Questions & Answers1. What is your idea about KOL & CLR?Ans:

KOL is the abbreviation form of Key Opinion Leader, which means potential physicians in case of pharmaceutical marketing.CLR is the abbreviation form of Clinical Laboratory Reference.

2. As a brand executive, what will be the market plan of Rupatadine as an antihistamine?

Ans:

Executive Summary:Rupatadine is a second-generation antihistamine. It’s market size in Bangladesh is about 13.08 crore with a growth of 41% according to IMS-3RDQtr-13.Rupatadine fumarate has been approved for the treatment of allergic rhinitis and chronic urticaria in adults and children over 12 years. The defined daily dose is 10 mg orally.Opportunities/Issue Analysis - SWOT Analysis:

Strength Weakness Opportunity: Threat:

Objectives:Establish as a potential antihistamine brand in pharma market as well as a top value earning brand for our company Marketing Strategy:

Product: Rupatadine Price: Pack size (Box) 10x3=30 tablets; MRP=330.00 taka; 10 taka/tablet Place: Potential doctors such as ENT Specialist, GPs, PCs Promotion: Sample, PPM, Gift, Special promotion, Day celebration

Special Promotion/Campain: World Allergic Week 2014 (7th-13th April-2014)

Sales Forecast: (Box/Month)Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec5000

4000

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5000

Prescription Target:Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec2 5 5 10 10 10 8 8 8 8 8 8

Promotional Plan:ITM Jan Feb Mar Apr Ma

yJun Jul Aug Sep Oct Nov De

cSamp

lePPMGift

3. Write comparative brand positioning of proton pump inhibitor?An Omeprazole

s: EsomeprazolePantoprazoleLansoprazoleRabeprazole Na

Two significant differences were found in the proton pump inhibitors compared. In gastro-oesophageal reflux disease, esomeprazole 40 mg was superior to omeprazole 20 mg (relative risk, 1.18; 95% confidence interval, 1.14-1.23). In peptic ulcer disease, pantoprazole 40 mg was superior to omeprazole 20 mg (relative risk, 1.07; 95% confidence interval, 1.02-1.13). In Helicobacter pylori eradication, no significant differences were found.

For duodenal ulcers, all newer PPIs have been compared to omeprazole and appear to be similar in relieving symptoms and healing.

For gastric ulcers, only rabeprazole (10 mg and 20 mg) has been compared to omeprazole (20 mg). No significant differences were found; only that symptom relief was slightly better with the higher dose of rabeprazole.

For ulcers caused by H. pylori, all the PPIs share similar rates of eradicating this bacterium.

Less evidence is available for ulcers caused by NSAIDs. In relieving symptoms and healing, omeprazole and lansoprazole appear to share similar rates with ranitidine (a histamine antagonist). For prevention in patients regularly taking NSAIDs, no differences were found between pantoprazole (20 mg, 40 mg) and omeprazole (20 mg). [full review]

One study found that older adults with erosive esophagitis responded better to pantoprazole 40 mg or rabeprazole 20 mg (improved healing rate at 8 weeks) compared to omeprazole 20 mg. [full review]

4. Write comparative brand positioning of angiotensin receptor blocker?Ans:

Pressor inhibitionPressor inhibition at trough level - this relates to the degree of blockade or inhibition of the blood pressure-raising ("pressor") effect of angiotensin II. However, pressor inhibition is not a measure of blood pressure-lowering (BP) efficacy per se. The rates as listed in the US FDA Package Inserts (PIs) for inhibition of this effect at the 24th hour for the ARBs are as follows: (all doses listed in PI are included)Valsartan 80 mg 30%Telmisartan 80 mg 40%Losartan 100 mg 25–40%Irbesartan 150 mg 40%Irbesartan 300 mg 60%Azilsartan 32 mg 60%Olmesartan 20 mg 61%Olmesartan 40 mg 74%AT1 affinity[edit]AT1 affinity vs AT2 is not a meaningful efficacy measurement of BP response. The specific AT1 affinity relates to how specifically attracted the medicine is for the

correct receptor, the US FDA PI rates for AT1 affinity are as follows:Losartan 1000-foldTelmisartan 3000-fold*Irbesartan 8500-foldAzilsartan greater than 10000-foldOlmesartan 12500-foldValsartan 20000-foldBiological half-life[edit]The third area needed to complete the overall efficacy picture of an ARB is its biological half-life. The half-lives from the US FDA PIs are as follows:Valsartan 6 hoursLosartan 6–9 hoursAzilsartan 11 hoursIrbesartan 11–15 hoursOlmesartan 13 hoursTelmisartan 24 hours