Abbott pharma marketing survey to know presciption pattern among the dermatologist for the case of...
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The Prescription pattern among dermatologist for hyper-pigmentation drugs
Shahwaz AhsanMBA Pharmaceutical2ndSemester(2012-
14)Department of
Management, Jamia Hamdard
Under the supervision ofDr. Shibu John ,Faculty Supervisor of FMIT ,Jamia Hamdard
Mr. Nabeel Anwar
Product Manager
Abbott HealthCare
History of the companyLiterature reviewResearch methodologyFindings & Data analysisConclusionSuggestionsLimitations
Contents
Founded in 1888, by a young Chicago based physician, Dr. Wallace Calvin
Abbott. The organization has been devoted to discovering new
medicines, new technologies and new ways to manage health Today.
Abbott is a worldwide broad based healthcare company whose products and technologies are growing rapidly.
History of the company
Fast factsChairman and CEO: Miles D. WhiteCorporate Headquarters: North suburban Chicago, Illinois, USANumber of Employees: Approximately 70,000 worldwideRevenue: INR 121,000 Cr.2012 Income after tax: INR 31,500 Cr. Presence: 150+ countries
Chairman and CEO: Miles D. WhiteCorporate Headquarters: North suburban Chicago,USANumber of Employees: Approximately 70,000 worldwideRevenue: INR 121,000 Cr.2012 Income after tax: INR 31,500 Cr. Working in: 150+ countries
Fast facts
Product of the company
The Abbott pharma having more than 400 brands, a strong infrastructure and large scale operations with therapeutic areas that include: women's health, neuropsychiatry, hepatic care,metabolics, pain, gastroenterology and cardiovascular.
Thyronorm for hypothyroidism. Tibet for diabetes.
Hyper-pigmentation is a common, usually harmless condition in which patches of skin become darker in color than the normal surrounding skin.
Types of hyper-pigmentation- Melasma,post-inflamatory hyperpigmentation,periorbital hyper-pigmentation etc
Causes- There are various causes of hyper-pigmentation, including over production of melanin or pigment overexposure to the sun ,hormonal changes in the body.
Literature review
Treatment option-A number of therapies are available for the treatment of hyper-pigmentation.
Hyper-pigmentation occurs due to overproduction of malanin they try to reduce melanin from the skin.
Hormonal changes is another cause of hyper-pigmentation so sometimes doctors try to stable hormone in the body by the help of chemical pills.
Laser and surgery is the another treatment option for
hyper-pigmentation
Cont.
My objective of the study was “to determine the Prescription pattern of dermatologist for the hyper-pigmentation drugs in Delhi Region.
My another objective was that to know the numbers of patients,convenient cost and what is the duration of disease of hyper-pigmentation.
Objectives
This study was carried out for the prescription Pattern of
dermatologist.I worked on questionnaire for market survey I
also earned that how to interact with doctors.
Source of primary data: Primary data is a type
of information
that is obtained directly from first-hand sources
by means of
surveys, observation or experimentation.
Research methodology
I collected my primary data through the one to one interaction and discussion with various dermatologists,trough the questionnaire which was both close and open ended .
Secondary data-The data that has been already collected by readily available from other sources.I also collected my secondary data through annual reports of the company, newspaper, magazines, internet and sample material about latest treatments and practices in periorbital symptoms.
Cont.
Sampling method: Random sampling Sample Size: 80 Research tools: Questionnaire
Area covered: South Delhi
Cont.
Data analysis & findings
36%
38%
23%4%
0-10 percent10-20 percent20-30 percent30-40 percent
Total patients of hyperpigmentation out of 100
Chart no-1
Kojic acidHydroquinoneSteroidGlicolic acid
Chart no.2
Most preferred drug for the treatment of hyperpigmentation
47.5%
21.2%
18.8%
12.2%
melasma port wine stain vitiligo albinism0
5
10
15
20
25
30
35
Series1
Axis Y -Common disease
Axis
X-N
um
ber
of
pati
ents
30
20 23
7
Chart no.2
Most common type of hyper-pigmentation
0-3 months
3-6 months
6-9 months
9-12 months
0
5
10
15
20
25
30
30
20
23
7
Duration of therapy for the treatment of hyperpigmentation
Chart no.3
Hypopigmentation Itching Atrophy vomiting0
5
10
15
20
25
30
18
29
5
28
Adverse effect of the drug used in hyper-pigmentation
Chart no-5
First of all I have started my study from questionnaire. I got questionnaire from Abbott healthcare and afterthat I generated
all the question in multiple form.I have used “questionnaire” in my research tools.
After completing this task I have targeted to dermatologist and
visited them through one to one interaction . when I visited them I collected my primary data from dermatologist and secondary data from
newspaper,magazines books and internet. I have generally taken random sampling and the size of
sampling was 80,so it was ultimate experience for me.
Conclusions
Suggestions
Abbott healthcare must make a survey about the competitors in the the market for the hyper-pigmentation product.
They need to visit various chemist shops to know the price of the different types of hyper-pigmentation product offering by the competitors
Area Limitation :I visited only in south Delhi so the area was so limited due to the limitation of area, I Could ‘nt know what is the view of dermatologist who runs their clinics in other area like north and west Delhi.
Sample size :The sample size was little bit small, I visited around 80 dermatologist so I can not justify that all the dermatologist comes under this circumstances.
Lack of experience: I had no so much experience to the interaction with the doctors so initially I was reluctant to ask the questions from them.
Limitations