Cath Lab Digest – December 2009

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New indication
A new reason to treat with Revatio…

Revatio delays clinical worsening in patients with PAH (WHO Group I)

Sildenafil citrate, sold as Viagra, Revatio and under various other trade names, is a drug used to treat erectile dysfunction and pulmonary arterial hypertension (PAH). It was developed and is being marketed by the pharmaceutical company Pfizer. It acts by inhibiting cGMP specific phosphodiesterase type 5, an enzyme that regulates blood flow in the penis. Since becoming available in 1998, sildenafil has been the prime treatment for erectile dysfunction; its primary competitors on the market are tadalafil (Cialis) and vardenafil (Levitra).

As well as erectile dysfunction, sildenafil citrate is also effective in the rare disease pulmonary arterial hypertension (PAH). It relaxes the arterial wall, leading to decreased pulmonary arterial resistance and pressure. This in turn reduces the workload of the right ventricle of the heart and improves symptoms of right-sided heart failure. Because PDE-5 is primarily distributed within the arterial wall smooth muscle of the lungs and penis, sildenafil acts selectively in both these areas without inducing vasodilation in other areas of the body. Pfizer submitted an additional registration for sildenafil to the FDA, and sildenafil was approved for this indication in June 2005. The preparation is named Revatio, to avoid confusion with Viagra, and the 20 milligram tablets are white and round. Sildenafil joins bosentan and prostacyclin-based therapies for this condition.

More on Wikipedia

Brand name: Revatio
Generic name/category: Sildenafil, PDE5 inhibitors, Citrates
Company: Pfizer
Country/Market: USA, North America
Indication(s)/use: Pulmonary Arterial Hypertension (PAH)
Target: Healthcare Professionals (HCP)
Tagline: Start with confidence
Medium: Print ad
Size/duration: three-page spread
Publication/Aired: Chest – August 2009

Perdida
Si pudieran ayudarse, no te lo pediríamos a ti.
Associacíon Grupo Ermita Alzheimer de Guatemala

Lost
If they could help, we wouldn’t have to ask you.

Agency: Wurmser Ogilvy & Mather, Guatemala
Creative Director: Ramiro Eduardo
Art Director/Photographer: Alex Barrera
Copywriters: Alex Barrera, Ramiro Eduardo

Generic name/category: public service, fund raising, disease awareness
Company: Associacíon Grupo Ermita Alzheimer de Guatemala
Country/Market: Guatemala, Central America
Indication(s)/use: Alzheimer’s Disease (AD)
Target: Consumers (DTC)
Tagline: Si pudieran ayudarse, no te lo pediríamos a ti.
If they could help, we wouldn’t have to ask you.
Medium: Print ad
Size/duration double-page spread, poster
Publication/Aired: 2009