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Classical Conditioning

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Submitted By zagorka
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Farmaceutski fakultet
Univerzitet u Beogradu
Farmaceutski marketing
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SEMINARSKI RAD

Ispitivanje stavova državnih stomatologa prema vodicama za usta i postojećim brendovima na tržištu

Studenti:
Anja Tumpa
Stevan Marković
Lazar Marković
Nikola Milenković
Ana Šulović
Milica Vukelić
Gordana Mitić

Uvod

Odgovarajuća oralna higijena izuzetno je važna za zdravlje zuba i čitavog organizma. Samo redovnim i pravilnim održavanjem oralne higijene može se postići zadovoljavajuća kontrola plaka i sprečiti plakom uzrokovane bolesti: zubni karijes, gingivitis i parodontitis. Cilj svih mera oralne higijene je ukloniti što više plaka i odložiti njegovo ponovno stvaranje. Sredstva kojima se to postiže su četkica i pasta za zube, interdentalne četkice, konac za zube i vodice za usta. U nastavku je dat pregled preparata vodica za usta koji su dostupni na našem tržištu, a u tabeli 1. sažetak njihovih glavnih karakteristika.

1.Curasept
Proizvođač: Curaprox
[pic]
Prijatnog ukusa i ne dovodi do obojenja zuba. S ovom tečnošću za ispiranje usta možemo kontrolisati plak i smanjiti njegov razvoj bez poznatih neželjenih efekata.
Za dugoročnu upotrebu i istovremenu prevenciju karijesa.
Sadrži 0,05 % hlorheksidin diglukonata i 0,05 % fluorida (smanjuje nastanak plaka i remineralizuje). Potpomaže otežanu oralnu higijenu kod ortodontskih i protetskih tretmana.

2.Oral B – tečnost za ispiranje usta
Proizvođač: Oral B Laboratories

[pic]
Oral B ima neutralan ukus na mentol i sadrži vodeni rastvor natrijum fluorida 0,2%. Formulacija sadrži i prečišćenu vodu, metilparaben, polisorbat 80, saharin natrijum, metil salicilat, propilparaben , natrijum hidroksid, mentol, boje : plava 1 i žuta 10. Koristi se jednom nedeljno za prvenciju dentalnog karijesa. Treba ga držati van domašaja dece i ukoliko progutamo veću količinu treba primeniti kalcijum (mleko) i obavestiti Centar za trovanja hitno.

3.Parodontax
Proizvođač: GlaxoSmithKline
[pic]
Parodontax sadrži nisku koncentraciju hlorheksidin diglukonata (0.06%) i 250 ppm fluorida. Koristi se svakodnevno i pomaže u zaustavljanju krvarenja desni. Može doći do privremene obojenosti zuba, koju zubar može otkloniti. Nije pogodno za decu ispod 6 godina starosti.
Klinička istraživanja pokazuju da parodontax® tečnost za ispiranje usta za svakodnevnu upotrebu otklanja 3.5x više plaka nego samo pranje. Dodatak fluorida pomaže u jačanju zuba i sprečavanju karijesa. • Uklanja do 3.5x više plaka nego samo pranje, bez upotrebe tečnosti • Efektivno smanjenje plaka • Aktivan do 12 časova • Dnevna zaštita od karijesa

4.Lacalut
Proizvođač: Dr Theiss Naturwaren

[pic]

Na srpskom tržištu, nemačka firma Lacalut je zastupljena sa sledećim rastvorima za negu usne duplje: - Lacalut aktiv antiplaque- štiti zube od nastanka plaka, zubnog kamenca, upale gingive i karijesa. Sadržaj fluorida 225 ppm - Lacalut sensitive- pruža zaštitu osetljivih zuba od karijesa. Sadržaj fluorida 250 ppm - Lacalut white- zatvara i remineralizuje zubnu gleđ, štiti belilo zuba. Sadržaj fluorida 250 ppm
Lacalut rastvori za negu usne duplje se nalaze u pakovanjima od 300 ml, koriste se tako što se sa 10 ml rastvora isperu usta u trajanju od 30 sekundi, nakon čega se rastvor ispljune, bez naknadnog ispiranja usta vodom.

5.Listerine

Prvi proizvođač:
Lambert Pharmacal Company

Sada proizvodi:
Johnson & Johnson

Slogan: „ubija mikroorganizme koji su uzročnici lošeg zadaha“ (kills germs that cause bad breath)
Sastav:
mentol 0.042% timol 0.064% metil salicilat 0.06% eukaliptol 0.092% etanol 21.6%
Delovanje: antiseptik, metil salicilat - blago antiinflamatorno delovanje.
Indikacije: smanjenje zubnih plakova, gingivitis, krvarenje desni.

6.Hexoral
Proizvođač: Hemofarm
[pic]

Heoxoral je rastvor za usnu sluznicu, oralni antiseptik i namenjen je lečenju i sprečavanju pojave infekcija u usnoj duplji. Izuzetno je jak, za povremenu upotrebu je.
Koristi se 10-15ml tečnosti nerazređeno, 30 sekundi, dva puta dnevno nakon doručka i večere. Pakovanje sadrži 200ml tečnosti u bezbojnoj, staklenoj bočici sa alumnijumskim ili plastičnim zatvaračem, u kutiji.
1ml rastvora sadrži 1.0mg heksetidina – aktivne supstance. Od pomoćnih supstanci sadrži: etanol 96%; polisorbat 80; limunsku kiselinu, bezvodnu; saharin-Na; etarsko ulje eukaliptusa; voda, prečišćena; boja: amarant.

7.Fluorogal
Proizvođač: Galenika
[pic]
Fluorogal je rastvor niske koncentracije fluorida (0.05%), ima preventivno dejstvo. Na tržištu postoji rastvor u dva ukusa: mentola ili jagode.
Preporučena količina za jednu upotrebu je polovina zatvarača. Rastvor mogu da koriste i odrasli i deca od 5 godina. Preporuka je da se koristi dva puta dnevno.
Štiti i neguje zube i usnu duplju, ojačava zubnu gledj i izbeljuje zube.

8.Ozosept
Proizvođač: Pharmanova
[pic]
Sastav:
100g rastvora sadrzi: 720mg benzoeve kiseline, 350mg timola, 250mg mentola, 0,35ml metilsalicilata, 10mg eozina, etanol 51% v/v , preciscena voda, glicerol.
Svojstva i delovanje:
Ozosept koncetrovani rastvor se koristi za redovnu higijenu usne duplje. Pomaze odrzavanju zdravlja desni I ublazenju pratecih tegobakod oboljebja desni, grla i ždrela. Zahvaljujući poseboj kombinaciji sastojaka preporučuje se kao dopuna tretmanu gingivitisa, paradontopatije, afti, tonzila, faringita i stomatitisa. Ozosept rastvor ima osvežavajući ukus i dobrinosi neutralisanju zadaha iz usta.

Tabela 1.
|Ime proizvoda |Sastav |Indikacije |
|Curasept |Hlorheksidin |Plak |
| |Fluoridi |Karijes |
|Oral B |Fluoridi |Karijes |
| |Metil-salicilat | |
| |Mentol | |
|Parodontax |Hlorheksidin |Plak |
| |Fluoridi |Karijes |
| | |Krvarenje desni |
|Lacalut |Fluoridi |Plak |
| | |Karijes |
| | |Gingivitis |
|Listerine |Mentol |Plak |
| |Timol |Karijes |
| |Metil-salicilat |Gingivitis |
| |Eukaliptol | |
|Hexoral |Heksetidin |Infekcije usne duplje |
|Fluorogal |Fluoridi |Karijes |
|Ozosept |Timol, mentol |Tonzilitis, faringitis |
| |Metil-salicilat |Gingivitis |
| |Benzoeva kiselina |Paradontopatije |
| |Eozin |Afte |

Cilj

Cilj ovog istraživanja je ispitivanje stavova stomatologa zaposlenih u državnim ordinacijama prema vodicama za usta i postojećim brendovima na tržištu, kao i mogućnosti međusobne saradnje.

Metodologija

Ispitavanje je sprovedeno anketiranjem 50 stomatologa, od strane 7 studenata pete godine Farmaceutskog fakulteta. Anketirani stomatolozi su ispitivani na radnim mestima, odnosno u državnim ordinacijama, na teritoriji grada Beograda i Gornjeg Milanovca. Anketa je data u Prilogu 1. Sastoji se od 9 pitanja.
U pitanju 5 stomatolozima su ponuđeni brendovi prisutni na tržištu, opisani u uvodnom delu.
Rezultati

Rezultati istraživanj pokazuju da je prosečan broj pacijenata dnevno po anketiranom stomatologu 14, a grafik 1 bliže pokazuje dnevno opterećenje stomatologa.

Grafik 1.
[pic]

Prosečan broj pacijenata koji dnevno dobije preporuku za korišćenje vodica za usta od strane jednog ispitanog stomatologa je 3,62.

Anketirani stomatolozi su većinom iskazali pozitivan stav prema vodicama za usta, i svi sa pozitivnim stavom su izjavili da preporučuju ove prerarate, što je i predstavljeno na grafiku 2.

Grafik 2.
[pic]
Ispitanici su se izjasnili da su indikacije za koje savetuju primenu vodica za usta (izloženo od najčešće):
1. Gingivitis
2. Parodentopatije
3. Afte
4. Neprijatan zadah
5. Prevencija karjesa
6. Različite akutne i hronične infekcije
7.Za održavanje higijene usta u postoperativnom periodu
8.Ostalo

Komercijalni preparati za koje se ispitani stomatolozi odlučuju su prikazane u grafiku 3. Ostalo označava preparate koji nisu bili ponuđeni u anketi, a koje su ispitanici navodili (Dezoral, Hibidex, svoj patent, prirodne proizvode).

Grafik 3.
[pic]

Ispitanici uglavnom navode dugogodišnje iskustvo kao razlog primene navedenih preparata.

Saradnici farmaceutskih kompanija posećuju 58,54% ispitanika. Uzimajući u obzir ispitanike koji su naveli farmaceutske kompanije koje ih obilaze:
- 3,13 % ispitanika obilaze saradnici kompanije „Johnson&Johnson“
- 3,13 % ispitanika obilaze saradnici kompanije „Zdravlje“.
-12,50 % ispitanika obilaze saradnici kompanije „Novartis“.
-15,63 % ispitanika obilaze saradnici kompanije „Oral B“.
-25,00 % ispitanika obilaze saradnici kompanije „Galenika“.
-40,62 % ispitanika obilaze saradnici kompanije „Colgate“.

Razlozi zbog kojih bi se ispitanici odlučili da preporuče novi brend su brojni i višestruki, a najčešći su prikazani na grafiku 4.

Grafik 4.
[pic]

Zaključak

Prosečan broj pacijenata dnevno po anketiranom stomatologu je 14, od toga 3,62, odnosno 25,85% stomatoloških pacijenata (svaki četvrti) dobije preporuku o korišćenju vodice za usta. 92% ispitanih stomatologa ima pozitivan stav o vodicama za usta, a uz to ih i preporučuje, pa možemo zaključiti da postoji dobra polazna osnova za razvoj prodaje ovih preparata.
Na osnovu indikacija koje su navodili stomatolozi i indikacija koje su navedene od strane proizvođača vodica za usta, možemo zaključiti da anketirani stomatolozi generalno poznaju indikacije za ove proizvode. Postoji prostor za detaljniju edukaciju o karakterističnim prreporučenim indikacijama za konkretne proizvode, naročito zato što stomatolozi najčešće navode dugogodišnje iskustvo kao razlog zašto preporučuju neki brend.
Najčešće primenjivani brendovi su Paradontax i Curasept sa po 39,6%, zatim Listerine sa 31,25% i Fuorogal sa 29,17% preporuke. S obzirom da ispitanike najviše posećuju saradnici farmaceutske kuće Colgate (40,62%) a da brendovi ove kompanije nisu navedeni kao oni koji se preporučuju, zaključujemo da ove posete nisu produktivne, i da buduće marketinške aktivnosti ne treba voditi u tom smeru. U prilog ovakvom zaključku ide i zastupljenost Fluorogala (nalazi se na četvrtom mestu) u poređenju sa posetama saradnika Galenike (25%, ili druga farmaceutska kuća po posetama). Četvrto mesto Fluorogala po zastupljenosti se mora delom pripisati dugogodišnjem prisustvu na domaćem tržištu i iskustvu koje stomatolozi sa ovim prepartom imaju (što je, kao što je već navedeno, ključni razlog koji ih opredeljuje).
Ono što u očima stomatologa pravi razlliku među novim brendovima, sa kojima nemaju iskustva, je kvalitet i sastav preparata, cena, efikasnost i bezbednost, tako da u ove karakteristike treba najviše ulagati, ali i najviše ih promovisati.

Prilog 1.
Poštovani, cilj ovog istraživanja je ispitivanje stavova stomatologa i farmaceuta prema vodicama za usta i postojećim brendovima na tržištu. Istraživanje se sprovodi u saradnji sa firmom Actavis. Sve podatke koje navedete u anketi biće zaštićeni i koristiće se u naučne svrhe.

Naziv ordinacije____________________________________________
Adresa____________________ e-mail_________________________
Stomatolog_________________________ tel___________________

1.Broj pacijenata dnevno____
2. je vaš stav o vodicama za ispiranje usta?
3.Da li preporučujete Vašim pacijentima vodice za ispiranje usta? DA NE
4.Za koja zdravstvena stanja ( indikacije ) preporučujete vodice za usta?
5.Koje vodice za usta najčešće preporučujete i zbog čega?
1.Curasept_______________________________________________
2.Paradontax_______________________________________________
3.Oral B_________________________________________________
4.Lacalut__________________________________________________
5.Listerine_________________________________________________
6.Hexoral_________________________________________________
7.Fluorogal_________________________________________________
8.Ozosept_________________________________________________
9.______________________________________________________
6.Da li Vas obilaze stručni saradnici farmaceutskih kompanija koji vrše promociju vodica za usta?
7.Koje farmaceutske kuće Vas obilaze?
8.Koliki je broj pacijenata koji od Vas dnevno dobije preporuku za vodice za usta?
9.Šta bi Vas opredelilo da u svojoj praksi počnete da koristite\preporučujete pacijentima novi brend ( novi proizvod) vodica za usta?

Literatura

1. www.curaden.com
2. www.oralb.com
3. www.listerine.com
4. www.parodontax.rs
5. www.vetmetal.com
6. www.alims.gov.rs
7. www.lacalut.rs
8. www.mojstomatolog.com.hr
9. www.pharmanova.com

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...Classical conditioning is the process of learning through association. In our experiment, the teacher was able to classically condition a student without the student even realizing it. The experiment was to get to get the student to turn off the lights when exposed to a certain video slide. The unconditioned stimulus was the teacher student telling the student to turn off the lights. The unconditioned response was the student turning off the lights. The conditioned stimulus was the certain video slide that was presented. The conditioned response was the student turning off the lights to the video slide. The student ended up turning off the lights upon seeing the video slide. This is clear evidence of the student being classically conditioned. The teacher did not have to tell the student to turn off the lights. The sequence of events in order that occur are the unconditioned stimulus and unconditioned response first. These are always introduced first in the experiment. The stimuli that got paired together were the teacher’s commands and the video slide. The result of the behavior was the student doing the action of turning the lights off without being told to do so. A great example of classical conditioning is the professor having the students to take attendance. At a certain time, the teacher would hand out the sign-in sheet for students to sign. He would at first have to tell the students it’s time to sign-in. This is the unconditioned stimulus. The conditioned stimulus is the...

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Classical Conditioning

...Abstract For our experiment, classical conditioning was investigated. Our participants were (N=181) lab virtual rats. Our study was investigated by pairing a light with a shock and see if our lab rat (Sniffy) showed freezing behaviors. There were three conditions to our study acquisition, extinction and spontaneous recovery. During the acquisition stage, Sniffy’s freezing behavior increased when the light was paired with the shock. In the extinction stage Sniffy’s behavior declined since the light was not paired with the shock. During the spontaneous recovery, Sniffy was removed from his environment and then put back in which Sniffy was presented with the light but no shock. Freezing behavior increased after he was put back in, but after sometime...

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Classical Conditioning

...Classical Conditioning Paper PSY 390 September 19, 2011 Chelsea Hansen Classical Conditioning Paper The primary premise of psychology is the study of one’s behavior through mental research as well as physical experiments. Classical Conditioning is the study of one’s behavior through research and experiments and trying to identify the conditions one put themselves in or are put in to study their behavior. “Classical Conditioning is a technique used in behavioral training.” (http://psychology.about.com/od/cindex/g/classcond.htm) A Russian physiologist by the name of Ivan Pavlov is believed to be the igniter to classical conditioning though his intense research and experiments with dogs and his saliva theoretical presentations and experiments. Pavlov also believed that “classical conditioning is a learning process that occurs through associations between an environmental stimulus and a naturally occurring stimulus.” (http://psychology.about.com/od/behavioralpsychology/a/classcond.htm) Theory of Classical Conditioning and Scenario The theory of classical conditioning that was most famous by Ivan Pavlov was the digestive system where he then accidently had his attention drawn to “psychic reflexes.” (http://www.learning-theories.com/classical-conditioning-pavlov.html) The scenario that will be used in this paper will be how prisoners are classically conditioned with “chow time” (time to eat) in the prison system. In the prison systems inmates and their natural reflex of...

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Classical Conditioning

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...Classical Conditioning Paper PSY/ 390 May 05, 2014 Professor Chelsea Hansen Classical Conditioning Paper Abstract: Throughout this paper a theory of classical conditioning will be described and detailed. A selected scenario in which I the writer was able to apply a classical conditioning theory. The description of the scenario will be detailed as well as demonstrated on a chart which was prepared in order to illustrate how someone would apply a classical conditioning theory to the selected scenario. It is important to remember that classical conditioning is a technique that is used in primarily behavioral training. Usually it is when a naturally occurring stimulus is paired with a responsive stimulus. Afterwards a more previously neutral stimulus is then paired with the more naturally occurring stimulus. The outcome is that the previously neutral stimulus comes in to evoke and the response is without the presence of the naturally occurring stimulus. The most common names given to the two following elements are known as the conditioned stimulus and the conditioned responses. Classical conditioning came to life through the hard work and dedication from the well world renowned investigations of Psychologist Ivan Pavlov. Pavlov Born September 14, 1849 in Russia knew from very early he loved the study of psychology and worked hard on focusing on the Classical Conditioning theory “Operant and classical conditioning are two different ways in which organisms come to reflect...

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