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MARKET ASSESSMENTCASE STUDY :
HYPERTENSION
Presented By :Vartika Yadav BM 13
Tanvi Patil BM 18Gargi Indurkar BM 20
Pooja Jadhav BM- 21Shweta Bansal BM - 23
Presented To: Prof. Suhas Tambe
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Objective
To find out the potential patient poolof hypertension for a leadingpharmaceutical company in five
European Union countries.
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Overview :Introduction
Hypertension / HTN HighBlood Pressure or ArterialHypertension.
Chronic condition, blood pressure inarteries is elevated.
BP : classified by two measurements.
Systolic : Blood pressure within range of100-140 mmHg.
Diastolic : Blood pressure within range of
60-90 mmHg.
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Hypertension is also classified : Primary (essential)and Secondary hypertension.
Primary Hypertension : 90-95% cases , which meanshigh bp with no underlying medical cause.
Secondary Hypertension : 5-10% cases, caused by
other conditions that have an effect on kidneys,arteries, heart or endocrine system.
CLASSIFICATION
SYSTOLICPRESSURE
DIASTOLICPRESSURE
mmHg kPa mmHg kPa
Normal 90119 1215.9 6079 8.010.5
Prehypertension 120139 16.018.5 8089 10.711.9
Stage 1 140159 18.721.2 9099 12.013.2
Stage 2 160 21.3 100 13.3
Isolated systolichypertension
140 18.7
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Causes
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Symptoms
P
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Prevent on anManagement
Maintain normalbody weight .
Reduce dietary
sodium intake. Engage in regular
aerobic physical
activity such asbrisk walking.
Limit alcohol
consumption to no
Lifestylemodifications
Medications
Drug Combinations:viz,
calcium channelblockers anddiuretics, beta-blockers and
diuretics,
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Epidemiology
Source : JAMA. 2003;289(18):2363-2369. doi:10.1001/jama.289.18.2363
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Prevalence : Age
The prevalence in the age group 35 to 44 years was 14% in the North American countries and27% in Europe, increasing to 53% and 78%, respectively, among persons aged 65 to 74 years.
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Prevalence : Mortality
Source : JAMA. 2003;289(18):2363-2369. doi:10.1001/jama.289.18.2363
C lid t d ti t l d
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Consolidated patient pool andepidemiology of
hypertension(2011)Country Incidences Total
PopulationPatient pool
UK 41.7% 5,83,54,430 2,43,33,797
Spain 46.8% 3,94,78,150 1,84,75,774
Germany 55.3% 8,20,12,000 4,53,52,636
Italy 37.7% 5,68,62,800 2,14,37,275
France 29.7% 5,80,26,000 1,72,33,722
ConsolidatedPatient Pool
43.03%29,47,33,380
12,68,33,204
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Population vs. PatientPool
0
1
2
3
4
5
6
7
8
910
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MARKET ESTIMATION
The markets of the developing world are alteringmore radically than those of the developed worldHypertension (>1B patients by 2025)Diabetes (84m in 1995 to 228m in 2025 >70M in India
alone)
By the 2020 the global Pharmaceuticals marketwill be worth about $1.3 Trillion ($800Billion today)