Roche Diagnostics, a lading global layer in medical diagnostics segment, and Mankind Pharma, the Delhi based fastest growing pharmaceutical company, have announced an exclusive marketing and distribution agreement. Mankind Pharma will undertake marketing and distribution activities for "Accu-Chek Go", a newly launched blood glucose monitoring device by Roche Diagnostics, in India. "Accu-Chek Go" is a new, fast, low blood volume system that offers advanced and accurate testing with its hygienic test strip ejection and customizable safety settings.

With Mankind's strong distribution and marketing force, Accu-Chek Go will be available across 500 cities in India. The purpose of this operation is to raise awareness for diabetes and to spread the message of self monitoring in Indian homes. Both parties have the declared goal to enable people with diabetes leading a life as normal as possible despite their condition and to provide efficient and effective diabetes management solutions to them in metros, mini metros and rural towns in India.

Speaking at this momentous occasion, Sanjeev Johar, Asia Pacific regional head, diabetes care said, "Globally we have been at the forefront of creating pioneering products and solutions in blood glucose monitoring. Diabetes has reached epidemic proportion in India and accessibility of services for improved diabetes management has always been a challenge. This arrangement provides India's vast urban and suburban areas access to our best-in-class products and services and aligns perfectly with our philosophy of meeting 'unmet needs' in our chosen markets".

R C Juneja, managing director, Mankind Pharma said, "We are delighted to announce our partnership with Roche Diagnostics, a market leader in diabetes care. The synergy between Mankind and Roche to provide best solutions in diabetes management is ideal for both parties.

This partnership will also strengthen our existing distribution channels thereby expanding Mankind Pharma's presence in the marketplace in the field of diabetes management and diagnosis".

The focus of the cooperation is to leverage the importance of proper diabetes management and at the same time to increase the availability of efficient tools for people with diabetes and their caregivers. With the agreement on Accu-Chek Go both partners seek to fulfill the increasing demand of information, adequate education and supply to all parties involved in diabetes management.

The small, sleek Accu-Chek Go gives competent support to people with diabetes: the meter features an adjustable personalized blood glucose target range and its "alarm clock" function has four individually programmable alarm times.

GE Healthcare Launches Lullaby Phototherapy In India For Infant Jaundice

GE Healthcare, the US $17 billion healthcare and life sciences solutions business of General Electric Company has launched lullaby, a new blue Compact Fluorescent Lamp (CFL) based Phototherapy System for the treatment of indirect hyperbilirubinemia, or jaundice in newborns.

The Lullaby Phototherapy System, designed and developed at GE's R&D Centre in India, is part of their "In India, for India" programme to make high end technology more affordable, reliable and more accessible to larger sections of society.

It plans to export the Lullaby Phototherapy System to Europe, Latin America, Middle East and Asia Pacific. The company forecasts sales of 1,000 Lullaby units in India in the first year and plans to roll out new MIC products in early 2008. It recently announced the launch of new range of MIC systems in association with Phoenix Medical Systems and SLE, UK to help support even the smallest centres in India.

According to Omar Ishrak, president and CEO of GE Healthcare's clinical systems business, "GE's clinical partnerships, technology leadership and continuous investment in healthcare solutions allow us to invite healthcare's top physicians 'to the drawing board' to re-imagine healthcare solutions".

"As a part of our overall business strategy, GE Healthcare plans to tie-up and acquire products in varied segments to become a complete solutions provider in the healthcare and life sciences space. With our recent tie up with Phoenix, we have now started manufacturing these products in India to expand our Maternal-Infant care portfolio. We plan to explore further opportunities to tap other potential segments," said V Raja, president and CEO, GE Healthcare South Asia.

According to neonatal experts, jaundice is one of the most common conditions requiring medical attention in newborns. There are 133 million newborn babies in the world diagnosed with jaundice annually. About 8-10 per cent of term infants and 80 percent of pre-term infants are required to undergo phototherapy for 3-5 days either at hospital or home.

GE Healthcare is currently expanding its Maternal Infant Care (MIC) and imaging product portfolio to achieve $800M target by 2010 in India.

As per the GE study, in India many of the birthing centres do not have a phototherapy system to cope with newborn jaundice. This is a critical problem given that there are 32 million babies born every year in India. Non-treatment can result in serious brain damage, paralysis, deafness and even death. According to WHO, India accounts for one of the highest infant mortality rates 54 deaths for (and as high as 79 in some states like MP) every 1,000 babies born. Unfortunately, India is the largest contributor to the global under-five child death burden with 2,38 million and 64% of these coming from infant deaths. Emphasis on earlier detection and treatment of jaundice in newborns is the best way to counteract the increasing newborn mortality rate in India.

The Lullaby, developed at GE's R&D centre as part of the "In India, for India" programme aims to make high end technology more affordable, reliable and more accessible to larger sections of society. The current technology available in this segment in India is at least 6 years behind the technology available in the developed countries and does not necessarily meet the international quality standards. Importing of maternal infant care equipment attract 22 per cent import duty making it unaffordable for most centres.

(Ref: The Chronicle Pharmabiz dated 20, December 2008).