Beruflich Dokumente
Kultur Dokumente
Page 1
Disease
Psoriasis is a chronic disease that can negatively affect a patients life, both physically and
emotionally. Psoriasis is a common dermatological condition that affects 12% of the population,
2030% of whom have moderate-to-severe chronic plaque psoriasis. Having psoriasis can be
embarrassing, and many people, avoid swimming and other situations where patches can show. It
can severely impact day to day Quality of Life (QoL) of the patients. Psoriasis prevalence
estimated is 12% of the population (~125 Mio suffers worldwide). It is categorized into mild,
moderate and severe.
https://www.youtube.com/watch?v=QL1X4SaJh_w
https://www.youtube.com/watch?v=tsHq8f9OLCQ
Page 2
Management of Psoriasis
Psoriasis patients may have to go through a cycle of uncertainty and disappointment following
the appearance of their first symptoms. They are now well aware that it is a chronic condition,
and move from doctor to doctor seeking for a solution and symptomatic relief.
Patients may see doctors at different levels of healthcare, family doctor, and then to
dermatologists, and there are many instances of trying out Ayurveda and Homeopathy.
Typically, the early treatment entails application of creams such as topical corticosteroids,
Moisturizers and Vitamin D analogues.
As the disease progresses, most of the patients dont get relief by topicals (creams) and
they are put on oral first line systemic treatments.
Further, there are Drugs that alter the immune system (biologics). Several immunomodulator drugs are approved for the treatment of moderate to severe psoriasis. They
include etanercept (enbrel from Pfizer), infliximab (Remicade from J&J), Alzumab from
Biocon etc. Their administration varies with remicade and alzumab being given as
intravenous infusion and enbrel being given subcutaneously. Dermatologists use these
injections usually for people who have failed to respond to traditional therapy or who have
associated psoriatic arthritis. Biologics work by blocking interactions between certain
immune system cells and particular inflammatory pathways.
Page 3
simple questions that capture various aspects related to his day to day living. (To provide an
illustration, some questions from DLQI questionnaire sample are shown below),
Current Scenario (therapies do not sufficiently address needs and lead to a high level of patient
and physician dissatisfaction):
Studies indicate that, Dermatologists are dissatisfied with current treatment outcomes in about a
third of cases and 41% of patients are dissatisfied with their current level of disease control. The
following table summarizes the research findings from different stakeholders
Doctors
Patients
Page 4
Meaning of DLQI Scores (0-1 = no effect at all on patient's life I 2-5 = small effect on patient's life I
6-10 = moderate effect on patient's life I 11-20 = very large effect on patient's life I 21-30 = extremely
large effect on patient's life).
The recommended dose is 300 mg by subcutaneous injection at Weeks 0, 1, 2, 3, and 4 followed
by 300 mg every 4 weeks thereafter. Each 300 mg dose is given as 2 subcutaneous injections of 150
mg.
Looking at all this, Pramod feels very excited and energized; he believes that it is a very
interesting time wherein the power of research will soon transform the lives of psoriasis patients
and the treating physicians will be empowered with a product that can truly make a difference in
the lives of these patients.
Page 5
But at the same time a number of questions are running in Pramods mind, like how does one
goes about designing the launch strategy. So he gathered additional details about the customer
population, as follows:
So here is a great opportunity to prepare a robust launch strategy for Fareto by addressing the
pivotal questions like:
What should be the key strategic drivers for Novartis to keep in mind while preparing to
launch the drug?
How does Novartis establish the higher standard of care being delivered by Fareto, in the
minds of physicians and patients?
What would be the best Go to Market approach for Fareto?
For proper efficacy of Fareto, strict adherence to the required dosage will be required.
How can proper compliance among the patients be ensured?
Pramod has been asked to share his version of launch plan for Fareto with a cross-functional team
in two weeks from now.
Page 6