Dr. Joseph Tan Dave Johnson Mohamed Abouzahra

Transcription

1 Dr. Joseph Tan Dave Johnson Mohamed Abouzahra

2 4Ps v. 3Ps/4Ps to Commercialize Preamble The Global v. Local Markets Individual v. Population needs Polypill v. PolyCap PolyCap Pro v. Con Considerations Wherein the Business Growth lifecycle? Word-of-Mouth PolyCap? Marketing strategies: ewom, National Media, Specialized Journals, C-E

3 How is the Product introduced? Understanding product market niche (Product, Price, Place & Promotion; Providers; Pts; Payers; Policymakers) Understanding needs for the product: environment, effectiveness, safety, & Impacts Describing how product fits those needs; Evidence & policy implication for Canada s policymakers How product reach customers: Patents v. non-patents? Who s in charge?

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5 Cardiovascular disease (CVD) Prevention As per 2008 statistics, 29% of deaths in Canada were caused by a cardiovascular disease* 9 in 10 Canadians have at least one risk factor related to heart disease ** Age, High blood pressure, and High Cholesterol are three of the major risk factors. Other factors *Statistics Canada. Morality, Summary List of Causes 2008 **Tracking Heart Disease and Stroke in Canada. Released June 2009

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7 CVD Primary Prevention through Easy-to-administer Medication Targeting several risk factors together depending on Stage 1 v. 2 conditions Blood Pressure management Cholesterol management Aspirin Combine therapy - Managing these factors together reduces CVD risk by almost 50% or > - Telegraph, BMJ, etc.

8 Disadvantages of taking the separate medicine Poor Compliance - Complexity High Cost Dated, Risk of axb Varying Side Effects v. natural remedies Antagonism how many formulations are needed & are large-scale RCTs claims acceptable to all scientists? Size, Potentiation, Dosage, Unaddressed Issues

9 What is PolyCap? Advantages of PolyCap Simplifies drug taking for the patient May encourage drug discipline of the patient Combination of treatment mix controlled and is a known consideration

10 Advantages of PolyCap Effects of potentiation is reduced, eliminated or known No more side effect risks of combining dose drugs vs. single doses Supplement - Positioning of PolyCap with healthy lifestyle and healthy life choices a matter of education for both caregivers and patients

11 Must be prescribed Among the various types of PolyCap, prescriptions must be specifically applied Aspirin is known, inexpensive, trusted with manageable side effects Encouraging change in prescribing habits among physicians is a challenge

12 One contra-indication for one dose (element) renders that entire PolyCap form contra-indicated No one mix-type of PolyCap should serve as a panacea Mass production of dose mix runs are not timely nor recommended The credence factor cannot guaranteed patient competence of understanding its use or application and relies more on patient compliance

13 Introduction stage Growth stage Mature stage Decline Stage

14 Best Practice Channels Cardiologists 1149 for Canada Cardiologists/Thoracic Surgeons 340 for Canada All MDs such as GPs/FPs over 3500 Statistics Canada (2011 Census)

15 The public is also a target of PolyCap Marketing General Awareness & An informed choice via (e) Word of Mouth Anticipating patient sophistication/questions But remembering, The Credence Property Cost containment; use of mass media v. words of mouth or ewom

16 Marketing Criteria Cost containment Effectiveness & efficiency Timeliness Patients best interests Delivery sound messages to patients/caregivers

17 Reliance on paper media would be expensive, unnoticed and fruitless Academic pursuits in esteemed Journals Interactive, educational websites Source linking in social media

18 Supportive structures sought from community partnerships Heart & Stroke Foundation Canadian Cardiovascular Society Canadian Society of Cardiac Surgeons

19 Continuing education campaign Key to success as it can serve as the most compelling approach Conference presentation The CE campaign may be designed to deliver the message to Canadian practitioners

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