Summary: Pep I

Read the summary and the most important questions on Pep I

• 1 Marketing/Brand message

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• Describe the BLITZ message of peptamen intense

  Peptamen Intense is Isocaloric (1.0 kcal) and contains very high amount of protein (37%) and low amount of carbohydrates (29%) which makes it the EN formule of choise for ICU patient with high protein need without the risk of overfeedong and/or glycemia

• Where (in which fase) and how does peptamin intense fill the need in the ICU in relation to Peptamen AF en Novasource GI Advance

  It fits in the ICU as the appropiate formule in the acute phase of critical illness when patients are catabolic, while peptamen AF en Novasource GI advance are used in the recovery phase for patients with specific conditions (e.g. Malabsorption or diarrhea)

• Describe the criticall ill Patient journey with apopriate products

  1. Admission to ICU: Acute phase day 0-7; Pep. Intense:20-25 kcal/kg BW >. 1,2 g protein/kg BW
  2.  Transition to recovery (flow) phase after day 3-7: up to 35 kcal/kg BW> 1,2 g protrin/BW

  •  No/minimal  GI disfuncion, long stayers and or diarrhea: NOVASOURCE GI Advance

  • Or malabsorption, steaforrea, pancreitis, short bowel syndrom etc. PEPTAMEN AF

• What is the problem / unmet need today at the ICU

  It is difficult/impossible to deliver sufficient protein to meet the targets of critical ill patients without simultaniously risking overfeeding and hyperglycemic episodes.

• Name 5 key messages of the PEPTAMEN brand

  1. Feed the gut and feed the patient. The first and only 100% whey protein formula, high MCT, balanced peptide profile. Designed for improved toleranse & absorption
  2. Tried and tested: feeds the gut to make even the most difficult patients thrive and grow built on evidence and experience (60 clical studies 23 years of clinical experience. Preffered by dieticiens in US)
  3. Practical tools and services
  4. Proven ROI by reducing the cost of care accociated with GI intolerance
  5. Use at home:  to manage certain GI sympomes or to help adapt to solid food 

• Name the functional and emotional brand benefits

  Functional:
  

  • Better outcome and faster recovery especially in pt"s with GI dysfunction
  • Lower cost of care (health economics)

  
  Emotional
  

  • More confidence to be able to succefully deliver on their calling and building a repetation.

• Describe brand opportunity and communication

  Gain marketshare from standard EN start with intolerance cases, but ultimately beyond. "Better outcome and therapeutic performance"

• 2 Detail aid

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• Describe the metabolic chalenge of critically ill patients

  As a result of stressmetabolism we find hypermetabolism and increased proteinkatabolisme. (1,2 - 2 g/day). Because of insulineresistens problems with metabolism of carbohydrates
  
  There is an increased need for protein with a lower need for energy.. Hyperglycemia is a normal respons in CI patients. (Mc clave) Glyc control is advised. Proteinrich hypocalorisk EN can add to a better glucosiscontrol (Hurt et all).

• How many of the intensivpt have decresed GI function

  62%

• HOW MUCH OF THE normal energi do IC patients get

  58%