I-Dew Mega Training manual
What is I-Dew Mega?
I-Dew Mega are soft gelatin capsules containing Omega 3 fatty acids (i.e. EPA and DHA) and Vitamin E.
The concentration of EPA is 180mg and DHA is 120mg, therefore the total amount of Omega 3 is 300mg
The concentration of Vitamin E is 25mg
What is it used for?
I-Dew Mega capsules are used for:
-Dry Eye Comfort and Healthy Tears
-Pre and Post-Operative Dry Eye Treatment
-Dry Mouth Symptoms
Normal Dosage is 1-2 capsules a day depending on severity of dry eye or dry mouth.
In case of eye surgery patients (especially those who are at risk of dry eye) can start taking I-Dew Mega up to 3 days before surgery and anytime up to a month after surgery.
I-Dew Mega tablets are very safe for long-term use and can even be taken life-long if required.
What is the difference between normal eye supplements and Omega-3?
Omega-3 is the most scientifically researched supplement in ophthalmics with the highest number of positive results. No other supplement comes closer when it comes to use in ophthalmics. Omega-3 (EPA and DHA) has been shown to be specifically effective in providing comfort from dry eye symptoms and maintaining healthy tears.
Normal eye supplements (such as antioxidants and vitamins) although very useful as general eye nutrients, have limited research for use in specific eye conditions such as dry eye disease. This gives omega 3 the X factor compared to other nutrients.
How does Omega-3 work in Dry Eye Disease?
Old Definition of Dry Eye Disease: Deficiency of tears leading to symptoms of redness, irritation, grittiness and vision disturbances.
New Definition of Dry Eye Disease: “Dry eye is a
multifactorial chronic disease of Tears and ocular surface
that results in symptoms of discomfort, Visual disturbance,
and tear instability with potential damage to the ocular
surface. It is accompanied by increased osmolarity of
the tears and inflammation of the ocular surface”
This means that Dry Eye Disease is predominantly a long-term inflammatory disease of the ocular surface, where deficiency of tears is just one problem.
To successfully treat dry eyes you not only need a lubricant/Osmoprotectant (e.g. I-Dew, Lacryl, LOC Tears, etc.), but also an anti-inflammatory agent that targets the underlying cause of Dry Eyes.
The safest and most effective ophthalmic anti-inflammatory for Dry Eye Disease is Omega-3.
Omega-3 consists of two molecules
1)EPA – Eicosapentanoic Acid
2)DHA – Dexosahexanoic Acid
Both these molecules target specific harmful inflammatoryagents such as TNF-alpha and Interleukins in the eye.
In Dry Eyes it is the TNF-alpha and Interleukins that cause most of the problem. These harmful agents causes damage to the lacrimal glands and ocular surface (i.e. cornea and conjunctiva), which in turn reduces tear secretion, destabilises tear film and increases tear film osmolarity. All this leads to dry eyes symptoms and drives ocular surface disease.
Omega-3s (EPA and DHA) therefore block the effects of these harmful agents and increases tear secretion, protects the ocular surface and lacrimal gland and keeps the eye surface healthy. This leads to comfort from dry eyes symptoms and maintains healthy tears.
So conditions can Omega-3s be used for?
Omega-3s are very effective for all severities of Dry Eyes. It is particularly effective when used pre-operatively and post-operatively.
As you may already know any eye surgery e.g. cataract, LASIK, etc. can lead to dry eyes symptoms. Research has shown that using omega-3 supplements up to 3 daysbefore surgery can in fact reduce the severity of post-operative dry eye. On the other hand using these supplements post-operatively (upto a month after surgery) will substantially reduce any dry eye symptoms and give patients more comfort.
Therefore Omega-3s are the most important supplements that a doctor can prescribe just before and after any eye surgery. The only other supplement that a doctor could prescribe apart from Omega-3s are anti-oxidant eye drops (such as our very own Oxymoist Eye Drops).
What makes the I-Dew Mega formulation special?
I-Dew Mega is a unique soft-gelatin capsule formulation that has been developed exclusively in the UK (at our ERC laboratory). The formulation is specially designed to deliver the correct levels of Omega-3 exclusively for ophthalmic use.
I-Dew Mega contains completely ‘odourless’ and the highest purity Omega-3 that is specially imported.
What else does I-Dew Mega contain?
I-Dew Mega also contains Vitamin E.
Vitamin E has a synergistic effect with EPA and DHA, so the combination works even better to control dry eye symptoms.
What promotional materials are being provided to launch I-Dew Mega?
1)Leave Behind Visual Aid (LBVA) – This is the first time we have produced a 6-page visual aid that will be left behind at the doctors surgery.
2)Research article
3)I-Dew Mega paperweight gift item
How do I promote I-Dew Mega?
1)LBVA detailing
The LBVA needs to be detailed in a specific manner to the doctor.
For more info see the ‘I-Dew Mega Training DVD’ sent to you or visit
a)When the LBVA is originally folded the first page says ‘Its time to Go’. Say this while showing the page to the doctor.
b)Then unwind the LBVA so that the ‘MEGA’ slides face the doctor. And say… ‘MEGA’. The ‘MEGA’ slides will cover the entire length of the doctors table.
c)Then fold back and reverse the LBVA, and detail the remaining 5 pages in a clear and proper manner.
If you do not detail the LBVA in this manner it simply won’t have the same effect and you will not be able to promote it in the correct manner.
2)Handing Out Research article
Hand out the research article after detailing and gift-item hand-out and explain to them that this research article is direct evidence to support the use of omega-3 supplements for dry eyes disease.
3)Handing Out gift item
The gift item is a customised I-Dew Mega acrylic paperweight that is considered a premium item. You have to make sure that this paperweight is kept on the doctors table and is in use before you leave the dispensary.
4)Summarise the USPs – all 6 of them
1)Formulation exclusively developed in the UK
2)Specially optimised for ophthalmic use
3)Contains ‘Odourless’ and ‘Highly Purified’ Omega-3 source that is specially imported.
4)Has synergistic effect with Vitamin E
5)Scientifically proven to improve dry eye symptoms
6)Highly effective for pre-operative and post-operative use
5)Co-marketing
If I-Dew Mega is taken along with our lubricants drops (e.g. I-Dew, LOC tears, Lacryl) then the effect on dry eyes is even more powerful as your not only lubricating the eye but also treating the its route cause (i.e. inflammation) , therefore patient can get maximum benefit.
Therefore every doctor who writes I-Dew eye drops (or any other Entod dry eyes drops) should also write I-Dew Mega on the same prescription.
6)Promote Company Image
Firstly Emphasise on Quality!!!
‘Doctor…Entod is a WHO GMP certified company
where medicines of an international quality are manufactured’
You may ask doctors to try I-Dew Mega on their patients and give us honest feedback of its effectiveness by emailing so Mr. Nikhil Masurkar can directly reply to them. They can also email this address if they want further information on the product.
Then emphasise on company image!!!
1) ‘Doctor. Entod today is an international research
based pharmaceutical company. Our sister
company Entod Research Cell (UK) Ltd. provides
us international scientific and technical assistance
to help us design and develop products to an
international standard’
2) ‘Doctor. We have started exporting medicines to
several countries in South-East Asia and East
Africa’
1)‘Doctor. We are not some small time company in
the market tosurvive just today. We are here to
stay for the long-term! Other companies will come
and go. We will always be there for you!’
2)‘Doctor. We are a company with a BIG vision, that
is to be market leaders, to continuously innovate in
ophthalmology and to advance ophthalmology
practice in India and beyond.’
Ask doctors to see our website during this stage.
Friends….if you get the above points across to the doctor in your own style or language and make good use of your personal relationship with the doctor then I-Dew Mega will create a dhamaka in the market.
What does the name I-Dew Mega signify?
‘I-Dew’ brand name is already popular whereas ‘MEGA’ signifies something GREAT or BIG. We want to communicate to the doctor that Omega-3 is the most researched and most effective supplement in ophthalmics. We want to be the first company in India to promote use of Omega-3 in dry eyes in a BIG way.
Nikhil Masurkar’s personal ambition is to make I-Dew Mega a ‘monopoly’ Omega-3 brand for ophthalmics. This is possible if we promote it in the above way!
Why would a doctor NOT prescribe I-Dew Mega?
1)They may not be convinced about the effectiveness of omega-3 in dry eyes- Prove them wrong by showing them the research article
2)They may think that omega-3 has a naturally bad odour - Prove them wrong by removing the capsule from the blister and asking them to smell it themselves. Our Omega-3 in I-Dew Mega is completely odourless.
3)They may think that our MRP is higher than a particular competitive brand - Prove them wrong by telling them that ours is the only omega-3 formulation specially designed for dry eye use. Other competitor brands (that may be cheaper) have omega-3 but they are not marketing it for dry eyes. Also they do not have the correct optimised levels of omega-3 that is suitable for dry eyes and ophthalmic use. Also these competitor brands are not formulated to the same international standard. I-Dew Mega has the correct levels of omega-3 needed for dry eye use.
Final Promotion points
Use your experience and read this manual properly so you understand how to communicate with the doctor.
Wishing you the best of luck.
I-Dew Mega Quiz
Name of SPO: Territory: Date Completed:
Choose the correct answer:
1)I-Dew Mega is a combination of:
a)Omega-6 and Omega-3
b)Omega-9 and Vitamin E
c)Omega-3 and Vitamin E
d)Homeopathic Omega-3 and Vitamin K
2)Omega-3 consists of the following two molecules:
a)EPA and Vitamin C
b)EPA and DHA
c)ERC and ENT
3)The concentrations of EPA and DHA in I-Dew Mega are:
a)180mg and 120mg
b)180mg and 300mg
c)300kg and 5000kg
d)120mg and 300mg
4)Omega-3 works in Dry Eye as a result of its:
a)Lubricant action
b)Osmoprotective action
c)Anti-inflammatory action
d)Anti-glaucoma action
5)I-Dew Mega can be prescribed for: (choose 3 options)
a)Dry Eye Comfort and Healthy Tears
b)Pre and Post-Operative Dry Eye Treatment
c)Dry Mouth Symptoms
d)Dry Throat Symptoms
6)Omega-3 in I-Dew Mega is:
a)Tasteless
b)Odourless
c)Expensive
d)Colourless
7)Vitamin E has the following effect in I-Dew Mega:
a)Synergistic
b)Additive
c)Exponential
d)Placebo
8)The I-Dew Mega formulation is special because:
a)It is developed in the UK and specially designed for ophthalmic use
b)It is developed in Nigeria and is a gimmick
c)It is developed in India by our competitors
d)It give us big margins
9)I-Dew Mega can be co-prescribed by the doctor along with:
a)Competitor brand
b)I-Dew and other Entod Dry Eye brands
c)Crocin
d)Diet Coke
10) How many USPs does I-Dew Mega have:
a) 5
b) 7
c) 1
d) 6
11)Please write down the correct answer from the ‘I-Dew Mega Training DVD’: