MARKET ASSESSMENT CASE STUDY : HYPERTENSION

Presented To: Prof. Suhas Tambe

Presented By : Click to edit Master subtitle style

Vartika Yadav BM Tanvi Patil BM Gargi Indurkar BM Pooja Jadhav BMShweta Bansal BM -

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Objective

To find out the potential patient pool of hypertension for a leading pharmaceutical company in five European Union countries.

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Overview :Introduction

Hypertension / HTN Blood Pressure or Arterial Hypertension.

High

Chronic condition, blood pressure in arteries is elevated. BP : classified by two measurements.

Systolic : Blood pressure within range of 100-140 mmHg.

Diastolic : Blood pressure within range of 2/24/13 60-90 mmHg.

CLASSIFICATION
Normal Prehypertension Stage 1 Stage 2

SYSTOLIC PRESSURE
mmHg 90119 120139 140159 160 kPa 1215.9 16.018.5 18.721.2 21.3

DIASTOLIC PRESSURE
mmHg 6079 8089 9099 100 kPa 8.010.5 10.711.9 12.013.2 13.3

140 18.7 <90 <12.0 also classified :Primary (essential) and Secondary hypertension.

Isolated systolic hypertension Hypertension is

Primary Hypertension : 90-95% cases , which means high bp with no underlying medical cause.

Secondary Hypertension : 5-10% cases, caused by other conditions that have an effect on kidneys, 2/24/13 arteries, heart or endocrine system.

Causes

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Symptoms

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Prevention and Management

Maintain normal body weight . Reduce dietary sodium intake. Engage in regular aerobic physical activity such as brisk walking. Limit alcohol consumption to no 2/24/13

Lifestyle modifications

Medications Drug Combinations: viz, calcium channel blockers and diuretics, betablockers and diuretics,

Epidemiology

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Source : JAMA. 2003;289(18):2363-2369. doi:10.1001/jama.289.18.2363

Prevalence : Age

The prevalence in the age group 35 to 44 years was 14% in the North American countries and 27% in Europe, increasing to 53% and 78%, respectively, among persons aged 65 to 74 years. 2/24/13

Prevalence : Mortality

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Source : JAMA. 2003;289(18):2363-2369. doi:10.1001/jama.289.18.2363

Consolidated patient pool and epidemiology of hypertension(2011)

Country UK Spain Germany Italy France Consolidated Patient Pool
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Incidences 41.7% 46.8% 55.3% 37.7% 29.7% 43.03%

Total Population 5,83,54,430 3,94,78,150 8,20,12,000 5,68,62,800 5,80,26,000 29,47,33,380

Patient pool 2,43,33,797 1,84,75,774 4,53,52,636 2,14,37,275 1,72,33,722 12,68,33,204

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Population vs. Patient Pool

10 9 8 7 6 5 4 3 2 1 0

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MARKET ESTIMATION
The markets of the developing world are altering more radically than those of the developed world
Hypertension (>1B patients by 2025) Diabetes (84m in 1995 to 228m in 2025 >70M in India alone)

Click to edit Master subtitle style By the 2020 the global Pharmaceuticals market will be worth about $1.3 Trillion ($800Billion today)

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