Thursday, July 29, 2021

Otsuka ‘Big Kidney’ campaign targets HCPs in bid to shift diagnostic standards


Changing physicians’ behavior is a tall order. So Otsuka is using a giant kidney to get their attention.

The “Big Kidney, Big Problem” awareness campaign targets doctors who treat people living with autosomal dominant polycystic kidney disease (ADPKD). Otsuka’s message? Take a more proactive approach to tracking disease progression.

The campaign makes the case that monitoring kidney function through typical blood tests for estimated glomerular filtration rate (eGFR) is not enough. Measuring kidney size—through ultrasound, MRI or CT scans—is a better indicator of disease progression.

Webinar

Using AI and RWD to Uncover Rare Disease Insights, Accelerate Commercialization and Improve Patient Outcomes

Wednesday, March 24 | 2pm ET / 11am PT

Learn how IPM.ai transformed real world data into real world insights to assist Audentes in their development of AT132 for the treatment of XLMTM. The session reviews how IPM.ia and Audentes collaborated to uncover the XLMTM patient population.

“It’s underutilized, but it’s a very good marker for which patients are at risk for rapidly progressing disease,” Louis Allesandrine, VP and business unit head for nephrology and medical devices, adding the campaign’s “call to action is to take an image and understand how big a kidney is.”

RELATED: Otsuka takes to YouTube, film and more to tackle the emerging mental health pandemic

ADPKD is a rare genetic disease that causes renal cysts to grow in the kidneys over time. Lifetime progression varies by individual and cysts can multiple rapidly and go undetected by eFGR tests. That’s because healthy nephrons in the kidney tend to overcompensate for damaged ones in early stages of the disease causes eFGR to appear normal.

Otsuka’s Big Kidney campaign website includes detailed information and resources—such as a Mayo Clinic Imaging classification chart for ADPKD—for physicians which includes the primary target specialty group nephrologists, but also primary care doctors, for instance, who may treat families with multiple members with the genetic condition.

“It’s a rare disease, and many physicians will have only one or two patients. If you can imagine on any given day all the different patients they’re seeing, it’s tough for some HCP to stay up on what are the most relevant things to do with testing,” Alesandrine said.

RELATED: Otsuka beats back Novartis opposition with $15M purchase of smart pill developer Proteus

Along with the website and plans for virtual booths at future medical conferences, Otsuka will use social media including YouTube and Twitter to reach doctors.

While the campaign is unbranded, Otsuka’s Jynarque is approved to treat rapidly progressing autosomal ADPKD. The V2-receptor antagonist was approved by the FDA in 2018, and Otsuka’s year-end 2020 financial report notes “in the U.S., the number of prescriptions for ADPKD has increased smoothly as efforts to raise awareness of the disease” spurred both disease and product awareness.

Jynarque and Jinarc, as it is known outside the U.S., notched 2020 sales of ¥79,989 million ($750 million), an increase of 39.6% over 2019 sales.



Source link

Stay Connected

1,605FansLike
11,000FollowersFollow
342FollowersFollow
775FollowersFollow

Latest Articles

Covid’s second wave proves lethal for pregnant women

At SVP Hospital in Ahmedabad – one of the major Covid-19 hospitals of the city – 148 pregnant women with Covid-19 infection were admitted...

7 Tips to Keep Your Gut Healthy

This is common to say health (and illness) starts in your gut. If you have poor gut health, you’ll experience anything from wrinkled skin, to...

SII making first batch of Covovax: Poonawalla

The first batch of Covovax, a Covid-19 vaccine developed by Novavax Inc, is being manufactured at the Serum Institute of India's Pune facility, SII...

Sputnik V is safest among all Covid-19 vaccines, no deaths recorded: Buenos Aires study

A study by the Buenos Aires Ministry of Health to monitor the safety of the Sputnik V vaccine against Covid-19 confirmed on Thursday that...

Telangana caps Covid treatment charges in private hospitals

Hyderabad: The government of Telangana on Wednesday issued orders fixing treatment and investigation charges for Covid-19 in private hospitals.The state government, which had capped...