Brand Plan

1. PRULITOP
PRUCALOPRIDE 1MG/2MG TABLET
(MEDICAL + MARKETING)

3. CONSTIPATION
 Constipation is one of the most common gastrointestinal
disorders encountered in clinical practice.
 Up to one-fifth of the general population suffers from chronic
constipation during their lifetime.
Am J Gastroenterology 2012;107:18-25.
 It is estimated that 130 million Indians suffer from constipation
Special report from World Gastroenterology Organization

4. CHRONIC CONSTIPATION
 Hard feces that are difficult to expel.
 Colon absorbed too much water from
the food while passing through it.
 Food moves slow through the
digestive tract, consequently the
feces become dry and hard.

5. CHRONIC CONSTIPATION-CRITERIA
ROME III Diagnostic Criteria* for Adults
 Chronic constipation must include 2 or more of the following:

6. CAUSES

7. SYMPTOMS
Symptoms include:
 Stomach ache
 Stomach cramps
 Feeling bloated and nauseous
 Losing appetite
 Difficulty and straining
 Passing less stools than usual

8. DIAGNOSIS
The doctor may suggest the following tests to rule out other health
conditions:
 Blood tests
 Sigmoidoscopy
 Colonoscopy
 Balloon expulsion test
 Anorectal manometry

9. TREATMENT
 Stimulants: These make the muscles in
the intestines contract rhythmically.
 Lubricants: These help the stool move
down the colon more easily.
 Stool softeners: These moisten the
stool.
 Fiber supplements: Called as bulk
laxatives.

10. TREATMENT
 Osmotics: These facilitate the movement
of fluids through the colon.
 Saline laxatives: These draw water into
the colon.
 Chloride channel activators: These
require a prescription and include
lubiprostone.
 5-HT-4 agonists: Increase secretion of
fluid in intestines and speed up the rate at
which food passes through the colon.

11. THERAPY FLOW CHART

12. RISKS ASSOCIATED WITH LAXATIVE THERAPY
 Cramping, bloating, and nausea in
some people.
 Dependent on laxatives and may mask
important constipation symptoms.
 Laxatives interfere with absorption of
other medications, avoid taking laxative
two hours of taking other medications.
 Laxative abuse result in dangerous
dehydration, weakness, fainting, and
kidney damage.

13. LAXATIVE ABUSE
 Electrolyte and mineral imbalances
 Severe dehydration
 Laxative dependence
 Chronic constipation
 Internal organ damage
 Increased colon cancer risk

14. PRUCALOPRIDE
 Agonist of 5HT4 receptors found in the
gut.
 Chronic constipation and slow transit,
develop tolerance, are also eligible for
Prucalopride treatment.
 Most of the dose is excreted unchanged
in the urine.
 Cisapride and Tegaserod removed
because of serious cardiovascular
adverse effects.

15. PRUCALOPRIDE MECHANISM OF ACTION

17. INTRODUCING
PRULITOP-1
&
PRULITOP-2

18. MARKET & COMPETITORS
 Total No. of Brands = 7
 Total Market 17.98 Crs
BRAND LAUNCH DATE COMPANY MAT VAL FEB 18
Grand Total 17.98
PRUVICT Apr-17 TORRENT 12.28
PRESMOVAC Jun-17 TORRENT 2.22
CONSTICALO Jun-17 TORRENT 1.90
PRUEASE Dec-17 SUN 0.77
PRUWEL Dec-17 INTAS 0.63
PRUDAC Jan-18 ZYDUS CADILA 0.16
MUVPRU Jan-18 EMCURE 0.02
As per Awacs AIOCD Feb’18

19. TARGETED DOCTORS & INDICATIONS
 Chronic Constipation
 Laxative resistant constipation
 Impaired GI motility
Gastroenterologists
Physicians

20. PRODUCT PRESENTATION
1 Strip = 10 Tabs
1 Box = 10 X 10 Tabs

21. DOSAGE
 Recommended adult dose for Prulitop 2 mg once daily with or without
food, at any time of the day.
 Older people (>65 years): Start with 1 mg once daily, if needed the
dose can be increased to 2 mg once daily.
 Patients with renal impairment: The dose for patients with severe
renal impairment (GFR < 30 ml/min) is 1 mg once daily.

22. LAUNCH LBL