Research for Bayer Pharmaceuticals

1. BayerYaz-Yasmin The history of Bayer is a long and successful history filled with milestones that date back to 1863 when, Friedrich Bayer and Johann Friedrich Weskott established a dyestuffs factory in Barmen Austria. Today, Bayer HealthCare, a subsidiary of Bayer AG, successfully profits sales of more than 10 billion Euros, which translates into more than 10 billions dollars in the United States, in a given year. In the beginning in the late 1800’s the development of the painkiller Asprin was created and launched in 1899 In 1939 a Bayer scientist was issued the Noble Prize for Medicine when he discovered the antibacterial effect of the sulfonamides with Prontosil. (www.Bayer.com)

2. As illnesses around the world in the late 1800’s spread, Bayer answered with the development of the painkiller Asprin in 1899 In 1939 a Bayer scientist was issued the Noble Prize for Medicine when he discovered the antibacterial effect of the sulfonamides with Prontosil. (www.Bayer.com) Bayer continued producing life saving drugs that today is divided into four subsidiaries focusing on, veterinary medicine, over the counter medicines, diabetes medications, and specialty pharmaceutical area’s like gynecology and its products Mirena, Angeliq, and specific to this presentation Yasmin or YAZ in the United States

3. June 24, 2008 – Bayer and Barr Laboratories Inc. signed a supply and licensing agreement for Yasmin and YAZ for the United States.

4. Yasmin-Yaz YAZ is the first and only combined oral contraceptive (COC) with 3 indications. YAZ works as a COC that helps reduce the hormonal fluctuations that occur the week before a woman's period. YAZ is the only COC that is also approved by the FDA to treat premenstrual dysphoric disorder (PMDD), the most severe form of premenstrual syndrome. YAZ has also been approved in the treatment of moderate acne in women at least 14 years of age, who have no known contraindications to oral contraceptives (OCs) and have achieved menarche. Acne is a skin disorder with a multifactorial etiology that includes androgen stimulation of sebum production.

5. How does Bayer AG utilize marketing as a profit generating tool? Bayer HealthCare, a subsidiary of Bayer AG, successfully profits sales of more than 10 billion Euros, which translates into more than 10 billions dollars in the United States, in a given year. Profit are a direct result of successfully marketing, both, its pharmaceutical products and its medical services, devices, and technology Bayer has more than 34,000 employees involved in the developing, manufacturing, and marketing a massive line of products for preventing, diagnosing, and treating diseases. What is the secrete behind Bayer’s Strategic Marketing Techniques? (www.mybayerjob.com)

6. Marketing According to resources, marketing “is the process of interesting potential customers and clients in your products and/or services.” ( www.about.com) Marketing involves researching, promoting, selling, and distributing your products or services. For Bayer, strategic marketing plans based on researched geographic analysis, customer analysis, environmental factors, income analysis, and specifically speaking, are the most influential factors for YAZ and YAZ usage when family planning. Marketing Yaz in countries like the Middle East or India, is far different than marketing YAZ in the United States or Great Britain Marketing YAZ in the United Sates or Great Britain involves important factors that vital in the marketing of YAZ

7. Contraceptive Use in America

8. Pharmacotherapeutics Yasmin and YAZ provide an oral contraceptive regimen consisting of 21 and 24 active film coated tablets respectively, each containing 3.0 mg of drospirenone (DRSP) and 0.030 and 0.020 mg of ethinylestradiol (EE) respectively in addition to 7 and 4 inert film coated tablets respectively. Yasmin and YAZ are highly protein bound; approximately 98%. DRSP is metabolized to pharmacologically inactive acidic-DRSP and 4,5-dihydrodrospirenone-3-sulfate; only to a minor extent by CYP3A4 in the liver. Drospirenone, is a progestin and, also a spironolactone analogue with antimineralocorticoid activity. *Absolute bioavailability of DRSP from a single entity tablet is about 76%, while that of EE is approximately 40% largely due to presystemic conjugation and first-pass metabolism. The extent of absorption for both Yasmin and YAZ following single administration of two tablets each was slower under fed (high fat meal) conditions with the serum Cmax being reduced about 40%.

9. Contraindications . Both Yasmin and YAZ are contraindicated in patients with hepatic dysfunction or with renal insufficiency. The latter conditions result in higher mean exposure to DRSP and a potential for hyperkalemia in patients with renal impairment whose serum potassium is in the upper reference range to begin with and who are also using potassium sparing drugs. * Major adverse effects are breast fullness, depression, dizziness, edema, headache, nausea and vomiting. The most serious side effect of OCs is cardiovascular disease (i.e. thromboembolism, thrombophlebitis, hypertension, increased incidence of myocardial infarction and cerebral and coronary thrombosis).

10. Non-Pharmacological Effects of Yaz Non-contraceptive health benefits of YAZ® Effects on menses: increased menstrual cycle regularity; decreased blood loss and decreased incidence of iron deficiency anemia; decreased incidence of dysmenorrhea Effects related to inhibition of ovulation: decreased incidence of functional ovarian cysts; decreased incidence of ectopic pregnancies Effects from long-term use: decreased incidence of fibroadenomas and fibrocystic disease of the breast; decreased incidence of acute pelvic inflammatory disease; decreased incidence of endometrial cancer; decreased incidence of ovarian cancer. www.bayer.com