FromFrom
the research, it has been figured out that ‘Safety’ is the most important the research, it has been figured out that ‘Safety’ is the most important
characteristics that individual seek in a NMB agent.
characteristics that individual seek in a NMB agent.
Atracurium has been in the top of the list in their clinical practice in any GAAtracurium has been in the top of the list in their clinical practice in any GA procedures, followed by Rocuronium and Vecuronium. This creates a good market for procedures, followed by Rocuronium and Vecuronium. This creates a good market for Cisatracurium, since most of the doctors consider it as one of the safest molecule in 79% of doctors believe the patient must be reversed.
79% of doctors believe the patient must be reversed.
But, it is not true for all the molecules. In terms of Succinylcholine, 92% doctorsBut, it is not true for all the molecules. In terms of Succinylcholine, 92% doctors believe it doesn
believe it doesn
’t need any reversal ’t need any reversal
, as it is considered as self- reversal agent. 63% of , as it is considered as self- reversal agent. 63% of doctors have similar belief about Cisatracurium, which gives it competitive advantage doctors have similar belief about Cisatracurium, which gives it competitive advantage over available NMB agents.over available NMB agents.
While considering the distribution of GA procedures, it has been found thatWhile considering the distribution of GA procedures, it has been found that Atracurium dominates the market share when it comes to below 30 minutes surgery or Atracurium dominates the market share when it comes to below 30 minutes surgery or 30
30
– –
60 minutes surgery.60 minutes surgery.
But more than 60 minutes surgery is controlled by nearly equal market share of But more than 60 minutes surgery is controlled by nearly equal market share of Vecuronium, Rocuronium & Atracurium. Where, Rocuronium has edge over the other Vecuronium, Rocuronium & Atracurium. Where, Rocuronium has edge over the other two.
two.
From the above analysis it is evident that Atracurium is the most preferred moleculeFrom the above analysis it is evident that Atracurium is the most preferred molecule by doctors and also holds larger market share than other competitors.
by doctors and also holds larger market share than other competitors.
CONCLUSION CONCLUSION
The pharmaceutical industry currently represents a highly competitive environment.
The pharmaceutical industry currently represents a highly competitive environment.
Pharmaceutical companies have to operate in a highly regulated environment; the degree of Pharmaceutical companies have to operate in a highly regulated environment; the degree of regulation to a significant extent depends on the country and type of the product. One of the regulation to a significant extent depends on the country and type of the product. One of the most important aspects of government regulation for pharmaceutical companies is price most important aspects of government regulation for pharmaceutical companies is price regulation, and different countries have different policies on this issue. As the result of price regulation, and different countries have different policies on this issue. As the result of price control, prices of the same products can significantly differ in different countries.
control, prices of the same products can significantly differ in different countries.
Abbott Laboratories has been enjoying the long run of its monotonous market in terms of its Abbott Laboratories has been enjoying the long run of its monotonous market in terms of its product Sevorane.
product Sevorane.
With the new product launch, Cisatracurium it wouldn’t be wrong to say With the new product launch, Cisatracurium it wouldn’t be wrong to say
that company will enjoy the similar situation, if price being the competitive factor.
that company will enjoy the similar situation, if price being the competitive factor.
With the Atracurium occupying the maximum market shares in NMB category, it would be With the Atracurium occupying the maximum market shares in NMB category, it would be easy to be replaced by Cisatracurium. Since, it is one of the 10 isomers of original molecule easy to be replaced by Cisatracurium. Since, it is one of the 10 isomers of original molecule atracurium besylate. Prior to its launch and clinical use Cisatracurium has been well atracurium besylate. Prior to its launch and clinical use Cisatracurium has been well positioned as self reversal agent. Hence, it has good positioning in terms of need of reversal positioned as self reversal agent. Hence, it has good positioning in terms of need of reversal agent. Cisatracurium being one of the safest molecule in the NMB category, it can pick up in agent. Cisatracurium being one of the safest molecule in the NMB category, it can pick up in the market quiet well. As in the research it has
the market quiet well. As in the research it has
been found been found that ‘safet that ‘safety’ is t y’ is the most he most important important
characteristics that doctor seek in an ideal NMB. Apart from this, majority of doctors has a characteristics that doctor seek in an ideal NMB. Apart from this, majority of doctors has a belief that it would be essential for all GA procedures.
belief that it would be essential for all GA procedures.
Hence, it can be considered that the market condition and initial opinion about the product is Hence, it can be considered that the market condition and initial opinion about the product is ideal for the launch of Cisatracurium.
ideal for the launch of Cisatracurium.
SUGGETIONS SUGGETIONS
The main challenges for drug companies come from four areas. First, they must deal with The main challenges for drug companies come from four areas. First, they must deal with competition from within and without. Second, they must manage within a world of price competition from within and without. Second, they must manage within a world of price controls that dictate a wide range of prices from place to place. Third, companies must be controls that dictate a wide range of prices from place to place. Third, companies must be constantly on guard for patent violations and seek legal protection in new and growing global constantly on guard for patent violations and seek legal protection in new and growing global markets. Finally, they must manage their product pipelines so that patent expirations do not markets. Finally, they must manage their product pipelines so that patent expirations do not leave them without protection for their investment.
leave them without protection for their investment.
Lastly, in terms of Cisatracurium the market development is essential which would help the Lastly, in terms of Cisatracurium the market development is essential which would help the company in creating increased market share. For this purpose Abbott India Ltd. should focus company in creating increased market share. For this purpose Abbott India Ltd. should focus on following:
on following:
Cisatracurium being one of the 10 isomers of original molecule atracurium besylate; itCisatracurium being one of the 10 isomers of original molecule atracurium besylate; it should be market as that way. Its advantages over Atracurium should be counted in its should be market as that way. Its advantages over Atracurium should be counted in its marketing strategy.
marketing strategy.
There is a need of self reversal agent in the NMB category, since the SuccinylcholineThere is a need of self reversal agent in the NMB category, since the Succinylcholine is only muscle relaxant available hence Cisatracurium should be positioned as self is only muscle relaxant available hence Cisatracurium should be positioned as self reversal agent.
reversal agent.
Most of the individual already believe that it doesn’t need any reversal. Most of the individual already believe that it doesn’t need any reversal.
‘Safety’ and ‘Onset of action’ are two most vital characteristics for an ideal NMB ‘Safety’ and ‘Onset of action’ are two most vital characteristics for an ideal NMB
which doctors prefer and Cisatracurium is considered to possess both characteristics.
which doctors prefer and Cisatracurium is considered to possess both characteristics.
Thus, it should be counted in the marketing strategy of the product.
Thus, it should be counted in the marketing strategy of the product.
Cisatracurium is considered to perform better in Kidney & Renal patients. Thus, thisCisatracurium is considered to perform better in Kidney & Renal patients. Thus, this market should be targeted prior to expansion of any other area.
market should be targeted prior to expansion of any other area.
Abbott Labs’ should launch it India with price being competitive. It will be the best Abbott Labs’ should launch it India with price being competitive. It will be the best
molecule available in market so if priced competitively it will be picked up like molecule available in market so if priced competitively it will be picked up like anything.
anything.