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I-Dew Mega Training manual
What is I-Dew Mega?
I-Dew Mega are soft gelatin capsules containing Omega
3 fatty acids (i.e. EPA and DHA) and Vitamin E.
The concentration of EPA is 180mg and DHA is
120mg, therefore the total amount of Omega 3 is
300mg
The concentration of Vitamin E is 25mg
What is it used for?
I-Dew Mega capsules are used for:
-Dry Eye Comfort and Healthy Tears
-Pre and Post-Operative Dry Eye Treatment
-Dry Mouth Symptoms
Normal Dosage is 1-2 capsules a day depending on
severity of dry eye or dry mouth.
In case of eye surgery patients (especially those who are
at risk of dry eye) can start taking I-Dew Mega up to 3
days before surgery and anytime up to a month after
surgery.
I-Dew Mega tablets are very safe for long-term use and
can even be taken life-long if required.
What is the difference between normal eye supplements
and Omega-3?
Omega-3 is the most scientifically researched
supplement in ophthalmics with the highest number of
positive results. No other supplement comes closer when
it comes to use in ophthalmics. Omega-3 (EPA and
DHA) has been shown to be specifically effective in
providing comfort from dry eye symptoms and
maintaining healthy tears.
Normal eye supplements (such as antioxidants and
vitamins) although very useful as general eye nutrients,
have limited research for use in specific eye conditions
such as dry eye disease. This gives omega 3 the X factor
compared to other nutrients.
How does Omega-3 work in Dry Eye Disease?
Old Definition of Dry Eye Disease: Deficiency of tears leading
to symptoms of redness, irritation, grittiness and vision
disturbances.
New Definition of Dry Eye Disease: “Dry eye is a
multifactorial chronic disease of Tears and ocular surface
that results in symptoms of discomfort, Visual disturbance,
and tear instability with potential damage to the ocular
surface. It is accompanied by increased osmolarity of
the tears and inflammation of the ocular surface”
This means that Dry Eye Disease is predominantly a
long-term inflammatory disease of the ocular surface,
where deficiency of tears is just one problem.
To successfully treat dry eyes you not only need a
lubricant/Osmoprotectant (e.g. I-Dew, Lacryl, LOC
Tears, etc.), but also an anti-inflammatory agent that
targets the underlying cause of Dry Eyes.
The safest and most effective ophthalmic antiinflammatory for Dry Eye Disease is Omega-3.
Omega-3 consists of two molecules
1) EPA – Eicosapentanoic Acid
2) DHA – Dexosahexanoic Acid
Both these molecules target specific harmful
inflammatory agents such as TNF-alpha and Interleukins
in the eye.
In Dry Eyes it is the TNF-alpha and Interleukins that
cause most of the problem. These harmful agents causes
damage to the lacrimal glands and ocular surface (i.e.
cornea and conjunctiva), which in turn reduces tear
secretion, destabilises tear film and increases tear film
osmolarity. All this leads to dry eyes symptoms and
drives ocular surface disease.
Omega-3s (EPA and DHA) therefore block the effects of
these harmful agents and increases tear secretion,
protects the ocular surface and lacrimal gland and keeps
the eye surface healthy. This leads to comfort from dry
eyes symptoms and maintains healthy tears.
So conditions can Omega-3s be used for?
Omega-3s are very effective for all severities of Dry
Eyes. It is particularly effective when used preoperatively and post-operatively.
As you may already know any eye surgery e.g. cataract,
LASIK, etc. can lead to dry eyes symptoms. Research
has shown that using omega-3 supplements up to 3 days
before surgery can in fact reduce the severity of postoperative dry eye. On the other hand using these
supplements post-operatively (upto a month after
surgery) will substantially reduce any dry eye symptoms
and give patients more comfort.
Therefore Omega-3s are the most important supplements
that a doctor can prescribe just before and after any eye
surgery. The only other supplement that a doctor could
prescribe apart from Omega-3s are anti-oxidant eye
drops (such as our very own Oxymoist Eye Drops).
What makes the I-Dew Mega formulation special?
I-Dew Mega is a unique soft-gelatin capsule formulation
that has been developed exclusively in the UK (at our
ERC laboratory). The formulation is specially designed
to deliver the correct levels of Omega-3 exclusively for
ophthalmic use.
I-Dew Mega contains completely ‘odourless’ and the
highest purity Omega-3 that is specially imported.
What else does I-Dew Mega contain?
I-Dew Mega also contains Vitamin E.
Vitamin E has a synergistic effect with EPA and DHA,
so the combination works even better to control dry eye
symptoms.
What promotional materials are being provided to launch
I-Dew Mega?
1) Leave Behind Visual Aid (LBVA) – This is the
first time we have produced a 6-page visual aid
that will be left behind at the doctors surgery.
2) Research article
3) I-Dew Mega paperweight gift item
How do I promote I-Dew Mega?
1) LBVA detailing
The LBVA needs to be detailed in a specific manner to
the doctor.
For more info see the ‘I-Dew Mega Training DVD’ sent
to you or visit www.youtube.com/234332
a) When the LBVA is originally folded the first page
says ‘Its time to Go’. Say this while showing the
page to the doctor.
b) Then unwind the LBVA so that the ‘MEGA’ slides
face the doctor. And say… ‘MEGA’. The ‘MEGA’
slides will cover the entire length of the doctors
table.
c) Then fold back and reverse the LBVA, and detail
the remaining 5 pages in a clear and proper manner.
If you do not detail the LBVA in this manner it simply
won’t have the same effect and you will not be able to
promote it in the correct manner.
2) Handing Out Research article
Hand out the research article after detailing and gift-item
hand-out and explain to them that this research article is
direct evidence to support the use of omega-3
supplements for dry eyes disease.
3) Handing Out gift item
The gift item is a customised I-Dew Mega acrylic
paperweight that is considered a premium item. You
have to make sure that this paperweight is kept on the
doctors table and is in use before you leave the
dispensary.
4) Summarise the USPs – all 6 of them
1) Formulation exclusively developed in the UK
2) Specially optimised for ophthalmic use
3) Contains ‘Odourless’ and ‘Highly Purified’
Omega-3 source that is specially imported.
4) Has synergistic effect with Vitamin E
5) Scientifically proven to improve dry eye
symptoms
6) Highly effective for pre-operative and postoperative use
5) Co-marketing
If I-Dew Mega is taken along with our lubricants
drops (e.g. I-Dew, LOC tears, Lacryl) then the
effect on dry eyes is even more powerful as your
not only lubricating the eye but also treating the its
route cause (i.e. inflammation) , therefore patient
can get maximum benefit.
Therefore every doctor who writes I-Dew eye drops
(or any other Entod dry eyes drops) should also
write I-Dew Mega on the same prescription.
6) Promote Company Image
Firstly Emphasise on Quality!!!
‘Doctor… Entod is a WHO GMP certified company
where medicines of an international quality are
manufactured’
You may ask doctors to try I-Dew Mega on their patients
and give us honest feedback of its effectiveness by
emailing [email protected] so Mr. Nikhil
Masurkar can directly reply to them. They can also email
this address if they want further information on the
product.
Then emphasise on company image!!!
1) ‘Doctor. Entod today is an international research
based pharmaceutical company. Our sister
company Entod Research Cell (UK) Ltd. provides
us international scientific and technical assistance
to help us design and develop products to an
international standard’
2) ‘Doctor. We have started exporting medicines to
several countries in South-East Asia and East
Africa’
1) ‘Doctor. We are not some small time company in
the market to survive just today. We are here to
stay for the long-term! Other companies will come
and go. We will always be there for you!’
2) ‘Doctor. We are a company with a BIG vision, that
is to be market leaders, to continuously innovate in
ophthalmology and to advance ophthalmology
practice in India and beyond.’
Ask doctors to see our website during this stage.
Friends….if you get the above points across to the doctor
in your own style or language and make good use of your
personal relationship with the doctor then I-Dew Mega
will create a dhamaka in the market.
What does the name I-Dew Mega signify?
‘I-Dew’ brand name is already popular whereas ‘MEGA’
signifies something GREAT or BIG. We want to
communicate to the doctor that Omega-3 is the most
researched and most effective supplement in
ophthalmics. We want to be the first company in India to
promote use of Omega-3 in dry eyes in a BIG way.
Nikhil Masurkar’s personal ambition is to make I-Dew
Mega a ‘monopoly’ Omega-3 brand for ophthalmics.
This is possible if we promote it in the above way!
Why would a doctor NOT prescribe I-Dew Mega?
1) They may not be convinced about the effectiveness
of omega-3 in dry eyes- Prove them wrong by
showing them the research article
2) They may think that omega-3 has a naturally bad
odour - Prove them wrong by removing the capsule
from the blister and asking them to smell it
themselves. Our Omega-3 in I-Dew Mega is
completely odourless.
3) They may think that our MRP is higher than a
particular competitive brand - Prove them wrong by
telling them that ours is the only omega-3
formulation specially designed for dry eye use.
Other competitor brands (that may be cheaper) have
omega-3 but they are not marketing it for dry eyes.
Also they do not have the correct optimised levels
of omega-3 that is suitable for dry eyes and
ophthalmic use. Also these competitor brands are
not formulated to the same international standard. IDew Mega has the correct levels of omega-3
needed for dry eye use.
Final Promotion points
Use your experience and read this manual properly so
you understand how to communicate with the doctor.
Wishing you the best of luck.
I-Dew Mega Quiz
Name of SPO:
Territory:
Date Completed:
Choose the correct answer:
1) I-Dew Mega is a combination of:
a)
b)
c)
d)
Omega-6 and Omega-3
Omega-9 and Vitamin E
Omega-3 and Vitamin E
Homeopathic Omega-3 and Vitamin K
2) Omega-3 consists of the following two molecules:
a) EPA and Vitamin C
b) EPA and DHA
c) ERC and ENT
3) The concentrations of EPA and DHA in I-Dew Mega are:
a)
b)
c)
d)
180mg and 120mg
180mg and 300mg
300kg and 5000kg
120mg and 300mg
4) Omega-3 works in Dry Eye as a result of its:
a)
b)
c)
d)
Lubricant action
Osmoprotective action
Anti-inflammatory action
Anti-glaucoma action
5) I-Dew Mega can be prescribed for: (choose 3 options)
a)
b)
c)
d)
Dry Eye Comfort and Healthy Tears
Pre and Post-Operative Dry Eye Treatment
Dry Mouth Symptoms
Dry Throat Symptoms
6) Omega-3 in I-Dew Mega is:
a)
b)
c)
d)
Tasteless
Odourless
Expensive
Colourless
7) Vitamin E has the following effect in I-Dew Mega:
a)
b)
c)
d)
Synergistic
Additive
Exponential
Placebo
8) The I-Dew Mega formulation is special because:
a) It is developed in the UK and specially designed for
ophthalmic use
b) It is developed in Nigeria and is a gimmick
c) It is developed in India by our competitors
d) It give us big margins
9) I-Dew Mega can be co-prescribed by the doctor along with:
a)
b)
c)
d)
Competitor brand
I-Dew and other Entod Dry Eye brands
Crocin
Diet Coke
10) How many USPs does I-Dew Mega have:
a) 5
b) 7
c) 1
d) 6
11) Please write down the correct answer from the ‘I-Dew
Mega Training DVD’: