Rabicip & I.V.
Rabicip & I.V.
Rabicip & I.V.
Life care
Medico-marketing module
Cipla
Life care
Recognition
Loved
Rabicip Success
Priority
10% Cont.
Cipla
Life care
Market scenario
Brand USP
Heartburn 95%
Nausea Feeling of abnormal Lifetime
slow digestion
60-70%
Stomach discomfort ARD Abdominal Month
pain bloating.
Fire…Burning…Pain
Lets understand
Acid Related Disorders
Cipla
Life care
Duodenitis
The Medicines
Antacids
Prostaglandins e.g. Misoprostol
H2-receptor Antagonists
Cimetidine,Famotidine,Ranitidine
Who Treats
Typical gastro intestinal General practitioner or
symptoms.. Indigestion,Pain in the Gastroenterologists
abdomen, loss of appetite, gas,
abdominal distention etc
Opportunity Everywhere
Cipla
Life care
Molecular
USP
Cipla
Life care
NO
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Life care
Pharmacodynamic Differences
Activation
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Life care
Metabolism
• Genetic polymorphism
• Inter-patient variability
• Fast or slow metabolisers
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Life care
Unique Property
Molecular USP
Greter antisecretory effect over a 24hr period than any other PPI
Market
Cipla
Life care
Doctors’ prefer newer PPI’s (especially Pantoprazole &
Rabeprazole)
Constant ‘hammering’ I.e brand reminder is the need of
the hour
Cipla
Life care
The Market
Sponsorship Academic
Targets - Rabicip
Audience
− Gastros, Cons./Chest Phy, Gen. Surgeons, Ortho &
Top GPs
Molecules
− Pantoprazole,Omeprazole & other brands of
Rabeprazole
Indications
− GERD / Reflux Esophagitis
− Acid peptic disorders
− Drug induced gastritis
Cipla
Life care
Rabicip 20 (15’s) – Rs. 48.58
Rabicip 10 (15’s) - Rs. 34.13
Presentation
Sale pack: Strip of 15 tablets
Cipla
Life care
Name of my competitors.
Must communicate:
Reviews 27 of the top general and specialty
medical journals to keep clinicians up to date on
the most important research appearing in the
literaturer
Only Cipla is authorized to provide this
valuable (Rs. 700 / copy) journal to the doctor
Cipla
Life care
Must communicate:
Provides comprehensive information on a
single topic, hence highly respected
worldwide
Only Cipla is authorized to provide this
valuable (Rs. 4000 / copy) journal to the
doctor
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Life care
Lets Practice
Additional Support
Interesting & innovative literature (DMC, 4 pager…)
Gifts
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Life care
Brand
USP
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Life care
Brand USP
1.3 minutes
Our strong campaign on activation time
Product services
Revolutionize Hep B mgmt. (1st time in India- Lamivudine, Adefovir,
Lansoprazole, Hydrocortison foam)
In clinic
Situations
Cipla
Life care
Omeprazole Rabeprazole
Activation time is 2.8 mins. Just 1.3 mins.
Only 47% inhibition of proton pump 100% inhibition of proton pump in
in 5 mins. 5 mins.
Inadequate acid suppression over 24 Adequate & sustained acid
hrs. suppression
Anti-secretory effect is moderate Significantly higher
Only 32% patients got complete As high as 65% patient got
heartburn relief on day 1 complete heartburn relief on day 1
Cipla
Life care
Hospital Doctors
•All ICUs, ICCUs, SICUs and Intensivists
•All doctors attached to Gastroenterology, Surgery and
Medicine department
Trade Doctors
•Gastroenterologists
•General Surgeons / Gastro Surgeons
•Cons. Physicians
•All doctors attached to Polyclinics / Nursing Homes
Cipla
Life care
Price:
•Rabicip I.V. 20 mg- Rs 60.99
Presentation:
•Each 10 ml vial contains Rabeprazole
Sodium for Injection 20mg with 5ml of
sterile water for injection.
Cipla
Life care
Rabicip IV Pantoprazole IV
IV 20 mg 6 hourly in upper 80 mg stat followed by 8
gastrointestinal bleed , 20 mg OD mg/hr, i.e. 272 mg/day
– all other indications
Rabicip I.V
Similar efficacy why change ?
Talk about slow on set of action when blood in the
stomach, follow with genetic polymorphism.
Pantoprazole is better
Acknowledge individual opinion, give reference, request
to try your brand
Rate
Don’t encourage beyond the stipulated norm, seek
BM participation for entry
Cipla
Life care
Feature Benefits
Starts action in just 1.3 mins Fastest onset of action amongst all other PPIs
Sustained acid suppression over 24 hours Day & Night acid control
Not metabolised by CYP 450 enzyme system Least drug- drug interaction
Cipla
Life care
Shrikaulam 1504 12
Bhimabharan 1428 23
Sikar 1295 295
Tiruvalla 1140 22
Kolar 1051 74
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Life care
Believe in you
With will
you can
write the
future