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Program Learning Guidelines - Combihale
Program Learning Guidelines - Combihale
Program Learning Guidelines - Combihale
Respiratory System 04
Respiration
Respiratory System
The human respiratory system is a series of organs
responsible for taking in oxygen and expelling
carbon dioxide. The primary organs of the
respiratory system are lungs, which carry out this
exchange of gases as we breathe.
Module 1 | Respiratory and Nervous System
Structure of the Respiratory System 05
Bronchi
Nasal Cavity Two tubes inside of lungs
Passes air that air passes through
through nose to the bronchioles.
The upper respiratory system
Larynx Bronchioles
Upper part of respiratory Small branching out
system, which contains tubes divided into
the vocal cords alveoli.
Alveoli
Trachea
Main tube Tiny air sacs where exchange of
connecting nose/mouth O2 and CO2 takes place
to lungs.
Diaphragm
A dome-shaped
muscle that separates
the lungs from the
Module 1 | Respiratory and Nervous System abdomen
Gaseous Exchange 06
Alveoli
The exchange of oxygen and carbon
dioxide occurs in the alveoli
Reflex
action The action Sense of
of breathing smell
A neuron is a nerve cell that is the basic building block of the nervous system. They are specialized to transmit information
throughout the body. These highly specialized nerve cells are responsible for communicating information in both chemical and
electrical forms.
Afferent neurons are sensory neurons that carry nerve impulses from effector cells towards the central nervous system.
Efferent neurons are motor neurons that carry neural impulses away from the central nervous system to the effector cells.
Chemical substance (aka chemical messenger) released by synaptic terminals for the purpose of transmitting information from one
neuron to another.
Nerves are bundles of neurons that transmit sensory and motor information between the brain and spinal cord and the rest of the
body.
Neurotransmitters are
stored in the axon terminal.
Axon
Central NS Peripheral NS
(The body’s master control unit) (Consists of nerves and ganglia outside the
brain and spinal cord)
Sympathetic NS Parasympathetic NS
Prepares the body for actions and Conserves energy, non-immediate
stress. This is called ‘fight’ or ‘flight’ response ‘rest & digest’.
response Neurotransmitter is acetylcholine
Neurotransmitters are epinephrine (Ach)-‘Cholinergic’
Module 1 | Respiratory and Nervous System and norepinephrine.
Sympathetic vs Parasympathetic Nervous System 16
Parasympathetic Sympathetic
(Body at rest) (Emergency situations)
Module 2 | Common Diseases Asthma and COPD Global Initiative for Asthma-GINA 2018
Asthma- An overview 23
Module 2 | Common Diseases Asthma and COPD Global Initiative for Asthma-GINA 2018
Risk factors associated with ASTHMA 24
Domestic or
occupational
Viral Tobacco allergens (e.g
infection smoke house dust mites,
pollens,
cockroaches)
Narrowed airway
(limited air flow)
Muscle
Tightened muscles
constrict airway
Airway
Airways Inflamed/thickened
wall
airway wall
Mucus
Airway
wall
Module 2 | Common Diseases Asthma and COPD Global Initiative for Chronic Obstructive Lung Disease-GOLD 2018
COPD- An overview 29
Module 2 | Common Diseases Asthma and COPD Global Initiative for Chronic Obstructive Lung Disease-GOLD 2018
Risk factors associated with COPD 30
Including cigarette, pipe, cigar, water-pipe and other types of tobacco smoking popular in many
countries.
From biomass fuel used for cooking and heating in poorly vented places.
Module 2 | Common Diseases Asthma and COPD Global Initiative for Chronic Obstructive Lung Disease-GOLD 2018
Risk factors associated with COPD (Cont.) 31
Any factor that affects lung growth during gestation and childhood.
Asthma may be a risk factor for the development of airflow limitation and COPD.
Module 2 | Common Diseases Asthma and COPD Global Initiative for Chronic Obstructive Lung Disease-GOLD 2018
COPD classification according to GOLD guidelines 2018 32
Module 2 | Common Diseases Asthma and COPD Global Initiative for Chronic Obstructive Lung Disease-GOLD 2018
Normal Vs. COPD airways 33
Bronchioles lose
Bronchioles their shape Walls of alveoli
(tiny always) and are destroyed, forming
become fewer larger alveoli
Airways Trachea clogged
(windpipe) with mucus
Left lung
Right
lung
Alveoli
(air sacs)
Lung cross-section
Detailed view with COPD
• Onset often early in life; most common • COPD occurs in older patients
chronic disease in children • Comprises of bronchitis and
• Allergy, rhinitis and/or eczema are also emphysema
present • Persistent airway obstruction
• Reversible airway obstruction
• Associated with progressive,
• Episodic severe loss of pulmonary
function over time
• Most asthmatics are allergic to
airborne allergens such as dust mite, • Mostly due to chronic cigarette
animal dander, pollens, molds smoking
• Symptoms vary widely from day to day • Symptoms are slowly progressive
Volume (I)
• FVC- Forced Vital Capacity: Max volume of air exhaled with max effort after
max inspiration.
• The ratio of FEV1 to FVC can be useful to identify obstructive, restrictive,
and combined (obstructive-restrictive) defects.
Reduce mortality
Module 3 | Pharmacological Management Options Global Initiative for Chronic Obstructive Lung Disease-GOLD 2018
Global Initiative for Asthma-GINA 2018
Treatment options common to both Asthma & COPD 39
Promotes
Prepares Encourages
collaboration on
scientific reports implementation of
asthma research
on asthma recommendations
at an international
scale
PROMOTES
INCREASES research into increasing
awareness about COPD prevalence, its
COPD being a public link with the
health issue environment and
prevention programs
RECOMMENDS IMPLEMENTS
effective COPD and evaluates
management and effective programs to
prevention strategies decrease COPD
morbidity and
mortality
Significantly improve lung function, dyspnea, health status, and reduce exacerbation rates.
LAMAs* (eg. tiotropium) have a greater effect on exacerbation reduction compared with LABAs* (eg. formoterol)
and decrease hospitalizations.
Theophylline exerts a small bronchodilator effect in stable COPD and that is associated with modest symptomatic
benefits.
INTRODUCTION:
● BFS technology is a manufacturing technique used to produce small and large volume liquid-
filled parenteral, inhalation and oral products using medical grade plastic.
● Originally developed in Europe in the 1930’s, it was introduced in the United States in the
1960’s.
GENERAL CASE:
-These guidelines are given by The International Council for Harmonisation of Technical Requirements for Pharmaceuticals for Human Use (ICH)
DUAL ACTION
therapy offering An ideal RESCUE
synergistic THERAPY for
response significant
ADDITIONAL
bronchodilation
(The Lancet)
The Chest
Journal of Asthma
The Lancet
The Lancet
The Lancet
US FDA
British Journal of Clinical The Chest
Pharmacology
The safety of this combination medicine in pregnancy has not been established. There is no adequate and well-
controlled studies of combination of ipratropium bromide and salbutamol sulfate in pregnant women. Combination
should be used in pregnancy only if the potential benefit justifies the potential risk to the fetus.
COMBIHALE VENTOLIN
● Dual bronchodilator activity offers synergistic ● Single bronchodilator activity
action ● Lesser extent of bronchodilation due to single
● Greater bronchodilation due to presence of two bronchodilator
bronchodilators ● Benzalkonium chloride used as preservative
● Preservative free ● BAC causes adverse effects like paradoxical
● No adverse effects; as Combihale is completely bronchoconstriction in asthmatic patients[3]
free from preservatives[1] ● More chances of COPD exacerbations[2]
● Reduced COPD exacerbations[2]
CATEGORY B Animal studies show no risks, but there are no controlled studies on pregnant
women.
CATEGORY C Animal studies have shown risk to the fetus, there are no controlled studies in
women, or studies in women and animals are not available.
CATEGORY D There is positive evidence of potential fetal risk, but the benefits from use in pregnant
women may be acceptable despite the risk (i.e. life threatening condition to mother).
Studies in animals or human beings have demonstrated fetal abnormalities, or there
CATEGORY X
is evidence of fetal risk. The drug is contraindicated in women
who are or may become pregnant.
Inhaled medicines go directly to the lungs. There are fewer side effects than medicines taken by mouth.
Inhaled may be anti-inflammatory or bronchodilating or both. The devices are:
Nebuliser
Combihale is a
DUAL ACTION Provides greater Combihale is supplied
therapy with a bronchodilation than twice as nebulizing solution
synergistic the dose of monotherapy, which is the most
response
decreased hospital beneficial delivering
admissions and improved method according to
clinical score as compared to Respiratory care
salbutamol in moderate to
severe asthmatic
exacerbations.
Combihale is preservative Ipratropium is a short acting
free. According to British anticholinergic agent and
Journal Of Clinical salbutamol is a short acting
Pharmacology, preservative- beta agonist, combining these
free product limits side- two medication in a single
effects and increases efficacy. dosage form provides greater
bronchodilation and improved
Module 7 | The Final Pitch
pulmonary function.
The Final Pitch (Cont.) 79
PRESCRIPTION COMBIHALE
VISION ANALYSIS LAUNCH STRATEGY
Sprahaler Inhalation
(Highnoon) 500 mcg/2 ml soln 5 vial x 2 ml 275.00 - - -
Ventolin
100 mg/20 Inhalation 20ml
Respirator 35.00 77 Million 96.5 14.0
ml soln 1s
(GSK)
IMS Data Analysis - Doctor’s Specialty 84
PRESCRIPTION % BY DOCTORS' SPECIALTY
Doctor's Type Atem Ventolin
Ipratropium Bromide Salbutamol
% %
Total Prescriptions 744,000 8,043,000
G.P 42.0 50.5
Physician 29.4 10.5
Pediatric 9.4 3.7
Surgery 0.0 0.2
Gynae 2.5 1.4
Dermatologist 0.0 0.0
EENT 0.3 0.4
RMO 12.4 33.3
Cardiologist 4.0 0.1
Psychiatrist 0.0 0.0
Total 100 100.1
Module 8 | The Sales Pitch
Target Customer Segmentation 85
• General Physicians
• Pulmonologists
• RMOs
• Emergency Rooms/Casualty
• Medicine Wards
COMBIHALE VENTOLIN
● Preservative free ● Benzalkonium chloride used as preservative
● No adverse effects; as Combihale is completely ● BAC causes adverse effects like paradoxical
free from preservatives[1] bronchoconstriction in asthmatic patients[3]
● Greater bronchodilation due to presence of two ● Lesser extent of bronchodilation due to single
bronchodilators bronchodilator
● Reduced COPD exacerbations[2] ● More chances of COPD exacerbations[2]
● Dual bronchodilator activity offers synergistic ● Single bronchodilator activity
action
● Submit the relevant chemist list of all targeted doctors to your distributor for
Combihale availability.
● All BMs and RSMs are advised to maintain good relations with formulary
committee doctors of all teaching and non-teaching hospitals to ensure the
inclusion of Combihale in their hospital formularies and tenders.
● All RSMs will meet with their respective distributor’s salesmen and brief them on
Combihale, i.e It is a DUAL action drug with a synergistic response, superior to
Atem and Ventolin as it is preservative free and unit-dose. This will increase the
confidence of the salesmen and will help make our product available in the
market.
● Additionally ensure the availability of Combihale at the important centralized
chemists and chain of pharmacies like Shaheen, Fazal Din, Pharmax etc
● All RSMs, BMs, and, SMs are advised to monitor and ensure the daily availability
of Combihale at their targeted chemist.
Selection Criteria:
I. The Doctors whom you have good relation with.
II. The Doctors whom the RSMs have good relations with.
III. The Doctors who are friendly in nature.
IV. The Doctors who like to Rx new products.
V. The Doctors who love to conduct trial and like heavy sampling.
VI. The Doctors who like persistent and regular visits.
VII. The Doctors who like good gifting.
• Before visiting the doctor, ensure that Combihale is available at his/her nearby
medical store as per your submitted list.
• Introduce yourself to the doctor and request 5 uninterrupted minutes from
his/her busy schedule, as you have a new product to introduce.
• Detail Combihale and establish that Combihale is the only Ipratropium Bromide
and Salbutamol combination in Pakistan that offers a synergistic effect. If the
doctor is newly added to your list, ask to run a 3 minute video so that you can
introduce Hudson pharma.
• After the video, present the gift, drop the sample and take commitment that the
doctor will share his/her experience of using Combihale when you will visit
him/her next time. Also, inform him about the availability of product at his/her
nearby medical stores.
SECOND CALL
Detail Combihale, drop pens and ask for any experience using Combihale.
THIRD CALL
FOURTH CALL
NOTE: Mark ALL samples, promotional items and gifts in the CRM.
Action potentials The electrical impulses (messages) that travel throughout the nervous system through neurons.
Adolescence Adolescence typically describes the years between ages 13 and 19 and can be considered the transitional stage from childhood to adulthood.
Adrenal medulla The adrenal medulla, the inner part of an adrenal gland. The main hormones secreted by the adrenal medulla include epinephrine (adrenaline) and
norepinephrine (noradrenaline).
Aseptic Free from contamination caused by harmful bacteria, viruses, or other microorganisms.
Asthma Chronic lung disease that inflames and narrows the airways.
Brainstem
The brainstem is the posterior part of the brain
Breathing
Involves external respiratory system to take in O 2 & release CO2
Bronchodilator A bronchodilator is a substance that dilates the bronchi and bronchioles, decreasing resistance in the respiratory airway and increasing airflow to the lungs
Bronchospasm Bronchial spasm is a sudden constriction of the muscles in the walls of the bronchioles.
cAMP Cyclic adenosine monophosphate is a second messenger important in many biological processes.
Glossary 93
Capillaries A capillary is a small blood vessel
Cerebellum The cerebellum is the area found at the back and bottom of the brain.
Chronic bronchitis Bronchitis is an inflammation of the bronchial tubes, the airways that carry air to your lungs. It causes a cough that often brings up mucus
COPD COPD is the most prevalent indication of obstructive lung disease and mainly comprises of chronic bronchitis (inflammation of bronchial tubes) and emphysema
(damage to the alveoli).
Glossary 94
Coughing Foreign bodies or irritants in the nasal passage are forced out of the respiratory tract through coughing or even sneezing.
Dendrites A short branched extension of a nerve cell, along which impulses received from other cells at synapses are transmitted to the cell body.
Desensitization Insensitive
Drug Clearance Drug clearance is concerned with the rate at which the active drug is removed from the body
Eczema Condition where patches of skin become inflamed, itchy, red, cracked, and rough.
Effector cells Effector cells are the relatively short-lived activated cells
Embolism An embolism is a blocked artery caused by a foreign body, such as a blood clot or an air bubble.
Glossary 95
Emphysema In emphysema, the tiny air sacs (alveoli) at the end of the airways in the lungs are damaged.
FEV Forced Expiratory Volume: A common test to measure lung volume and flow rates in order to diagnose abnormal lung function.
FVC Forced Vital Capacity: Max volume of air exhaled with max effort after max inspiration.
Ganglia
Ganglia are part of peripheral nervous system. They work as relay station for nerve signals
Gaseous Exchange is the delivery of oxygen from the lungs to the bloodstream, and the elimination of carbon dioxide from the bloodstream to the lungs.
A hermetic seal is the quality of something—a container, structure, etc.—being airtight (excluding passage of air, oxygen, or other gases)
Hermetic Seal
Glossary 96
Amount of water vapour present in air
Humidity
Sit or stand with one's shoulders raised and the top of one's body bent forward.
Hunch
Airway hyperresponsiveness is a characteristic feature of asthma and consists of an increased sensitivity of the airways to an inhaled constrictor agonist
Hyperresponsiveness
A condition in which a portion of the heart becomes thickened without an obvious cause.
Hypertrophic cardiomyopathy
Incapacitate To make someone unable to work or do things normally, or unable to do what they intended to do
Intensive care Intensive care is needed if someone is seriously ill and requires intensive treatment and close monitoring, or if they're having surgery
Larynx The larynx, commonly called the voice box, is an organ in the top of the neck involved in breathing, producing sound, and protecting the trachea against food
aspiration.
Glossary 97
Liberation Release
Lipolysis The breakdown of fats and other lipids to release fatty acids.
Monomer A molecule that can be bonded to other identical molecules to form a polymer.
Mortality A measure of the number of deaths in a particular population, scaled to the size of that population, per unit of time.
Narrow angle glaucoma Occurs suddenly, when the colored portion of your eye (iris) is pushed or pulled forward. This causes blockage of the drainage angle of the eye.
Glossary 98
Neuromuscular junction The neuromuscular junction is the site of communication between motor nerve axons and muscle fibres
Neuron The basic unit of the nervous system is called a neuron. Individual nerves are made up of thousands of neurons.
The fraction of oxygen-saturated hemoglobin relative to total hemoglobin (unsaturated + saturated) in the blood (95-100%)
Oxygen Saturation Rate
Paradoxical bronchospasm Defined as the rapid onset of unexpected bronchospasm occurring shortly after the administration of an inhalation aerosol.
Platelets Platelets are tiny blood cells that help your body form clots to stop bleeding
Preservative Help prevent the growth of microorganisms, particularly bacteria and fungi, which may cause disease or infection.
Prevalence Prevalence is a statistical concept referring to the number of cases of a disease that are present in a particular population at a given time
Receptors Protein structures when bound to chemical signals cause cellular change.
Reflex action Reflex actions are rapid and happen without us thinking.
Regulation of blood pH Altered by changing blood carbon dioxide levels Carbonic acid Buffer system.
Rehabilitation
Rehabilitation is the process that assists a person in recovering from a serious injury, illness or surgery to regain strength
Respiration
Respiration is the process by which an organism takes in oxygen (inhalation) and releases carbon dioxide (exhalation).
Glossary 100
Respiratory rate The number of breaths you take per minute (Adults 12-20 breaths/min)
Respiratory System
It is a set of organs involved in the exchange of carbon dioxide and oxygen between a body and its environment.
Rhinitis
Irritation and inflammation of the mucous membrane inside the nose.
Spacers A spacer is a large plastic or metal container with a mouthpiece and a hole for the aerosol inhaler.
Spirometry A common test to measure lung volume and flow rates in order to diagnose abnormal lung function.
Synapse synapse is a structure that permits a neuron (or nerve cell) to pass an electrical or chemical signal to another neuron or to the target effector cell.
Thermoplastic Substances that become plastic on heating and harden on cooling, and are able to repeat these processes.
Glossary 101
Thermoregulation Heating and cooling of body.
15. What is the difference between paradoxical bronchoconstriction and rebound congestion?
- Paradoxical bronchoconstriction is defined as the rapid onset of unexpected bronchospasm occurring
shortly after the administration of a medicine
- Rebound congestion is a constant nasal stuffiness (congestion) that develops from the overuse of nasal
sprays or drops or gels that contain a decongestant medicine
16. What is the mode of action of COMBIHALE and how it different from VENTOLIN?
- Combihale is a combination product containing two bronchodilators which are Ipratropium Bromide
(anticholinergics), acting on M3 receptors in the proximal airways and Salbutamol (beta agonist), acting on
beta-2 receptors in the distal airways. Hence provides greater bronchodilation by total lung coverage
- Ventolin contains Salbutamol ONLY which acts in the distal airways.