Pemphigus autoimmunity: Hypotheses and realities

The goal of contemporary research in pemphigus vulgaris and pemphigus foliaceus is to achieve and maintain clinical remission without corticosteroids. Recent advances of knowledge on pemphigus autoimmunity scrutinize old dogmas, resolve controversies, and open novel perspectives for treatment. Elucidation of intimate mechanisms of keratinocyte detachment and death in pemphigus has challenged the monopathogenic explanation of disease immunopathology. Over 50 organ-specific and non-organ-specific antigens can be targeted by pemphigus autoimmunity, including desmosomal cadherins and other adhesion molecules, PERP cholinergic and other cell membrane (CM) receptors, and mitochondrial proteins. The initial insult is sustained by the autoantibodies to the cell membrane receptor antigens triggering the intracellular signaling by Src, epidermal growth factor receptor kinase, protein kinases A and C, phospholipase C, mTOR, p38 MAPK, JNK, other tyrosine kinases, and calmodulin that cause basal cell shrinkage and ripping desmosomes off the CM. Autoantibodies synergize with effectors of apoptotic and oncotic pathways, serine proteases, and inflammatory cytokines to overcome the natural resistance and activate the cell death program in keratinocytes. The process of keratinocyte shrinkage/detachment and death via apoptosis/oncosis has been termed apoptolysis to emphasize that it is triggered by the same signal effectors and mediated by the same cell death enzymes. The natural course of pemphigus has improved due to a substantial progress in developing of the steroid-sparing therapies combining the immunosuppressive and direct anti-acantholytic effects. Further elucidation of the molecular mechanisms mediating immune dysregulation and apoptolysis in pemphigus should improve our understanding of disease pathogenesis and facilitate development of steroid-free treatment of patients

Marketing plan for Pharmacare product line in the Moscow region Case Oriola-KD

The thesis was commissioned by Oriola-KD. It deals with a marketing plan for a product line called Pharmacare. The product line will be launched in 2012 in the Moscow region in the Russian Federation. The purpose of this thesis was to acquire useful information about the Moscow market for the target company and produce a marketing plan that they can implement. The research question was how to create an effective marketing plan and what it entails. The literary review consisted of the theory of the different steps a marketing plan. It began with a description of a marketing plan and the macro environment. It proceeds by explaining competition and the marketing mix and end with controls. The empirical section consisted of the marketing plan for the case company’s product line Pharmacare. The marketing plan was created by conducting secondary research. The competitors for the product line in the Moscow region were obtained by exploring pharmacies in the target region as well as from electronic sources. The thesis can be used by the case company as a marketing plan for the Pharmacare product line in the Moscow region and as a source of information in what to consider when launching the product line.Opinnäytetyön toimeksiantajana toimi Oriola-KD. Siinä käsiteltiin markkinointisuunnitelman laatimista Pharmacare tuotteille Moskovan alueella. Pharmacare tuotteet lanseerataan vuonna 2012 Moskovan alueella Venäjällä. Opinnäytetyön tarkoituksena oli saada hyödyllistä tietoa Moskovan alueen markkinoista, jotta kohde-yhtiölle voi laatia markkinointisuunnitelman ja, että he voivat toteuttaa sen. Kirjallisuuskatsaus koostui markkinointisuunnitelman teorian eri vaiheista. Se alkoi kuvauksen markkinointisuunnitelmasta ja makrotaloudellisesta ympäristöstä. Se etenee selittämällä kilpailua sekä markkinointimixiä ja päättyy valvontaan. Empiirinen osa koostui markkinointisuunnitelmasta kohdeyrityksen Pharmacare tuotteille. Tutkimusmenetelmänä on käytetty laadullista tutkimusta ja valtaosa tutkimuksesta oli laadittu käyttämällä kirjoituspöytätutkimusta. Tiedot kilpailijoista saatiin kiertämällä apteekkeja Moskovan alueella sekä saatiin tutkimalla sähköisiä lähteitä. Työtä voidaan käyttää yhtiön markkinointisuunnitelmana Pharmacare tuotteille Moskovan alueella Venäjällä