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4 LABORATORY SCALE SPRAY-DRYING OF
LACTOSE: A REVIEW
Lactose is widely used as an excipient for dry
powder lung delivery. This article reviews recently
published work in the lactose spray drying field using
laboratory scale spray dryers.
by Nina Schafroth and Marco Meuri
regulars
3 EDITORIAL COMMENT
21 REGULATORY REVIEW
22 NEWS FROM THE EIPG
23 EVENTS
considerably enhanced in the fluticasone propionate were spray susceptibility towards crystallisation.
presence of amino acids, specifically dried in 10% lactose solution and While the spray dried trehalose was
leucine, phenylalanine and arginine. the resulting size distributions were amorphous, spray dried mannitol
Incorporation of NaCl and its shown to be in the 1-3µm range. At recrystallised5.
relative proportion was also efficient further diluted concentrations, the For nasal administration, an
to control the aerosol properties of Nano Spray Dryer B-90 appeared to agglomeration step is successfully
spray dried rhDNase powders11. The provide very satisfactory results for applied to transform primary spray
presence of NaCl changed the the formulation of submicron dried micro-particles into spherical
morphology and crystallinity of the particles from small sample and flowable agglomerates, as
co-spray dried powders, and this amounts. This novel spray drying shown by Russo et al.14 for
was paralleled by improvement in technology offers promising morphine particles.
the fine particle fraction of rhDNase. perspectives for new pharmaceutical
In particular, in blends with about applications using spray drying. Group C: Large
50µm lactose carrier particles the porous drug
rhDNase particles adhered Group B: particles
apparently in the form of a Small drug A breakthrough in
monolayer to the carrier. and larger inhaled dry
Ely et al.3 produced inhalable carrier powder aerosols
effervescent powders and used a particles research was
mixture of acids such as citric acid The most made with the
and carbonates. Different common development of large porous
ingredients such as ethanol, approach to particles (>5µm) with low mass
polysorbate 80, L-leucine and PEG overcome density (<0.4g/cm3) by Edwards et
6000 were added to the basic the cohesiveness of small particles al.15. It has been shown that larger
formulation to improve the particle is the use of carrier particles particles aggregate less and
size and to achieve an appropriate markedly larger than the drug disaggregate more easily. These
mass medium particle diameter. particles7,11,12. The aggregation large porous particles are
The experiments with the Nano problem is solved by particle size specifically designed to serve as an
Spray Dryer B-90 illustrate the enlargement, which involves an alternative to the conventional small
promising potentials with high additional blending step of the non-porous drug particles (Group
fabrication yields and very narrow small drug particles (active A). They can be manufactured via
size distributions. ingredients, such as budesonide spray drying because of process
The asthma drugs, salbutamol and and formoterol fumarate dehydrate) simplicity, cost effectiveness, and
with large lactose scale-up capability.
carrier particles to By virtue of their larger size, the
improve their flow porous particles have better
through the inhaler2. flowability and are thus capable of
Lactose is the most evading the phagocytic clearance
commonly used carrier mechanism in the lungs, which leads
for Dry Powder Inhaler to an improved therapeutic efficacy
(DPI) formulations, of the inhaled drug.
where it is usually
desired to have a size Group D: Encapsulated nano-
of about 50µm to particle drugs in carrier particles
80µm for this Nanoparticulate
purpose13. During drugs as
inhalation, the smaller therapeutic
drug particles carriers has
separate from the become the
carrier particles and subject of very
are deposited in the active research8. Nanomedicine is an
alveoli. emerging field in the bio-medical
Trehalose and sciences3. Nanoparticles have also
mannitol are also been proposed for pulmonary
known to improve administration to utilise their
protein stability, advantages in drug delivery to the
although the use of lungs4. However, one issue is that
Figure 1(b): Process diagram of the new Nano mannitol in this regard their small size limits their lung
Spray Dryer B-90 with process parameters. is limited due to its deposition. Aerosolised
Spray drying versus jet milling Spray dried nanoparticle powders. Respiratory Drug Delivery. 2008:
571-575.
l Spray drying and jet milling aggregates are capable of serving 10 Li -Y, Neill H, Innocent R, et al. Enhanced
showed insignificant differences in as micrometer-sized carriers of dispersibility and deposition of spray-
fine lactose particle size of the nanoparticulate drugs. This dried powders for pulmonary gene
same formulations13. facilitates the nano-particle therapy. Journal of Drug Targeting
2003;11(7):425-432.
l Spray dried particles showed delivery to the lung for potential 11 Li-HY, Seville PC, Williamson IJ, Birchall
higher dispersibility compared to inhaled drug delivery applications JC. The use of amino acids to enhance
jet milled particles due to in Dry Power Inhalers5,8. the aerosolisation of spray-dried powders
spherical shape and smaller l The Nano Spray Dryer B-90 for pulmonary gene therapy”, Journal of
Gene Medicine 2005;7:343-353.
surface contact area7. provides a novel spray drying 12 Najafabadi AR, Asgharian , Tajerzadeh, H,
l The dissolution and inhalation technique in laboratory scale to et al. The effects of fine lactose as a third
behaviour of spray dried powder is prepare submicron particles for component on aerosolization of
even more advantageous than that pulmonary delivery dry powder cefotaxime sodium from dry powder
formulations. formulations. DARU Journal of Faculty of
of mechanically micronised Pharmacy Tehran University of Medical
powder. Spray dried particles free Sciences 2006;14(3):150-163.
themselves from the large lactose Acknowledgments 13 Chan H-K, Clark, A, Gonda I, et al. Spray
carrier particles as easily as BÜCHI Labortechnik AG thanks all dried powders and powder blends of
scientists listed in the references for recombinant human deoxyribonuclease
mechanically micronised particles7. (rhDNase) for aerosol delivery.
the research carried out on BUCHI Pharmaceutical Research 1997;14(4):431-
Aerosol properties and spray dryers. 437.
14
dispersibility Chidavaenz OC, Buckton G, Koosha F,
Pathak R. The use of thermal techniques
l The aerosol properties and References to assess the impact of feed concentration
dispersibilty of spray dried 1 Arpagaus C, Schafroth N. Laboratory on the amorphous content and
powders can be enhanced by scale spray drying of polymorphic forms present in spray dried
biodegradablepolymers. Respiratory Drug lactose. International Journal of
incorporation of suitable Delivery 2009: 269-274. Pharmaceutics 1997;159: 67-74.
excipients, such as NaCl salt11,19 or 2 Arpagaus C, Meuri M. Laboratory scale 15 Russo P, Sacchetti C, Pasquali I, et al.
amino acids5,9,10 before spray spray drying of inhalable particles: a Primary microparticles and agglomerates
drying, allowing the development review. Respiratory Drug Delivery 2010: of morphine for nasal insufflation. Journal
469-476. of Pharmaceutical Sciences 2006;
of stable and viable formulations 3 95:(12):2553-2561.
Ely L, Roa W, Finlay WH, Löbenberg R.
for pulmonary inhalation. Effervescent dry powder for respiratory 16 Edwards DA, Hanes J, Caponetti G, et al.
drug delivery. European Journal of Large porous particles for pulmonary drug
Amorphous/crystalline structure Pharmaceutics and Biopharma-ceutics delivery. Science 1997;276:1868-1871.
2007;65:346-353. 17 Mosen K, Backstrom K, Thalberg K, et al.
l The rapid solidification in spray 4 Sham JO-H, Zhan Y, Finlay WH, et al. The apparent plasticizing effect of
drying causes lactose in Formulation and characterization of spray- polyethylene glycol (PEG) on the
suspension to become dried powders containing nanoparticles crystallinity of spray dried lactose/PEG
amorphous12. Various polymorphic for aerosol delivery to the lung. composites. European Journal of
International Journal of Pharmaceutics Pharmaceutics and Biopharmaceutics
proportions can be manufactured 2004;269:457-467. 2006;64:206-21.
by selection of the appropriate 5 Kho K, Hadinoto K. Effects of excipient 18 Islam MIU, Langrish TAG. An investigation
feed concentrations. formulation on the morphology and into lactose crystallization under high
l Spray drying process conditions aqueous re-dispersibility of dry-powder temperature conditions during spray
silica nanoaggregates. Colloids and drying. Food Research International
may be utilised to alter the final Surfaces A: Physicochem. Eng. Aspects 2010;43:46–56.
spray dried lactose product, where 2010;359:71-81. 19 Langrish TAG, Marquez N, Kota K. An
the inlet gas temperature has a 6 Seville PC, Kellaway IW, Birchall J C. investigation and quantitative assessment
significant impact on the Preparation of dry powder dispersions for of particle shape in milk powders from a
non-viral gene delivery by freeze-drying laboratory-scale spray dryer. Drying
crystallinity17,21. and spray drying. Journal of Gene 2002; Technology 2006;24(12):1619-1630.
l The presence of polyethylene 4:428-437. 20 Islam MIU, Langrish TAG. The effect of the
glycol promotes crystallisation of 7 Vidgrén MT, Vidgrén PA, Paronen TP. salt content on the crystallization
lactose when the two components Comparison of physical and inhalation behaviour and sorption fingerprints of
properties of spray dried and mechanically spray-dried lactose”, Food and
are co-spray dried12,16,20. micronized disodium cromoglycate. Bioproducts Processing 2008;86:304-311.
l Crystallisation is favoured by a low International Journal of Pharmaceutics 21 Corrigan O-D, Healy A-M, Corrigan O-I.
molecular weight and a high 1987;35:139-144. The effect of spray drying solutions of
8 Hadinoto K, Phanapavudhikul P, Kewu Z,
concentration of PEG16. polyethylene glycol (PEG) and
Tan RBH. Novel formulation of large lactose/PEG on their physicochemical
hollow nanoparticles aggregates as properties, International Journal of
Nanoparticles potential carriers in inhaled delivery of Pharmaceutics 2002;235:193-205.
l Incorporation of nanoparticles into nanoparticulate drugs”, Industrial & 22 Chiou D, Langrish TAG, Braham R. The
Engineering Chemistry Research 2006; effect of temperature on the crystallinity
respirable carrier particles can be 45:3697-3706. of lactose powders produced by spray
a straightforward process when 9 Weiler C, Egen M, Trunk, Langguth P. drying. Journal of Food Engineering 2008;
formulating via spray drying4. Dispersibility of jet milled vs. spray dried 86(2): 288–293.
Freedom of speech in
termination of office without notice is a particular case in accordance with the ECHR
point. Complaints against employers are viewed as a) According to the European Court
significant grounds since these are consistent with failure of Human Rights (ECHR), those
on the part of the employer to comply with the Member States coming under its
jurisdiction are obliged to protect
employment contract until the standard period of notice the right to freedom of speech
has elapsed. This article seeks to clarify whether and to (pursuant to Article 10 of the
what extent the aforementioned behaviour adopted by European Convention on Human
employers is legally permissible and should remain Rights) in dealings between
private persons.6 In the case
devoid of sanctions in accordance with labour law.
where an employee detected
shortcomings in the treatment
Dr. Martin Wesch is an Attorney specialising in Labour and Medical Law and care of the elderly and
email: STR-law@wesch-buchenroth.com subsequently filed a complaint
against the employer, the ECHR
viewed this as a violation of the
Issues the USA are entirely different. A right to freedom of expression
a) The media draws widespread subsidiary of GlaxoSmithKline through the German courts. With
public attention to the fact that (GSK) in Puerto Rico committed the exception in the first instance
there are shortcomings in the itself to criminal proceedings in of the Berlin Employment
treatment and care of the 2010 and had to pay 750 million Tribunal, the courts considered
elderly. Those affected are US dollars in fines and damages the employee’s termination of
looked after inadequately or not for the manufacture and sale of contract without notice to be a
at all. This is often due to staff certain adulterated drugs.2 This legitimate outcome.
shortages fuelled by an refers to the drugs Kytril, b) The ECHR maintains that the
overwhelming desire to make Bactroban, Paxil CR and employee should initially have
profits. In the food industry, Avandamet, which were reported the information to
cattle with BSE or rotten meat produced between 2001 and his/her line manager based on a
are used in food production. 2005. The whistleblower, the loyalty or confidentiality
Allegations of bribery are Quality Control Manager, was obligation.7 Only if this approach
sometimes lodged against major supposed to receive almost 96 proves impossible or fruitless
companies. However, violation of million US dollars of that.3 This should the employee bring this
the employment law can also was based on the False Claims case into the public domain as a
impact upon employers Act of 1863, which allowed last resort. When weighing the
themselves, e.g. if an employee private citizens to take civil action extent of interest, it is important
alleges that the Managing on behalf of the United States to establish whether there would
Director committed a traffic and participate in a productive indeed be public interest in such
violation during a joint business outcome, comparative FDA press a case and whether such interest
trip in order to get the latter’s report dated 26.10.2010, the law would be well-founded. Anyone
driving licence revoked.1 was accepted in civil law in order wishing to pass on the
b) Whereas in Europe such cases to put a stop to the action of information must basically check
give rise to disputes over the fradulent army suppliers. For 10 whether the details are accurate
employer’s right to terminate the months she had repeatedly and reliable. Furthermore, the
whistleblower’s contract without attempted to inform her line damages possibly sustained by
notice, the legal consequences in managers, right up to the GSK the employer should be taken
into account together with the exercising civil rights within the contract on this basis was
reasons for providing the scope of preliminary penal or ineffective.
information and the type of regulatory proceedings providing d) In Germany, the threat of a
sanction. A complaint against that no untruths are knowingly complaint against the employer
shortcomings in the workplace stated and information is not is sometimes viewed as sufficient
can be justified when there are deliberately falsified.8 The grounds for termination of
no grounds to reasonably expect constitutional rights of the contract.12 The employee is not
that in-house grievances will lead employee (in accordance with even covered if he asks a third
to an investigation and Article 2 para. 1 of the said party to deliver the threat on
corrective action. Evidence must Constitution and the his/her behalf. If the employee
be substantiated and should not fundamental right to general has initiated or at least approved
be knowingly or deliberately freedom of action, in conjunction of the threat, termination of
falsified. Further to inconclusive with the due process of law) contract without notice may be
in-house grievances, the resonate with the employer’s justified.13
employee in the case dealt with obligation to provide protection
by the ECHR could assume that and consideration (in accordance International legislation and
a complaint would be the last with § 241 para. 2 BGB). In filing endeavours to this effect
resort in any attempt to improve a complaint with the Publication a) Ways of improving protection for
the care situation. Public interest Prosecution Department and whistleblowers is under
in shortcomings in the care of contacting the Bundesanstalt für discussion in many countries.
the elderly in state-run nursing Finanzdienstleistungsaufsicht One Canadian woman
homes attracts so much (BaFin – Federal Financial provocatively suggested that it
attention that it actually Supervisory Authority), the was a case “of breaking the
outweighs the company’s employee has adopted silence of the lambs”14. In Great
interest in protecting its good approaches that are approved Britain15, Australia16, recently in
reputation in terms of business and permitted by the legal Ireland17 and even in Romania18
connections and business system. He/she should highlight there are certain laws to protect
interests. the proceedings which, in his/her whistleblowers when they are
c) Violation of Article 10 of the opinion, constitute grounds for employees. Whistleblower
European Convention on Human complaint, to the employer in protection in Belgium19, the
Rights by the German courts did conjunction with organisational Netherlands20, France21 and
not lead to the reinstatement of involvement and allow them to Germany22 only falls under
the care assistant. Pursuant to be investigated by competent general bans on discrimination.
Article 41 of the aforesaid state bodies.9 Civil rights have b) Germany is still wrestling with
Convention, Germany was been exercised by sending the appropriate protection for
instructed to pay legal employer’s documentation to whistleblowers. The Federal
compensation to the person who these authorities. Government sees no need for
filed the complaint. In this b) The case of the announcement whistleblower legislation.23 A ban
particular case, this amounted to against the managing director on disciplinary measures is
€10,000.00 to compensate for who allegedly committed a traffic already in force, according to
non-pecuniary damages and violation was viewed differently. which an employer cannot
€5,000.00 in costs and expenses. In this case, the employee discriminate against an employee
Germany had to pay the wanted to have the managing because the latter is exercising
damages within three months but director’s driving licence revoked. his/her rights in an appropriate
the person who lodged the This was viewed by the BAG as manner (§ 612 a BGB).
complaint lost her job. tantamount to destroying any
basis for trust between the Recommended behaviour
The consequences of parties to the contract. Employer
jurisdiction in Germany Extraordinary termination of The employer can facilitate
a) National jurisdiction has already contract without notice was anonymous in-house reporting by
been adjusted in line with ECHR therefore considered justified.10 the employee. A secure site must
decisions. In the case of so-called c) An employee who is responsible be provided where the employee
whistle blowing, the German for the safety of operating can voice his concerns without fear
Bundesarbeitsgericht (BAG – devices, e.g. in a nuclear research of sanctions. Companies often
Federal Labour Court) states that, plant, must raise safety appoint an “Ombudsman” for this
on constitutional grounds, an objections to the competent purpose. The latter must be bound
employee must not be state authorities in an by secrecy. Anonymous reports can
disadvantaged in accordance appropriate format.11 The also be received by ombudsmen. In
with civil or labour law if he/she is employee’s termination of this way, the employer is made
To order, contact:
Edited by Tim Sandle
and Madhu Raju Sag
publisher@euromedcommunications.com hee
by Nasir Hussain, Bruce Garvey and Thomas Ritchey Process description using a
pharmaceutical case study
To test the validity of SWOT-MA™
T he humble SWOT (Strengths, Weaknesses,
Opportunities and Threats) is a remarkably simple
problem structuring framework. Ubiquitously taught in
process, an actual case example
involving a start-up niche generic
firm was considered for the
business schools, it is often the first port of call in many following focus question: “What are
organisations to map out tactical approaches for short to the most important factors to secure
near term projects. Since its introduction by Albert drug approvals within funding time
frame of 3 years”. In most cases,
Humphrey1 in the 60s, however, it has surprisingly regulatory authorities require clinical
undergone little revision – the lack of facilitation of testing in human volunteers of the
constructing a SWOT in the business setting, particularly generic drug against the original
the haphazard way of inter-relating the various elements innovator medicine whose patent (or
within each quadrant, has failed to realise the more correctly data exclusivity
period) has expired, i.e.
technique’s true potential. bioequivalence studies. In rare
circumstances, drugs of ‘well-
The authors are Founding Partners of Strategy Foresight, London, UK. established use’ and those that
Email: hussain@strategyforesight.org meet certain criteria (BCS Class 1)
are given ‘biowaivers’ particularly if
reference can be made to original
drug dossier5.
In their seminal paper, Hill and directional or causal linkage is Figure 1 shows a SWOT we
Westbrook2 from London Business assumed but merely mutual generated to address the problem.
School cited that seasoned strategy consistency in the arguments. CCA In all, 22 factors were identified in
professionals displayed similar is actually an essential element of the four parameters. This would
deficiencies when performing a General Morphological Analysis3 necessitate that 840 unique
SWOT analysis — “long lists (over
40 factors on average), general Strengths Weaknesses
(often meaningless) descriptions, a 1. Low overheads (e.g. head count) 1. Agency theory…
failure to prioritize and no attempt 2. Specialist testing outsourced 2. Limited experience of team in securing
to verify any points.” Most worrying the full process of licensing
was the universal finding that no- 3. Simple dosage forms (solutions, creams) 3. Limited staff – spread too thin
one subsequently used the outputs 4. Fixed private funds 4. Licensed manufacturing
5. Strong marketing & distribution network 5. Limited monthly budget/lack of flexibility
in the later stages of the strategy
6. Generating income from Specials 6. Limited key equipment e.g. HPLC
formulation. The more pertinent dealing which funds R&D
question remained: what, if any, was 7. Contracted out Specials manufacturing
the output?
Opportunities Threats
In this paper, we report a major
1. Further increase Specials operations 1. Regulatory guidelines being more strictly
improvement of how a SWOT interpreted
should be constructed and analysed 2. Diversify into more high-risk, high- 2. Same drug licensed by another company
by using the process of Cross reward dosage forms (e.g. suspensions) – reduced market share
Consistency Assessment (CCA), 3. Seek new indications of existing drugs 3. Bioequivalence trial costs escalate
transforming it into an actionable 4. Ability to raise funding 4. More data required for biowaivers by
framework. Here, each and every regulators at Day 105
5. Difficult to obtain original dossiers
suggestion from each quadrant is
compared pairwise to test for Figure 1: A SWOT analysis examining internal and external factors to be
compatibility. The CCA is similar to a taken into account by a niche generic drug firm to ensure drug approvals
cross impact analysis except that no within fixed funding timeframe (of three years).
configurations be
considered by the
working group, an
onerous task given the
lack of time in many
organisations and,
more importantly, the
lack of a dedicated
computer software able
to capture the pairwise
assessments (there are
279 unique pairs for the
SWOT alone). Since a
3-dimensional problem
(pitting three
dimensions against
each other) can be
represented as X Y Z
columns, the four
dimensions of a SWOT
can easily be converted
into a 4-fold
morphological field as
shown in Figure 2.
The reader will Figure 2: The four parameters of a SWOT displayed as a 4-fold morphological field – or
notice, however, an 5-fold if one adds the output. In this example, there are 267 unique pairs and 3,360
additional output simple configurations (a configuration is a string of cells with each cell only appearing
parameter, namely the once – one shown).
Ansoff’s Matrix has
been bolted onto the
SWOT. This is an essential step to Figure 3 displays the CCA – threat” (e.g. increased
make sense of what one is trying to intersecting cells denoted by ‘X’ governmental regulation but lack
achieve with the SWOT-MA™ were deemed incompatible as of regulatory personnel within the
exercise, i.e. the output – the assessed by the working group firm)
principal objective of this paper, and whereas blank cells signified that – Weaknesses and Opportunities:
indeed of the SWOT. In this either the two conditions were “How can we circumvent an
instance, the workshop team compatible, or operated in two external threat to the project or
concluded that of the wide variety of different spheres of activity without organisation given an internal
management models available6, the impacting on each other. The role of weakness?”
product/market diversification objective facilitation and the Cross-analysing some conditions
model of Ansoff best suited the meaning afforded by comparing can become cathartic – for example
company’s near term aims and different parameter blocks cannot is it meaningful to compare internal
current activities (of specialised be over-emphasised. In this context, strengths and weaknesses,
provision of unlicensed medicines some of the questions asked during particularly when such conditions
and product registration). A more the CCA included: are mirror images that can offset
mature company in its business – Strengths and Threats: “Can we each other? For example, having
lifecycle may well have considered overcome a potential threat in the low fixed costs (strength) tolerates
another output such as the external environment with our the weakness of possessing limited
Horovitz’s framework, which internal strength?” (specialist) equipment (as such
evaluates cross-market/sector – Strengths and Opportunities: assets are relatively illiquid, and
expansion strategies by pitting the “Can we exploit an opportunity in require maintenance and service
dimensions of the ease of entry vs. the external environment with our contracts). In other instances, such
cultural fit7. internal strengths?” as pitting weaknesses against
For the CCA, the CARMA® – Weakness and Threats: “Given opportunities, it becomes a concern:
software reformats the our internal weaknesses, how can “What is the impact of having
morphological field into a matrix we circumvent external threats?”, limited equipment (a weakness) on
that easily allows a facilitator (e.g. or “What is the impact on the the ability to exploit a particular
the project manager) to conduct the organisation if the internal opportunity?” In the first situation, it
exercise with the project team. weakness reinforces the external there is no impact because each
Figure 3: The entire problem space identified in a morphological field can be dramatically reduced by Cross
Consistency Assessment. Whereas in a morphological field the number of configurations increases exponentially with
each additional dimension (for example SWOT alone gives 840 configurations cf. 3,360 with the addition of the
Ansoff column), the number of Cross Consistency Pairs does not increase in proportion (179 vs. 267). For a relatively
small morphological field, few tens of pairs need to be ‘knocked out’ to obtain a manageable solution space.
condition operates in separate set would be possible if one only had sake of transparency, auditing, due
or universe (i.e. the conditions are enough time, resources, etc). This is diligence, and timeline analysis.
uncorrelated), whereas in the latter an important facet as SWOT is an
case, there is a meaningful evolving, dynamic framework that Picking the winning strategy
comparison to be made. needs to be revisited on a periodic, Performing the CCA resulted in 23
Note that a third level of output basis. Using dedicated software, unique configurations out of a
was also achieved with the use of notes can be taken for each possible 3,360 combinations, a
user-defined keys (K, S, and F), intersecting cell such that an reduction of over 99% of the entire
which considered empirical electronic audit trial of how the problem space – previous projects
constraints (i.e. conditions that decision was arrived is available for have seen a reduction in over 99.9%
a hitherto unconsidered opportunity of all its possible solutions. By using Computer-Aided Morphological Analysis.
emerged. Whilst applying for a the CCA procedure, the synthesis of J Operat Res Soc 2006; 5: 792-801.
4 Hussain N, Ritchey T. Wicked Problems.
market authorisation of an internally consistent multiple
Eur J Ind Pharm 2011; 31: 4-7.
unlicensed product, it can be solution concepts (i.e. the design 5 Gupta E et al. Review of global
supplied as a Special – this self- space) can be isolated and tested regulations concerning biowaivers for
funds the submission procedure against possible outputs, intended, immediate release solid oral dosage
provided it is within the same and unintended, ahead of time. forms. Eur J Pharm Sci 2006; 29: 315-24.
6 Van Assen M, Van den Berg G and
disease indication. Such gap analysis We believe that such an approach
Pietersma P. Key Management Models.
is only possible using a very can be applied to other commonly London: FT Press; 2009.
structured and facilitated framework, applied business management tools 7 Horovitz J, Kumar N. Strategies for retail
to which GMA is fully attuned. where multiple parameters must be globalisation. Editors: HEC, IMD,
considered. For example the Templeton College and Oxford Mastering
Global Business. London: FT Press; 1998.
Mapping and connecting the PESTEL framework (an analytical 8 Colquhoun A. Special measures – time for
entire landscape tool to identify different a healthy debate on specials
Assessing multi-dimensional socio- environmental factors affecting procurement. Pharm J 2010; 285: 481-88.
technical problems amongst business strategies) can be worked 9 Pidd M. Tools for thinking: modelling in
stakeholders without experienced in the manner described here to management science. 2nded. Chichester:
facilitation and purposeful software, develop the Opportunities and John Wiley & Sons; 2003.
10 Improving the quality and quantity of
leads to sub-optimal decision- Threats of the SWOT, and the
investment grade deal flow. City
making and waste of resources. This VRIO12 concept (resource capability University Research & Enterprise Unit;
is not surprising when one considers of the firm that determines its 2010.
perform a task will ultimately months of an illness. This experienced. We are likely to pull
determine the reputation of that relationship can be long term and on a handle if it is shaped like a pull
product, service or brand and, truly meaningful. Patients will be handle, even if it is clearly marked
more importantly, whether the most interested, curious and "push" – especially true when we
patient is likely to comply with the apprehensive after being diagnosed are in a hurry.
treatment. or started on a new treatment. That Following that, simple graphics,
Medical devices that look like start-up period, up to the point simple text and other types of
medical devices can be intimidating. where the patient is on “cruise colour coding can be effective in
While the patient may be the only control,” where it has been worked directing behaviour and usability.
person to use the device, he or she into their regular routine, deserves As for printed instruction sheets
may not be the only person to see special attention. That is, extra or user guides – calling a friend, a
it. The same is true of packaging. special care should be taken early doctor or a toll-free number may
Visual impact should not be on, when patients may be avoiding precede that option for many
ignored. A badly designed package use, reacting according to individual people.
or medical device can make a preconceptions of how they think a
patient feel sicker than he or she product may work, or concerned Home healthcare: It’s not
actually is, or it can give that about what effects they believe they you, it’s us
impression to others around him or might experience. There are many good reasons to
her. It can also prompt a patient to The so-called out-of-box move healthcare tasks from
hide the device in a drawer or experience – literally the first 20 hospitals and clinics to the home.
cupboard instead of keeping it in a minutes of use – is critical to Cost and convenience are at the
more accessible location that could establishing a relationship between top of the list, and technology
encourage use. Visual appearance the patient and the product, service continues to make this possible.
can also affect the willingness of the or brand. Failing to get started However, the move to the home will
patient to bring the device along within this time window, due to be most effective when those
when travelling. difficulty of use or confusion, can technologies are extremely usable.
Many medical conditions are lead to product returns or refusal to The future of home healthcare,
serious, of course, and the use the device or take the and the speed and extent to which
appearance of a product or service medicine. For example, the number it will develop in the next decade,
should reflect that – but medical of returned sleep apnoea products will depend on the ability of
products and services also need to can account for one-third of total patients to successfully use and
integrate neatly into peoples' sales! The product may work as understand the products we
homes and lives. An illness does designed, but the design was just provide. Our ultimate goal is
not define a person. He or she is too difficult for patients, who were extreme usability, allowing
very much the same person he or confused about how to use it. untrained people to use the
she was before the illness. This is The days, weeks or months advanced-technology medications
one of the reasons why it is immediately following first-time use and devices we make available.
advisable when developing medical are also critically important in Companies have an opportunity
products to meet and get to know shaping behaviours and attitudes. to help patients comply with health
patients personally. Without that, Establishing proper behaviour early regimens by realising that design
it’s easy to fall into the trap of is a project unto itself, and it should affects behaviour. Good design
imagining a patient, and grouping be addressed accordingly. takes into account both the physical
him or her into an average that can and psychological needs of the
unnecessarily conjure up Usability patient. The fact that design can
stereotypical and misleading I have identified the following heavily affect success or failure
images. pattern, a hierarchy of usability. means that influencing the attitudes
People first respond according to and behaviours of patients should
The first six months instincts, then preconceptions – the be well within the definition of
Soon after the diagnosis of an latter being somewhat responsibilities of a product
illness comes awareness of the unpredictable. Following that, development team. While this
products, services or brands that people will react to physical cues, approach should be followed
are available. As a patient's need making three-dimensional design a whenever a new technology
arises so does the willingness to use powerful tool. Communicating becomes available, there is also
those products. Healthcare proper use through 3-D design is a opportunity to apply it to existing
companies are in a unique position much stronger driver than printed medical products and technologies
to initiate emotional connections words. A day-to-day example is a – a move that can make us all
with patients during the first few door handle, a problem we have all healthier now.
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Handbook of
Pharmaceutical Excipients
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