Page 27 - BRAND BOOK FIXAPROST
P. 27
f Product positioning
TARGET STRATEGY
KEEP THE ADVANTAGES OF PRESERVATIVE-FREE
IN GLAUCOMA TREATMENT
Strategy Product
• Add 2 drug/combination • Switch from preserved to PF • First add 2 and then
nd
nd
therapy (EGS guidelines) Fixed combination subsitute if target IOP
• Benefit of strong ophthas » Same efficacy reached (EGS guidelines)
relationships for Monoprost ® » Better tolerability • Preservative-free = better
» Hybrid status tolerability
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