Lioresal Detailing Story

Brand : Lioresal
Pack Size : 50s
Price : 105 per tablet
Tagline : Immobilizes Spasticity Mobilizes Life
Dosing : 5mg 3 times a day( initially) , Subsequently increased by 5 mg each interval every 3 days until
therapeutic effect is reached. For sensitive patient initiate at 5mg or 10 mg daily and increase treatment by
smaller intervals and longer periods. Sri Lankan Patients normally are put on low doses.
Treatment Duration : 6 to 8 weeks.
Treatment Cost : Rs 6000.
What is Spasticity : Abnormal muscle tightness due to prolonged muscle contraction, caused by damage
to cerebral , spinal and motor nerves. Due to Neurological conditions such as Multiple Sclerosis and
Cerebral Palsy or spinal and cerebral trauma. The length of spasticity can be acute or chronic depending
on the underlying cause.
Mechanism of Action : Lioresal inhibits spasticity by stimulating gaba (b) receptors and other
unidentified mechanisms. Compared to other spasticity agents Lioresal has a spinal/ central site of action
therefore being more suitable for spasticity caused by complex CNS disorders. Lioresal provides the
freedom of movement and provides better conditions for physiotherapy.
Product Positioning : With its Premium price Lioresal should be positioned for complex conditions and
cases where a higher quality treatment is required. Specially in instances of post-surgery and acute
conditions the high disease burden would offset the price.
Detailing Story :
Call Objective : Since Most Prescribers are non- users the initial objective should be to induce
prescription . Preferably Initial calls should not be remainder or short calls as introduction to the product
should be strong.
Probing ( gather information)

 Dear Dr , do you encounter any patients with spasticity in your practice ? ( GPs and VPs)
If :yes” Sir for my knowledge what are your preferred treatment option for them ?
Dear Dr , for my knowledge may I know your preferred option in treating spasticity ? (Neuros
/Surgeons)
If baclofen is said to be an option.
Sir , thank you for that information , may I remind you of the original Baclofen Lioresal which is
the trusted , tested and proven brand of choice around the world. Do you think our product can
benefit your patients ?

If Baclofen is not an option.

Sir May I know why you have not considered baclofen for use in patients with Spasticity ?
Position Lioresal for Spinal chord related spasticity. Against Tizanidine position as original.
Tizanidine original Zanaflex not present in SL and neither is there any makes of European origin.

Objections : Price

Sir I understand your concerns on Price but the recommended treatment duration is 6 to 8 weeks
so the patient does not need to take the medicine for a longer period. Wont your patient benefit
from such a drug which can give a better treatment outcome. Lioresal can mobilize your patients
and their lives sir.

Commitment ( Paraphrase)

Sir , I hope that I have answered your question on the price of Lioresal , Lioresal can definitely
provide value for the money your patients pay. Can you please pass on the benefits of Lioresal to
your patients ?