Abstract

THE CASE STUDY OF AMLODIPINE: MARKETING, FROM BLOCKBUSTER INTRODUCTION TO GENERIC MATURITY

Pravesh Kumar Gupta*, Devashish Jena and Tanvi Singh

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Abstract

Amlodipine is one of the most commonly used calcium channel blockers (CCBs) for the management of hypertension and angina pectoris. It works through blocking the entry of calcium ions into vascular smooth muscles and heart muscles, leading to vasodilation, lowering vascular resistance, and decreasing demand for myocardial oxygen. It results in enhanced blood flow and lowering of blood pressure. Amlodipine's pharmacokinetic profile is one of prolonged half-life enabling once daily administration and good tolerance in the majority of patients. The efficacy of the drug in lowering systolic and diastolic blood pressure has been proved in numerous clinical trials, demonstrating its efficacy in the control of both primary and secondary hypertension. Further, amlodipine has also been proven to be useful in the management of chronic stable angina and vasospastic angina, with research showing that it increases exercise tolerance and decreases the number of anginal attacks. The tolerability profile of amlodipine is generally good, with peripheral edema, dizziness, and headache being frequent side effects. Severe hypotension or cardiac events are rare adverse effects. It is commonly used alone or with other antihypertensive drugs to maintain optimal blood pressure control. Overall, amlodipine is still a cornerstone of treatment for cardiovascular disease, both in terms of efficacy and convenience, through its long-acting form and safe profile. More studies continue to expand its indications in various clinical uses, including heart failure and diabetic complications.

Keywords: Amlodipine, Pharmaceutical Marketing, Drug Lifecycle Management, Generic Drugs, Patent Expiry, Marketing Strategy, Pharmaceutical Industry.