Marketing case study.This template is an excellent example of an instrumental case study in the healthcare sector. McKesson takes the onus on them to educate the healthcare industry on the oncology market. It provides vital insights into how the biopharma industry can leverage McKesson's resources and excel in oncology.

Question 1 Is sulpiride effective in the treatment of a peptic ulcer or gastrooesophageal reflux disease (GORD)? Question 2 Is clopidogrel gentle on the stomach? Question 3 Is there a drug interaction between non-steroidal anti-inflammatory drugs (NSAIDs) and proton pump inhibitors (PPIs)? Question 4 Does antacids enhance mucosal resistance in the gastric mucosa? If so, please indicate the mechanism. Question 5 Is there a drug interaction between antacids and H2-receptor blockers? Question 6 Does the combination of aluminium and magnesium hydroxide, given as an antacid, decrease the absorption of omeprazole if these are co-administered to help relieve heartburn quickly? Question 7 Should proton pump inhibitors be used with caution in patients with renal impairment? Question 8 Has cisapride been withdrawn from the market because of the danger of ventricular fibrillation? Question 9 In peptic ulcer disease: 1. What are the indications for an upper gastrointestinal endoscopy? 2. As this is an invasive procedure, is an oesophagogastroduodenoscopy (OGD) or barium meal X-ray preferable? Question 10 Is telithromycin as, or more, effective than clarithromycin in the treatment of Helicobacter pylori? If so, what is the recommended dosage and how long should treatment be continued? Question 11 Currently favoured regimens for eradication of Helicobacter pylori are triple therapy with a proton pump inhibitor along with two antibiotics for 1 week. For example: Omeprazole 20 mg metronidazole 400 mg and clarithromycin 500 mg (all twice daily). Omeprazole 20 mg clarithromycin 500 mg and amoxicillin 1 g (all twice daily). Resistance to amoxicillin has not yet been demonstrated. Previously, regimens such as omeprazole, metronidazole, amoxicillin and clarithromycin were recommended; are these regimens no longer used? The reason behind this question is the 'sky-high' cost of clarithromycin in Pakistan, which is inversely proportional to patient compliance (that is, low-cost regimens tend to have a higher rate of compliance).