Future Health ｜ Zhonghao Pharmaceutical Li Yan: The scenes of pharmaceuticals on psoriasis are widely used

Psoriasis is a representative disease in the field of self -exemption, and is listed as one of the "Top Ten Human Circus in the 21st Century" by the World Health Organization. Repeated recurrences cannot be cured, and as many as 7 million psoriasis patients have been troubled by them for life.

The treatment and research of psoriasis in the pharmaceutical industry have never stopped, and the product pipelines of new targets and new mechanisms have begun to emerge. On June 21, this issue of "Future Health" invited the "Rookie" in the track in the track, as a new player, how it would recognize the future market opportunities and potential competition.

The product of Zhonghao Pharmaceutical Ben Vimod is the only innovative medicine approved in the field of psoriasis in the field of psoriasis in the past 30 years. Li Yan, deputy general manager of the company's marketing, said that Ben Weimod's future must be united rather than competition.

This is related to the pathogenesis of psoriasis. Psoriasis is not fully cured at present, and patients will not only be accompanied by life, but also recur. Generally, patients will replace the treatment plan after recurrence, so the existing treatment plan itself is complicated. A patient may use glucocorticoids, systematic biological agents and even Chinese medicine and phototherapy. In the face of such market conditions, Li Yan believes that various treatment plans need to cooperate to control the symptoms of the disease.

Based on the different characteristics of the product, the space for this combined treatment is widely existed. He takes biological preparations as an example. The existing macromolecular biological agents are used for injections, and it is the overall medication of the system. After the medication, the remote end tissue, such as the residue of skin lesions, has a certain probability of skin lesions. In this case, topical drug products play a good supplement.

In addition, there will be many time windows during the use of biological agents. For example, patients will have a series of examinations before the use of biological preparation treatment, and there will be an waiting period of 1 to 2 weeks in the middle of the drug. There are also small area recurrence in the middle of two treatments like biological agents. During these periods, you can use external medicines to control the symptoms.

For other external drug products, Li Yan believes that there is also room for coexistence. The topic of external drugs is to relieve it. Ben Weimod has a longer relief period compared to other products, and can achieve a 9 -month relief period. However, there will still be recurrence, and patients will change other external drug products. This situation of constant replacement of products will exist for a long time in the external drug market.

For future market opportunities, Li Yan said that now one is to do more expansion in indications and patients. Based on product characteristics, they aimed at the needs of patients under the psoriasis track, such as hormone fear patients and patients who were not suitable for biological agents. In addition, they are also expanding new indications. The current research of specialty dermatitis has entered the third phase of the clinic, and continuous investment will be made in related fields in the future.

At the same time, more knowledge about psoriasis therapy is more popular at the doctor and patients. In the early days, whether it was the public or the medical industry, the attention of psoriasis was not high. Most people's understanding of the treatment of psoriasis still stayed on the small "psoriasis" advertisements of the telephone pole. In recent years, as the products of biological agents have gradually increased, and such products have mature application solutions in Europe and the United States, domestic awareness of this field has improved quickly.

But Ben Weimod's research and development path is not the same as the mainstream direction. It is an external medicine for small molecules non -hormone directions. According to Li Yan, the initial team's research and development direction was super antibiotics. When looking for super antibiotics in 1999, the parasites of experimental insects were found to secrete the characteristics of regulating immunity, antibacterial and anti -inflammatory, and then transformed the research and development direction into psoriasis.

Ben Weimod's third phase of clinical trials were participated in 20 hospitals, but 60,000 medical institutions in China could treat psoriasis. For the original new drugs in China, especially small molecular innovative drugs, in the field of doctors and patients, most doctors and patients have not been exposed to such products.

How to make doctors and patients never understand that Ben Weimod never understands the focus of Li Yan's work. He divided the entire market strategy into three steps. The first step was to make popular science based on the existing medical system and listed the core information of the product. These include specific indications, treatment methods, adverse reactions, etc. to make professional propaganda tools, so that doctors and patients have a basic understanding of the product and complete the process from 0 to 1.

The second step is to open trial opportunities to open trials to a large number of domestic clinical institutions, allowing doctors and patients to verify the efficacy through the real treatment process. This work is long and complicated. Enterprises need to continuously provide patient education and case observation including academic research.

There are many details in the process of landing, such as how to ensure a complete course. Li Yan said that this is a problem that often encountered. In skin diseases, it is difficult to achieve standardized use of foot treatment. For example, Ben Weimod needs to take 12 weeks, but the patient saw the effect from 4 to 8 weeks, and it was easy to stop the medicine later. This situation is like drinking without boiling water, which may affect the long -term treatment effect.

After experiencing the trial stage, the third step is the standardized use. There will be new challenges at this stage. On the one hand, patients who need to expand are increasing rapidly. On the other hand, as the base of the number becomes larger, various adverse reactions will follow. How to deal with the corporate team is a new problem.

In Li Yan's view, the product needs time cultivation.Now that the seeds are planted, they must continue to fertilize it and wait for it to take root and germinate.Since the product was approved in 2019, it has experienced three years.Li Yan said that the early days never learned that the work he knew had been effective.In March 2021, Vimorde was officially included in the national medical insurance catalog, and now trials in some areas.Next, with the support of evidence -based medical evidence, it will gradually promote product promotion in an orderly manner.Author: Yu Shiqi, Zhang Hao

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