Sangeeta Uy

7/30/2019 Sangeeta Uy

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CHAPTER 1

INTRODUCTION

Objective:

The objective to introduce Eliqui-DX (Apixaban)for better and effective

treatment of clotting of blood.

Apixaban:

Apixaban (trade name Eliqui) is an anticoagulant for the prevention of

venous thromboembolism and venousthramboembolic events. It is a direct

factorXainihibitor.Apixaban has been available in Europe since May 2011 and

was approved for preventing venous thromboembolism after elective hip or knee

replacement. The FDA approved apixaban in December 2012 with an indication

of reducing the risk of stroke and dangerous blood clots (systemic embolism) in

patients with atrial fibrillation that is not caused by a heart valve problem.

Apixaban:

Systematic (IUPAC) name

1-(4-methoxyphenyl)-7-oxo-6-[4-(2-oxopiperidin-1-
http://en.wikipedia.org/wiki/File:Apixaban.svg


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Chemical data

Formula C25H25N5O4

Mol. Mass 459.497 g/mol

Pharmacokinetic data

Bioavailability ca. 50%

Half-life 914 h

Excretion 75% biliary, 25%renally

Mechanism of Action:

Apixaban is an oral, reversible, and selective active site inhibitor of FXa. It

does not require anti thrombin III for antithrombotic activity. Apixaban inhibits

free and clot-bound FXa, and prothrombinase activity. Apixaban has no direct

effect on platelet aggregation, but indirectly inhibits platelet aggregation induced

by thrombin. By inhibiting FXa, apixaban decreases thrombin generation and

thrombus development.

Pharmacodynamics:

As a result of FXa inhibition, apixaban prolongs clotting tests such as

prothrombin time (PT), INR, and activated partial thromboplastic time (aPTT).

Changes observed in these clotting tests at the expected therapeutic dose,

yl)phenyl]-4,5-dihydropyrazolo[5,4-c]pyridine-3-

carboxamide
http://en.wikipedia.org/wiki/Carbonhttp://en.wikipedia.org/wiki/Carbonhttp://en.wikipedia.org/wiki/Hydrogenhttp://en.wikipedia.org/wiki/Hydrogenhttp://en.wikipedia.org/wiki/Hydrogenhttp://en.wikipedia.org/wiki/Nitrogenhttp://en.wikipedia.org/wiki/Nitrogenhttp://en.wikipedia.org/wiki/Oxygenhttp://en.wikipedia.org/wiki/Oxygenhttp://en.wikipedia.org/wiki/Oxygenhttp://en.wikipedia.org/wiki/Oxygenhttp://en.wikipedia.org/wiki/Nitrogenhttp://en.wikipedia.org/wiki/Hydrogenhttp://en.wikipedia.org/wiki/Carbon


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however, are small, subject to a high degree of variability, and not useful in

monitoring the anticoagulation effect of apixaban.

The RotachromHeparin chromogenic assay was used to measure the effect of

apixaban on FXa activity in humans during the apixaban development program.


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CHAPTER 2


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CHAPTER 2

MARKETING STRATEGY

Marketing strategy is a process that can allow an

organization to concentrate its resources on the optimal

opportunities with the goals of increasing sales and achieving a

sustainable competitive advantage.

Competitive advantages:

Marketing strategy includes all basic and long-term activities in the field of

marketing that deal with the analysis of the strategic initial situation of a company

and the formulation, evaluation and selection of market-oriented strategies and

therefore contributes to the goals of the company and its marketing objectives.
http://en.wikipedia.org/wiki/Competitive_advantagehttp://en.wikipedia.org/wiki/Competitive_advantage


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Developing a marketing strategy

Marketing strategies serve as the fundamental underpinning ofmarketing

plans designed to fill market needs and reach marketing objectives. Plans and

objectives are generally tested for measurable results. Commonly, marketing

strategies are developed as multi-year plans, with a tactical plan detailing specific

actions to be accomplished in the current year. Time horizons covered by the

marketing plan vary by company, by industry, and by nation, however, time

horizons are becoming shorter as the speed of change in the environment

increases.

Marketing strategies are dynamic and interactive. They are partially planned and

partially unplanned. Marketing strategy needs to take a long term view, and tools

such as customer lifetime value models can be very powerful in helping to

simulate the effects of strategy on acquisition, revenue per customer and churn

rate.

Marketing strategy involves careful scanning of the internal and external

environments.

Internal environmental factors include the marketing mix and marketing mix

modeling, plus performance analysis and strategic constraints. External

environmental factors include customer analysis, competitor analysis, target

market analysis, as well as evaluation of any elements of the technological,

economic, cultural or political/legal environment likely to impact success.

A key component of marketing strategy is often to keep marketing in line with a

company's overarchingmission statement.

Once a thorough environmental scan is complete, a strategic plan can be

constructed to identify business alternatives, establish challenging goals,

determine the optimal marketing mix to attain these goals, and detail

implementation. A final step in developing a marketing strategy is to create a plan
http://en.wikipedia.org/wiki/Marketing_planhttp://en.wikipedia.org/wiki/Marketing_planhttp://en.wikipedia.org/wiki/Marketing_planhttp://en.wikipedia.org/wiki/Marketing_planhttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Marketing_planhttp://en.wikipedia.org/wiki/Marketing_planhttp://en.wikipedia.org/wiki/Customer_lifetime_valuehttp://en.wikipedia.org/wiki/Customer_lifetime_valuehttp://en.wikipedia.org/wiki/Churn_ratehttp://en.wikipedia.org/wiki/Churn_ratehttp://en.wikipedia.org/wiki/Churn_ratehttp://en.wikipedia.org/wiki/Marketing_mix_modelinghttp://en.wikipedia.org/wiki/Marketing_mix_modelinghttp://en.wikipedia.org/wiki/Marketing_mix_modelinghttp://en.wikipedia.org/wiki/Competitor_analysishttp://en.wikipedia.org/wiki/Competitor_analysishttp://en.wikipedia.org/wiki/Target_markethttp://en.wikipedia.org/wiki/Target_markethttp://en.wikipedia.org/wiki/Target_markethttp://en.wikipedia.org/wiki/Mission_statementhttp://en.wikipedia.org/wiki/Mission_statementhttp://en.wikipedia.org/wiki/Mission_statementhttp://en.wikipedia.org/wiki/Strategic_planninghttp://en.wikipedia.org/wiki/Strategic_planninghttp://en.wikipedia.org/wiki/Strategic_planninghttp://en.wikipedia.org/wiki/Mission_statementhttp://en.wikipedia.org/wiki/Target_markethttp://en.wikipedia.org/wiki/Target_markethttp://en.wikipedia.org/wiki/Competitor_analysishttp://en.wikipedia.org/wiki/Marketing_mix_modelinghttp://en.wikipedia.org/wiki/Marketing_mix_modelinghttp://en.wikipedia.org/wiki/Churn_ratehttp://en.wikipedia.org/wiki/Churn_ratehttp://en.wikipedia.org/wiki/Customer_lifetime_valuehttp://en.wikipedia.org/wiki/Marketing_planhttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Marketing_planhttp://en.wikipedia.org/wiki/Marketing_plan


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to monitor progress and a set of contingencies if problems arise in the

implementation of the plan.

Marketing Mix Modeling is often used to help determine the optimal marketing

budget and how to allocate across the marketing mix to achieve these strategic

goals. Moreover, such models can help allocate spend across a portfolio of brands

and manage brands to create value.

Types of strategies

Marketing strategies may differ depending on the unique situation of the

individual business. However there are a number of ways of categorizing some

generic strategies. A brief description of the most common categorizing schemes

is presented below:

Strategies based on market dominance - In this scheme, firms are classified

based on their market share or dominance of an industry. Typically there are four

types of market dominance strategies:

Leader Challenger Follower Nicher

TYPES OF MARKETING:

Online marketing

Direct marketing

Newspaper marketing

Radio marketing

Television marketing
http://en.wikipedia.org/wiki/Marketing_Mix_Modelinghttp://en.wikipedia.org/wiki/Marketing_Mix_Modelinghttp://en.wikipedia.org/wiki/Market_dominancehttp://en.wikipedia.org/wiki/Market_dominancehttp://en.wikipedia.org/wiki/Market_dominancehttp://en.wikipedia.org/wiki/Marketing_Mix_Modeling


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Marketing is the process of communicating the value of a product or service to

customers. Marketing might sometimes be interpreted as the art of selling

products, but sales is only one part of marketing. As the term "Marketing" may

replace "Advertising" it is the overall strategy and function of promoting a product

or service to the customer.

Importance of Marketing:

The heart of your business success lies in its marketing. Most aspects of

your business depend on successful marketing. The overall marketing umbrella

covers advertising, public relations,promotions.It is the process of introducing and

promoting the product or service into the market and encourages sales from the

buying public. Sales refer to the act of buying e actual transaction of customers

purchasing the product or service.

Marketing generates awareness. Word-of-mouth advertising can be extremelyimportant when developing a publicity campaign. Recent surveys suggest that 90

percent of consumers trust word-of-mouth suggestions.

88 percent of people are likely to pass information about services and products tofriends, and 87 percent will pass information to family. These numbers speak to

the effectiveness of word-of-mouth campaigns. When people believe in a product

or service they will promote and support that product or service.

Marketing a service through radio and television allows consumers to visualizescenarios which seem more real and applicable to their lives.

Marketing creates brand awareness. If marketed effectively, 1-800-FIRE-LINEcan become synonymous with volunteering in the emergency services. Marketing

will also increase awareness of your organization, and departments will realize

your organizations commitment to retention and recruitment efforts in your state.


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Marketing Helps Boost Product Sales

Apart from public awareness about a companys products and services,

marketing helps boost sales and revenue growth. Whatever your business is

selling, it will generate sales once the public learns about your product through

TV advertisements, radio commercials, newspaper ads, online ads, and other

forms of marketing. The more people hear and see more of your advertisements,

the more they will be interested to buy.If your company aims to increase the sales

percentage and double the production, the marketing department must be able to

come up with effective and strategic marketing plans.

Marketing Builds Company Reputation:

In order to conquer the general market, marketers aim to create a brand

name recognition or product recall. This is a technique for the consumers to

easily associate the brand name with the images, logo, or caption that they hear

and see in the advertisements.

For example, McDonalds is known for its arch design which attracts people and

identifies the image as McDonalds. For some companies, building a reputation to

the public may take time but there are those who easily attract the people. With an

established name in the industry, a business continues to grow and expand

because more and more customers will purchase the products or take advantage of

the services from a reputable company.

Marketing plays a very essential role in the success of a company. It educates

people on the latest market trends, helps boost a companys sales and profit, anddevelops company reputation. But marketers must be creative and wise enough to

promote their products with the proper marketing tactics. Although marketing is

important, if it is not conducted and researched well, the company might just be

wasting on expenses and time on a failed marketing approach.


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Advantages of Marketing:

identifies needs and wants of consumers determines demand for product aids in design of products that fulfill consumers needs outlines measures for generating the cash for daily operation, to repay debts and to

turn a profit.

identifies competitors and analyzes your product's or firm's competitive advantage identifies new product areas identifies new and/or potential customers

Marketing Disadvantages:

identifies weaknesses in your business skills leads to faulty marketing decisions based on improperly analyzed data creates unrealistic financial projections if information is interpreted incorrectly identifies weaknesses in your overall business plan


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LABEL OF ELIQUI-DX

Eliqui-DX

2.5 mg

Each film coated tablet contain Mfd.-Apr.2013 Exp.-May2014

Apixaban 2.5mg Bt.no-236XZ54

MRP.20.00only

Store at room temperature and Mfg.by

Life care Labs ltd.

Protect from light Lucknow (U.P.) INDIA

Warning: To be sold by retail on the

prescription of a Registered Medical

Practitioner onl .


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PACKAGING


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CHAPTER 3


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CHAPTER 3

PROMOTIONAL STRATEGIES OF ELIQUI-DX:

Steps of Promotion:

1. Indentification of target market

Company has targeted hospitals.

2. Fax detailing

Detail information of product is faxed to doctors.

3. Making contact local TV and radio stations and offer to be

interviewed

An interview of Dr. Abc broadcasted on local TV channel and radio stations for

the promotion of Eliqui-DX.

4.Publication of a newsletter

Newsletter published consisting information about prevention and treatment of

Clotting of blood cause by different agents indirectly promotes the drug.

5. Advertisement

It is also effective means of promotion.

Advertisement in journals. Advertisement in scientific magazines

6. SamplingProvide free trial of product. Free samples are provided to doctors and in

hospitals.

7. Personal selling

Sales representative persuade the physicians to prescribe our medicine Eliqui-DX.


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8. E-detailing

E-detailing to healthcare professionals are very effective as part of an overall

multi-channel marketing campaign. Because healthcare providers have opted-in messages

are well received. In addition the e- detailing channel provides the following benefits:

Ease of Use

Speed and Reach

Flexibility

Fast turn-around times

Customization and vivid use of logos and graphics

Detailed Tracking of Open Rates and Actions Taken

Quick Reply and Follow-Up

9. Tele-detailing

Tele-detailing on its own will work for some physicians, but not all physicians.

The same can be said for face-to-face meetings and other forms of communication. The

best approach for optimal reach and frequency is to develop a communication strategy

that leverages the key benefits of each channel. Healthcare providers have preferences for

how they receive pharmaceutical promotional messages. Some prefer phone calls, while

others prefer a sales representative, and still others prefer an email or fax.


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Patient Information Leaflet:

Read all of this leaflet carefully before

you start taking this medicine.

-Keep this leaflet. You may need to read

it again.

-If you have any further questions, ask

your doctor or pharmacist.

-This medicine has been prescribed for

you. Do not pass it on to others. It may

harm them, even

If their symptoms are the same as yours.

-If any of the side effects gets serious, or

if you notice any side effects not listed in

this leaflet, please tell your doctor or

pharmacist.

In this leaflet:

1. What ELIQUIS is and what it is used

for?

2. Before you take ELIQUI-DX

3. How to take ELIQUI-DX?

4. Possible side effects

5.How to store ELIQUI-DX

6. Further information

1.WHAT ELIQUI-DX IS AND WHAT

IT IS USED FOR

ELIQUI-DX contains the activesubstance apixaban and belongs to a

group of medicines called

anticoagulants. This medicine helps to

prevent blood clots from forming by

blocking Factor Xa, which is an

important component of blood clotting.

After an operation to the hip or knee you

may be at a higher risk of developing

blood clots in your leg veins. This can

cause the legs to swell, with or without

pain. If a blood clot travels from your legto your lungs, it can block blood flow

causing breathlessness, with or without

chest pain. This condition (pulmonary

embolism) can be life-threatening and

requires immediate medical

attention.ELIQUIS is specifically used in

adults to help prevent blood clots from

forming after hip or knee replacement

operations.

2.BEFORE YOU TAKE ELIQUI-DX

Do not take ELIQUI-DX if:

-you are allergic

(hypersensitive) to apixaban or any of

the other ingredients of ELIQUI-DX

-you are bleeding excessively

-you have a liver disease

which leads to increased risk of bleeding

(hepatic coagulopathy)

Take special care with ELIQUI-DX:

Tell your doctor before you take this

medicine if you have any of the

following:

- an increased risk of bleeding , such as:

bleeding disorders, including conditions

resulting in reduced platelet activity an

active or a recent ulcer of your stomach

or bowel, infection of the heart

(bacterial endocarditis) recent bleeding

in your brain (haemorrhagic stroke).

very high blood pressure, not controlled

by medical treatment, a recent operation

on your brain, spinal column or eye- a severe kidney disease or if you are on

dialysis.

- a liver problem or a history of liver

problems.

Your doctor will perform a test on your

liver function before you take ELIQUI-

DX and it will be used

with caution in patients with signs of

altered liver function.- had a tube

(catheter) or an injection into your spinal

column (for anaesthesia or painreduction),your doctor will tell you to

take ELIQUI-DX 5 hours or more after

catheter removal. Children and

adolescentsELIQUI-Dx is not

recommended in children and

adolescents under 18 years of age.

Taking other medicines

Please tell your doctor or pharmacist if

you are taking or have recently taken any

other Medicines, including medicines

obtained without a prescription.

Some medicines may increase the effects

of ELIQUI-DX and some may decrease

its effects. Your doctor will decide, if

you should be treated with ELIQUI-DX

when taking these medicines and how

closely you should be monitored.

The following medicines may increase

the effects of ELIQUI-DX and increase

the chance for unwanted

bleeding.

- some medicines for fungal infections

(ketoconazole, etc.)

- some antiviral medicines for HIV /

AIDS (e.g. ritonavir)

- other medicines that are used to reduce

blood clotting (e.g. enoxaparin, etc.)

-anti-inflammatory or pain medicines

(e.g. aspirin or naproxen)

-medicines for high blood pressure or

heart problems (e.g. diltiazem).

The following medicines may reduce theability of ELIQUI-DX to help prevent

blood clots from forming.

-medicines to prevent epilepsy or

seizures (e.g. phenytoin, etc.)

-St Johns Wort (a herbal supplement

used for depression

-medicines to treat tuberculosis

Or other infections (e.g. rifampicin)

Taking ELIQUI-DX with food and drink

ELIQUI-DX can be taken with or

without food.Pregnancy and breast-feeding:Ask your doctor or pharmacist

for advice before taking any medicine.

The effects of ELIQUI-DX on

pregnancy and the unborn child are not

known. You should not take ELIQUI-

DX if you are pregnant.


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Contact your doctor immediately if you

become pregnant while aking ELIQUI-

DX. It is not known if ELIQUI-DX

passes into human breast milk. Ask your

doctor or pharmacist for advice before

taking this medicine while breast-

feeding. They will advise you to either

stop breast-feeding or to stop/not start

taking ELIQUI-DX.

Driving and using machines

ELIQUI-DX has not been shown to

impair your ability to drive or use

machines.

Important information about some of the

ingredients of ELIQUI-DX

The tablet contains lactose (a type of

sugar). If you have been told by your

doctor that you have an intolerance to

some sugars, contact your doctor before

taking this medicine.

3. HOW TO TAKE ELIQUI-DX

Always take ELIQUI-DX exactly as

your doctor has told you. You should

check with your doctor or pharmacist if

you are not sure.

Dose:

The usual dose is one tablet twice a day,

for example, one in the morning and one

in the evening.

Try to take the tablets at the same times

every day to help you to remember to

take them. You should take the first

tablet 12 to 24 hours after your

operation. Swallow the tablet with a

drink of water.

You should take one tablet twice a day,

every day, for as long as your doctor

tells you to take this

prescription. Duration of treatment if

you have had a major Hip operation

you will usually take the tablets for 32

to38 days.

If you have had a major knee operation

you will usually take the tablets for 10 to

14 days.

If you take more ELIQUI-DX than you

should: Tell your doctor immediately if

you have taken more than the prescribed

dose of ELIQUI-DX. Take the

medicine pack with you, even if there are

no tablets left. If you take more ELIQUI-

DX than recommended, you may have

an increased risk of bleeding. Ifbleeding

occurs, surgery or blood transfusions

may be required. If you forget to take

ELIQUI-DX

Take the tablet as soon as you

remember and:

take the next tablet of ELIQUI-DX at

the usual time

then continue as normal.

If you are not sure what to do or have

missed more than one dose,

ask your doctor or pharmacist.

If you stop taking ELIQUI-DX .Do not

stop taking ELIQUI-DX with out

talking to your doctorfirst, because the

risk of developing a

blood clot could be higher if you stop

treatment too early.

If you have any further questions on the

use of this medicine, ask your doctor or

pharmacist.

4. POSSIBLE SIDE EFFECTS

Like all medicines, ELIQUI-DX can

cause side effects, although not

everybody gets them.

ELIQUI-DX may cause bleedings which

may potentially be life threatening.

Thebleedings may not be obvious and

could possibly lead to anaemia, (a low

blood cell count which may cause

tiredness or paleness).

Frequencies are defined as follows:

-very common: affects more than 1 user

in 10 -common: affects 1 to 10 users in

100

-uncommon: affects 1 to 10 users in

1,000

-rare: affects 1 to 10 users in 10,000

- very rare: affects less than 1 user in

10,000

Common side effects:

- Anaemia which may cause tiredness or

paleness - Bleeding including:

- blood in the urine (that stains the urine

pink or red) - bruising and swelling

- vaginal bleeding

- Nausea (feeling sick)

Uncommon side effects:

- Reduced number of platelets in your

blood (which can affect clotting)

- Bleeding including:

- bleeding occurring after your operation

including bruising and swelling, blood or

liquid leaking from the surgical

wound/incision (wound secretion)

- bleeding in your stomach, bowel

or blood in the stools

- blood found in the urine on laboratory

testing ,- bleeding from your nose.

- Low blood pressure which may make

you feel faint or have a quickened

heartbeat.

.

Manufactured by Life care Pvt ltd,

Lucknow and also Contact

no.8957913050.


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Visual aid

Film coated tablet of Apixaban

Life care labs ltd.

Lucknow (U.P.) INDIA

INDICATIONS It contains apixaban which prevents blood

coagulation.

Do not take Eliqui-DX if have bleeding disorders.

In various thramboembolic events.


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Apixaban is an oral, reversible, and selective

active site inhibitor of FXa. It does not

require antithrombin III for antithrombotic

activity. Apixaban inhibits free and clot-

bound FXa, and prothrombinase activity.

Apixaban has no direct effect on plateletaggregation, but indirectly inhibits platelet

aggregation induced by thrombin. By

inhibiting FXa, apixaban decreases thrombin

generation and thrombus development


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CHAPTER 4


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CHAPTR 4

CONCLUSION

Product promotion strategy of Eliqui-DX:

E-detailing of ELIQUI-DX provides all information regarding the drug so that physicianconsiders ELIQUI-DX for prescription for patients that leads to increase of sales of

ELIQUI-DX.

Visual aids of ELIQUI-DX is used to illustrate benefits of drug and superiority over otherbrands so that the prescriber will influenced by visual aids of ELIQUI-DX and will start

prescribing the ELIQUI-DX that will increase the sales of ELIQUI-DX.

Advertisement in journals and scientific magazines influences the physicians that willlead to increase sales of ELIQUI-DX.Personal selling through medical representative, he

describes all features of ELIQUI-DX and convince the doctors to prescribe so that sales

of ELIQUI-DX will increase.

May be because of reminders, such as calender and paper weight which are given toprescriber to remind ELIQUI-DX for prescription so the sales of ELIQUI-DX will

increase.

Free samples may increase the sales of product by providing free trial of product.Sponsoring a seminar among doctors regarding the efficacy and use of ELIQUI-DX. That

will influence prescribing habit of doctors, promoting the sales of ELIQUI-DX.

These promotional strategies may be adopted by company for boosting the sales of

ELIQUI-DX.


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BIBLIOGRAPHY

Hardman, J.G. ; Gilman, A.G. , Goodman& Gilmans The Pharmacological Basisof Theraputics ; 10

th

Ed.; McGraw Hill Medicinal Publishing House, New Delhi;2001; Page no. 1019-1056

Kotler, P.; Keller, K.L.; & Koshy, A. , Marketing Management ; 12 th Ed ;Pearson Prentice Hall ; 2007 ; Page no. 521-540

Smith, M.C., Principals of Pharmaceutical Marketing ; 3rd Ed; CBS Publishers &Distribution, New Delhi; 2002; Page no. 272-300.

http:// www.Wikipedia. Com./103.24/ Eliquis http:// www.Medindia.net/brandname/price/ELIQUIS.

Documents

Sangeeta Uy