RIVO-75

(acetylsalicylic acid)
 Platelets
► Platelets are released
by special cells in the
bone marrow
“megakaryocytes”.
► Platelets are circulating
as small discs in the
blood, they are
responsible for
homeostasis “the
stoppage of bleeding”
and maintaining the
endothelial lining of the
blood vessels. Life span
7 to 10 days.
 Role of platelets
Platelets responds to
vascular trauma by
“activation process”.
Activation process takes
place in three main
steps:
► 1-Adhesion of platelets to
the site of injury.
► 2-Release of intracellular
granules (chemical
mediators that cause the
aggregation of the platelets
together).
► 3-Aggregation of the
platelets.
 Mechanism of
coagulation
► Chemical mediators eg: “Thromboxane
A2 (TXA2),ADP, serotonin”. Produced
by activated platelets has
prothrombotic properties by
stimulating activation of new
platelets as well as increased platelet
aggregation.
 Platelet Aggregation
Inhibitors
There are different therapeutic groups
that can be used for inhibiting the
platelets aggregation.
► 1-Theinopyridine “Clopidogrel”
► 2-Dipyridamole
► 3-Cilostazol
► 4-NSAIDS
 Clopidogrel “Plavix, Stroka”
Mechanism of action:
► Irreversible blocking of ADP receptors on the
platelets.
Side effects:
► Severe bleeding “in nose, stomach and
urine”.
► Agranulocytosis “lack in formation of WBC”
► Diarrhoea, hallucination, confusion,
decrease in blood pressure and joint pain.
► Skin disorders such as rashes and itching.
 Dipyridamole “Persantin”
Mechanism of action:
► It is a vasodilator that inhibits platelets
aggregation by inhibiting cAMP uptake
in the platelets.
Side effects:
► Due to vasodilator effect it cause
hypotension, hot flushes and
tachycardia.
► Hypersensitivity reactions such as
severe Bronchospasm, rash and
urticaria.
 Therapeutic line of our
drug
(NSAIDS)
RIVO-75 is our
drug with active
constituent (acetyl
salicylic acid), which
has antiplatelet
aggregation effect
at low
concentrations(75-
100 mg\day).
 Mode of action
► RIVO-75 blocks Thromboxane A2
synthesis from arachidonic acid in
platelets by irreversible acetylation
and inhibition of cyclooxygenase (Cox
enzyme).
► The inhibitory effect is rapid and lasts
for the life of the platelet (7 to 10
days).
. Indications:
1.Cardio-vascular and Cerebral
treatment:
► Prophylaxis against intra-arterial
thrombosis.
► Prophylaxis against transient cerebral
ischemic attacks.
► Prophylaxis against myocardial
infarction.
► Reduce mortality in post myocardial
infarction patients.
► Treatment of Unstable Angina.
► Prevention of atherosclerosis.
 Effect of platelets in
atherosclerosis
► Platelet aggregation -- and
thrombosis -- after Type II
injury are thought to play
key roles in the progression
of atherosclerosis.
►   Platelets release growth
factors that stimulate
migration and proliferation
of smooth muscle cells and
also contribute to the
formation of sub endothelial
"fibrointimal lesions" and
possibly to formation of the
outside capsule of
predominantly "fatty
lesions".
 Indications: (Cont.)

2. Gynecological treatments:
►Treatment of preeclampsia and
in prophylaxis from threatened
abortion during pregnancy.
►In post-menopausal women to
increase the elasticity of the
arteries.
 Indication (Con’t)
► ForGP : Aspirin is recommended for
people above 40 years as it lowers the
rates of heart attacks, strokes and
even reduces the progression of some
types of cancers “colon cancer”. And
even reduce the progression of
Alzheimer’s disease.
 Pharmacokinetics
the effect of the body on the drug

► Absorption:
It is rapidly absorbed as such from
stomach and upper part of small
intestine. Minimal local irritation effect.
► It is rapidly hydrolyzed
Cox
H2O Rivo (active)

acetate
Acetylated Cox
Salicylic (inactive)
acid
Rapid onset of action
 (Con’t)
► Metabolism: Metabolized in the Liver
by the conjugation with glycine and
glucoronic acid. Bound to plasma
proteins (albumin) 80%
Long duration of action, can be used
For patients of liver disorders

► Excretion:Mainly by the Kidney

through the urine.
Rapid excretion of free radicals
 Pharmacodynamics
the effect of the drug on the body

► Rivo-75cause irreversible acetylation of

cyclooxygenase enzyme.
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Marketing plan
If u don’t have a goal you will never
achieve
 Goals
All Goals must be SMART
Specific
Measurable
Achievable
Reliable
Time framed
 Feature vs Benefits

► Long duration of action as RIVO

cause irreversible acetylation of Cox
enzyme and bounded to plasma
proteins , more tolerable for patients.
► Rapid excretion, rapid elimination of
toxic free radicals.
► Less side effects ,More safe than any
other group.
► More potent than Dipyridamole as it is
used conjugated with RIVO.
► Chewable with orange flavor (unique).
 Competitors of the same
group
L.E Conc. Pack. Comp. Trade Name

1.75 75 mg 30 T. Adco Rivo 75

2.00 75 mg Cid Aspocid Infantile

20 T.
1.25 150 mg Cid Aspocard
1.00 75 mg Ramida Aggrex 75
7.50 75 mg Multipharm Ezacard
10 100 mg Bayer Aspirin protect
1.25 81mg 30 T. Unipharm Aspico
 IMS data
► Aspocid 75mg 2,261,000 unit till
year 2007
► Aggrex  999,000 unit
► Rivo-75mg  (712,000 – 531,000 –
415,000) in years 2005 – 2006 – 2007
respectively.
 TCG ( Target customer
group)
TARGET AUDIENCE:

1-IM
2-CARDIOLOGIST
3-GP
4-Gyn.
 Positioning

The most trusted BRAND NSAID

medication for the treatment and
prophylaxis of cardiovascular and
cerebral attacks .
THANK YOU