Presentation on theme: "CHEMOPREVENTION FOR LIVER CANCER: MARKETING AND ETHICS"— Presentation transcript:
1CHEMOPREVENTION FOR LIVER CANCER: MARKETING AND ETHICS Organization of presentationMarketing: an overviewComponents of marketingObjective of the sectionMarket sizeMarket analysisMarketing strategyEthical issuesSummary
2Why do we need to care our health? Complex issue-associated with different factorsFigure: Health linkage and dynamicsSource: MoPH, 2004
3Marketing: an overview A process to introduce products to the consumersConducts research and analyzes the consumer needs and demands (Market research)Caters the needs of consumers by developing products and providing services (Marketing plan)
4Objective of the section To introduce and promote the sales of newly manufactured chemopreventive herbal food supplement for prevention of liver cancer
5Components of marketing Why do we do?Launching of the productAdvertising and publicitySales promotion and distributionWhat does it require?PricingNaming and labelingMarket researchMarketing plan
6What do we need to know? “MARKET SIZE” Why? The ultimate determinant of production and distributionDetermines the economical viability
7Market size General information Target population (country): Thailand, 64 millionAge structure:0-14 years 22%15-64 years 70%over 65 years 8%Population growth rate: %Life expectancy at birth: years (all)(male: years and women: years)Literacy rate: %(CIA, 2006)GDP growth rate:7.0% (estimated)GDP per capita income: US $2,221(NESDB, 2003)(CIA- Central Intelligence Agency; NESDB- Office of National Economic and Social Development Board)
8Liver cancer incidence 430,000 new cases worldwide (WHO, 1999).Three quarters of which is in Southeast Asia alone.Frequency: Southeast Asia and sub-Saharan countries-30/100,000 population/year; 5/100,000 population/year in Europe and AmericaThailand: 11,868 new cases (ASR=37.4/100,000 population in males, ASR=15.5/100,000 in females) in 1993 (Petcharin, et.al., 2004).(ASR= Age-standardized incidence)
9Existing practices of treatment Highly sophisticated treatment facilities, not affordable by everyone;SurgeryChemotherapyRadiation therapyImmune therapyVaccine therapyLiver transplantationNote: options are dependent on the stage and severity of underlying disease.
10Cost associated with liver cancer treatment Calculation:Incidence (male+female) = 53/100,000Incidence in whole population = 33,920 (Total population at present is 64 million)Treatment cost for 1 patientDiagnosis costService charge=Doctor’s fee=Other associated costs =(Nurse/ Medical officer’s fee)Sub total (A) =
11Calculation (contd.) Treatment cost (eg; chemotherapy) Service charge =Doctor’s fee =Other associated cost =Cost of drug used = dosage x unit priceSub total (B) =Total treatment cost required (C) = No. of chemotherapy cycles x BCost per 1 incidence of liver cancer (D) = A+CCost for whole population = D x Estimated incidence in whole population.
12Risk Factors Hepatitis B virus infection Hepatitis C virus infection Aflatoxin B1 contamination in foodAlcohol consumptionCirrhosisBest Approach?Prevention!
13Prevention strategies for Liver cancer HBV vaccinationReduction in aflatoxin consumptionImprovement in diets and lifestyleChemoprevention: Oltipraz, Chlorophyllin; Natural products (cruciferous vegetables-cabbage, cauliflower, broccoli sprouts, etc.); Products organic-Oxygenze, Alfalfa leaf powder.(Source: John, 2006; Supplementary information)
14Market analysis Income status Huge gap between rich and poor Highest income group: rising from 49.8% in 1962 to 56.7% in 1996Lowest income group: falling from 7.9% in 1962 to 4.2% in 1996Expenditure on healthIs in rising trendRising from 3.8% of GDPin 1980 to 6.1% (US $124per capita) in 2002Figure: Expenditure on drugs and health in relation to GDP,Source: MoPH, 2004
15Health insurance policy 30-Baht health care policy of the governmentImplementation of universal health care policy since 2001;The health insurance coverage increased from 71.0% in 2001 to 94.3% in 2004;73.5% under the universal health care scheme; 5.7% are uninsured.(Source: MoPH, 2004)
16Marketing strategyMarket research (shopping habits, lifestyles, potential buyers, wants, price, market barriers & competitors)Marketing plan (consumers: products, services they want, promotion and advertising strategies)Factors influencing the market (Govt. policy, distribution channel)Assessment of accessibility
17Customers of preference HBV carriersChildrenGeneral publicBoth urban and rural dwellersHow do they know?Promotional activities
18Promotional strategies Publicity and advertisements prior to the launchingPoster/pamphlet productionsTele-broadcasting/ radio programmingDissemination of information through internet and websitesFree distribution upto limited number of customer (first come first serve basis) during launching periodMembership scheme and discount facilitiesCounselingRisk associated with liver cancerCost associated with liver cancer treatmentBenefits of using the products
19Why herbal chemoprevention? Vaccination- not enough for all, not able to reach to the poorNo vaccine for HCVEasy availability, easy to usePsychologically acceptableNo side effects
20Ethical issues ‘Prevention is better than cure’ because: It saves human being from the onset of dreadful diseaseHelps provide longer and healthy lifeSaves large amount of money- helps entire nation in revenue generationEarly detection is the best approach to control liver cancer as it:Helps in reduction of incidence and mortalityMakes treatment more effectiveImproves life for cancer patient and their families
21Ethical issues (contd.) Ethics of chemoprevention clinical trials are much complicated especially when normal human beings are used and for the reasons that:it lies at the intersection of different approaches to the management of disease and the promotion of health;several conflicting perspectives are competing in these trials; andmultiple values play a role in determining the nature and magnitude of the risks and benefits.Products and product quality assurance-approval from National FDAConsumers will be benefited by getting balanced dosageAdvantage over vaccination-will reach to the poor
22SummaryMarketing- introduces products, analyzes and caters the consumer needsMarket size- the determinant of production, distribution and economical viabilityThailand- 64 million (total population) with 11,868 new cases of liver cancer (1993 data)Highly sophisticated treatment facilitiesPrevention- the best approach both ethically and economically.