30 Drs from GP/Phy
Hosp- All Paed
Launch Lit
Trade-As per All Paed & max 30 GP/Phy
Hosp –As per all Paed
Two laminated launch literature of LCZ Cold to keep with yourself for further detailing.
Objective of one rep-3 Cases/month
Sample planned per month-72 bottles/rep
Detailing of LCZ Cold Launch Literature
Page1
Dr. as change of season is associated with Cold and Cough, choose the most dependable solution in Cold
and cough.
Page 2 & 3
Introducing LCZ-Cold Suspension, for Complete Relief from Common Cold. Doctor LCZ-Cold
suspension is the most reliable and Trusted Combination containing Levocetirizine 2.5mg, a Potent
Antihistamine which is non sedative and relieves sneezing, watery eyes and running nose, Ambroxol 30
mg a mucolytic and mucokinetic, that breaks down the mucous and thereby improves mucociliary
clearance, Phenylephrine 5 mg a nasal decongestant that effectively relieves the blocked nose and ensures
ease in breathing & Paracetamol 250 mg a time tested and trusted analgesic that brings down fever quickly
and relieves body pain.
Page4
Dr. In Common cold, Flu & Cough prescribe LCZ-Cold Suspension containing Levocetirizine 2.5mg,
Ambroxol 30 mg, Phenylephrine 5 mg and Paracetamol 250 mg/ 5ml suspension for Complete relief from
Common Cold.
Dr. LCZ-Cold Suspension is effective in Allergic Cough, Nasal Congestion, Rhinorrhoea and Fever with
Common cold.
Dr. LCZ-Cold comes in soothing mentholated flavor for enhancing palatability and dosage of LCZ-Cold
suspension in children 6-11 yrs is 5 ml once daily and in children 2-5 yrs is 2.5 ml twice daily.
Dr. Please prescribe LCZ-Cold Suspension, The Non-sedative Cold and Cough Remedy.