Changing trends in USP
Today companies offer products with improved dosage compliance, greater bioavailability and excellent quality which may become its unique selling point, says Suresh Sukheja
Today, the market is flooded with a wide range of sparfloxacin, roxithromycin, tinidazole, multivitamin and calcium supplements, etc. The prescriber/physician being bombarded with a daily dose of ‘tonnes’ of information, finds it impossible to retain the data pertaining to product names, indications, actions, etc.
Rather than resorting to marketing such ‘me-too’ products, some leading pharmaceutical manufacturers offer products with unique features which add to the convenience of the consumer by either improving dosage compliance or improving bioavailability of the product or by improving the quality of a life-saving product like intravenous injections.
These USPs (unique selling points), or unique features help the products to capture the market, because once a physician appreciates the USP of a product, he would remember it for a long time, because the unique feature satisfies a need of the consumer, which a ‘me-too’ product is not capable of doing, being an initiation.
Some of the USPs of products are:
Presenting product in a novel drug delivery system: Women patients of chronic osteoporosis have to suffer side effects such as hot flushes and thromboembolism when taking salmon calcitonin via oral route, which are responsible for its poor dosage compliance. Hence, Novartis presented Miacalcic nasal spray (salmon calcitonin) as a novel nasal spray which minimises the side effects because the oral route is by passed. The USP of Miacalcic nasal spray can be said to be its presentation as a novel delivery system.
Similarly, Mankind’s Nobel tablet (nimesulide in betacyclodextrine) improves its bioavailabilty as it forms a complex of nimesulide and betacyclodextrine, benefitting the patient.
Herbal origin of a product: In case of Universal Medicare’s product Eleve capsule (hypericin), the fast that its active ingredient is derived from a herbal source is used as its USP.
Similarly, Ajanta Pharma’s Carofit capsule uses natural carotenoids as its USP.
Better dosage compliance: Ranbaxy’s Cifran OD has its once-daily dosage as its USP.
Similarly, Lupin recently launched Ceff ER 750 mg (cephalexin extended release) for better dosage compliance, which too has once daily dosage as its USP.
Introducing drug in a novel galenical form: Cipla presented Predone syrup (prednisolone syrup), viz. predinisolone in a liquid form for the first time in India. The drug is tolerated better in syrup form by children, as compared to the form of crushed tablet. This is the USP of the product.
Technology for better quality: Fresenius Kabi and Core Parenterals, both use FFS (form-fill-seal) technology to manufacture intravenous injections of dextrose and sodium chlorde, thereby ensuring a best quality product, which is its USP.
Delaying the onset of injection: HMR’s Cetapin tablet (metformin 500mg) relies on the ability of the drug to delay the onset of insulin injections in the patient. This works as the USP of the product, because many diabetic patients hate injections.
Similarly, Franco-Indian’s Cilment tablet (glipzide + metformin) too uses the same USP.
Suresh Sukeja is a Pune based writer.