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-

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

Chemical data
Formula Mol. Mass C25H25N5O4 459.497 g/mol

Pharmacokinetic data Bioavailability Half-life Excretion ca. 50% 914 h 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,

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.

CHAPTER 2

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.

Developing a marketing strategy

Marketing strategies serve as the fundamental underpinning of marketing 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 overarching mission 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

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

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 extremely important 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 to friends, 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 visualize scenarios which seem more real and applicable to their lives.

Marketing creates brand awareness. If marketed effectively, 1-800-FIRE-LINE can 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.

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, and develops 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.

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
Warning: To be sold by retail on the prescription of a Registered Medical Practitioner only.

Each film coated tablet contain Apixaban 2.5mg

Mfd.-Apr.2013 Exp.-May2014 Bt.no-236XZ54

MRP.20.00only Store at room temperature and Protect from light Mfg.by Life care Labs ltd. Lucknow (U.P.) INDIA

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PACKAGING

12

CHAPTER 3

13

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. Sampling
Provide 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 active 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 ELIQUIDX 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 pain 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 the ability of ELIQUI-DX to help prevent blood clots from forming. -medicines to prevent epilepsy or

substance 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

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-

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 leg to 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

reduction),your doctor will tell you to take ELIQUI-DX 5 hours or more after catheter removal. Children is children and not and

feeding:Ask your doctor or pharmacist for advice before taking any medicine. The effects of ELIQUI-DX on

adolescentsELIQUI-Dx recommended in

pregnancy and the unborn child are not known. You should not take ELIQUIDX if you are pregnant.

attention.ELIQUIS is specifically used in adults to help prevent blood clots from

adolescents under 18 years of age. Taking other medicines

16

Contact your doctor immediately if you become pregnant while aking ELIQUIDX. It is not known if ELIQUI-DX passes into human breast milk. Ask your doctor or pharmacist for advice before taking this medicine while breastfeeding. 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 you have had a major Hip if

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 ELIQUIDX 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

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

talking to your doctor first, 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

wound/incision (wound secretion) - bleeding in your stomach, 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 bowel

everybody gets them. ELIQUI-DX may cause bleedings which may potentially be life threatening. Thebleedings may not be obvious and

no.8957913050.

operation

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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 clotbound 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

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CHAPTER 4

20

CHAPTR 4

CONCLUSION

Product promotion strategy of Eliqui-DX:

E-detailing of ELIQUI-DX provides all information regarding the drug so that physician considers 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 other brands 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 will lead 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 to prescriber 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 Basis of Theraputics ; 10th Ed.; McGraw Hill Medicinal Publishing House, New Delhi; 2001; Page no. 1019-1056 Kotler, P.; Keller, K.L.; & Koshy, A. , Marketing Management ; 12 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.
th

Ed ;

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