Papers by Thamburaj Anthuvan
Indian Journal of Public Health Research & Development, 2025
Background: Bite count reduction is a behavior-based method to manage weight without tracking cal... more Background: Bite count reduction is a behavior-based method to manage weight without tracking calories. While it has shown results in lab settings, its use in daily life, especially for busy professionals, is less understood. This case study assessed how practical and effective this approach is for an Indian executive over eight weeks.
Methods: A 45-year-old male executive reduced his bite count by 30% per meal while keeping his usual meal timing and food choices. Baseline bite count, weight, and body composition were recorded for one week before the change. Weekly tracking included adherence, weight, fat percentage, muscle mass, and hunger levels. Correlation analysis was done to assess the link between bite count and fat loss.
Conclusion: Over eight weeks, the participant lost 5.3 kg (5.82%), with fat percentage dropping from 19.86% to 17.8%. Muscle mass was maintained. A strong correlation (r = 0.818, p = 0.013) was found between bite count and weight loss. Satiety improved from 3.0 to 4.8 hours, and adherence reached 95%. This shows that bite count reduction is a simple, low-effort method that fits Indian eating habits and professional routines. More studies are needed to confirm long-term results and wider use.
International Journal of Clinical Metabolism and Diabetes, 2025
Background: Type 2 diabetes mellitus (T2DM) is a significant public health concern in India, driv... more Background: Type 2 diabetes mellitus (T2DM) is a significant public health concern in India, driven by rapid urbanization, increased consumption of ultra-processed foods, and changing dietary habits. These factors necessitate updated, real-world data to guide dietary interventions and public health strategies. Aims: This study aims to evaluate macronutrient intake as a percentage of total energy consumption in adults with and without T2DM. Secondary objectives include assessing dietary patterns, meal frequency, water intake, and associations with biochemical markers such as glycosylated hemoglobin (HbA1c), fasting blood glucose (FBG), postprandial blood glucose (PPBG), and lipid profiles. Methods: The I-STARCH study (Indian Study to Assess Real World CarboHydrate Consumption) employs a multicentric, cross-sectional observational design across 33 healthcare centers in India, targeting 1,000 participants. Data collection includes a structured 3-day dietary recall, demographic and clinical data from authenticated medical records, and standardized case report forms (CRFs). Statistical analysis will examine dietary patterns, their relationship with metabolic outcomes, and subgroup differences (e.g., urban vs. semi-urban). Expected Outcomes: The study will provide critical insights into contemporary dietary behaviors, facilitating personalized dietary recommendations and contributing to strategies for effective diabetes prevention and management. Summary: The I-STARCH study explores how diet affects blood glucose and lipid levels in Indian adults with and without Type 2 diabetes, aiming to guide personalized nutrition strategies.
International Journal of Person Centered Medicine, 2025
Background and aim: This study focuses on Person-Centric Packaging (PCP) as a means to enhance me... more Background and aim: This study focuses on Person-Centric Packaging (PCP) as a means to enhance medication adherence in diabetes management through innovative packaging designs. The use of Alu-Alu strips with eye-catching, identifiable designs was evaluated to assess its impact on adherence.
Methods: A mixed-methods approach was used, including surveys conducted with 14,396 healthcare professionals and 127 people with diabetes. Respondents were asked about their preferences between designed and plain strips, as well as the challenges they faced with standard packaging.
Results: Among healthcare professionals, 99.7% favored designed strips over plain ones. People with diabetes reported confusion in identifying the correct medication (39.4%) and forgetfulness (16.5%) with standard silver strips. The designed strips were preferred for easier identification (35%), unique appearance (25%), enhanced convenience (20%), and elderly-friendly features (20%).
Conclusion: Attractive and Person-Centric Packaging significantly improved medication adherence by addressing key challenges like confusion and forgetfulness. The study highlights the importance of thoughtful design in enhancing adherence, particularly for older adults, and suggests that PCP can improve health outcomes in diabetes management.
International Journal of Scientific Research, 2025
Background: With the increasing prevalence of type 2 diabetes mellitus (T2DM) and its associated ... more Background: With the increasing prevalence of type 2 diabetes mellitus (T2DM) and its associated comorbidities and complications, it has become increasingly important to adopt combination therapies with extra-glycemic benets. A physician's perspective is crucial to ensure the relevance of therapy, maximize benets, and manage risks. This study aims to evaluate the practicality of the triple xed-dose combination (TFDC) of Dapagliozin, Sitagliptin, and Metformin (Dapa+Sita+Met) in managing T2DM in India. Methods: A quantitative, cross-sectional survey was conducted among Indian physicians specializing in T2DM management. The survey included 16 questions evaluating the utility of the TFDC of Dapa+Sita+Met. Physicians' responses were analyzed to assess their views on glycemic control, cardiovascular health, patient adherence, and overall treatment efcacy. Results: The survey collected responses from 215 physicians from different regions of India. Of the respondents, 202 (93.9%) agreed that the TFDC effectively improves glycemic control, and 202 (95.8%) acknowledged its overall efcacy. The combination was considered well-tolerated by 180 (83.7%) participants, which aligns with its safety prole reported in clinical trials. Notably, 209 (97.2%) physicians appreciated the reduced pill burden associated with the TFDC. Nearly 95% (N=202) of the respondents positively acknowledged TFDC for its cardiovascular safety. About 79.5% (N=176) highlighted compliance, efcacy, safety, and reduced pill burden as key benets of TFDC. Conclusion: This study highlights physicians' perspectives on the effectiveness of the TFDC of Dapa+Sita+Met in managing T2DM. Physicians agree that the TFDC combination provides glycemic control, confers cardiovascular safety, reduces pill burden, and enhances patient compliance.
AI and Ethics, 2025
Artificial intelligence (AI) is transforming organizations by driving efficiency and innovation. ... more Artificial intelligence (AI) is transforming organizations by driving efficiency and innovation. However, its rapid adoption also brings ethical, regulatory, and governance challenges. This paper presents the AI-C2C (conscious to conscience) governance framework-a practical, phased model designed to help organizations navigate ethical AI integration. The framework consists of three stages: AI-conscious adoption, AI + human intelligence (HI) collaboration, and AI-conscience governance. It evolves with AI maturity, focusing on transparency, accountability, and role-based oversight. The framework is built on insights from expert interviews, sector case studies (IBM, AstraZeneca, Mastercard), and a thorough literature review. It outlines key roles, including the Chief AI Officer, the creation of AI ethics committees, and the use of Explainable AI (XAI). Additionally, the framework proposes seven key performance indicators to assess ethical compliance, transparency, workforce readiness, and regulatory alignment. This paper provides a clear roadmap for organizations to adopt AI responsibly, foster stakeholder trust, and create long-term value through ethical innovation.
Introduction: Chronic kidney disease (CKD) is a progressive condition characterized by reduced ki... more Introduction: Chronic kidney disease (CKD) is a progressive condition characterized by reduced kidney function, leading to increased morbidity and mortality. The risk of cardiovascular disease is notably high among individuals with CKD and type 2 diabetes mellitus (T2D). Sodium-glucose cotransporter 2 (SGLT-2) inhibitors have emerged as a promising treatment for CKD, offering renoprotective and cardioprotective benefits beyond glucose-lowering effects. Materials and Methods: A panel of 210 nephrologists from different regions of India participated in a consensus-building process. Using a Delphi methodology, the panelists were surveyed on various aspects of CKD care, with a focus on the use of SGLT-2 inhibitors individuals with or without diabetes. The consensus process involved multiple rounds of surveys and group discussions moderated by experts to arrive at practical recommendations for integrating SGLT-2 inhibitors into CKD management at the primary care level. Results: The majority (48.57%) of clinicians strongly agreed that primary care physicians play a vital role in early CKD management. There was a consensus on the need for early CKD screening, especially among high-risk groups, such as those with diabetes, hypertension, or a family history of kidney disease. Serum creatinine, proteinuria measurement, and estimated glomerular filtration rate were identified as the most critical diagnostic tests. The consensus supported the incorporation of SGLT-2 inhibitors into early CKD management to delay disease progression, especially in patients with T2D, with evidence suggesting significant cardiovascular and renal benefits. Conclusion: SGLT-2 inhibitors have shown substantial efficacy in improving renal and cardiovascular outcomes in CKD patients. Early integration of SGLT-2 inhibitors in CKD management, particularly in high-risk groups, can slow disease progression, reduce complications, and improve patient outcomes.
Journal of Diabetology, 2025
This systematic review evaluates the potential role of SGLT2 inhibitors (SGLT2i) in managing pred... more This systematic review evaluates the potential role of SGLT2 inhibitors (SGLT2i) in managing prediabetes, summarizing current evidence on efficacy, safety, and clinical implications. It identifies gaps in literature and highlights the need for further real-world and interventional studies to validate the therapeutic use of SGLT2i in the prediabetes spectrum, with or without comorbidities.
Journal of the Association of Physicians of India (JAPI), 2025
Sodium-glucose co-transporter-2 inhibitors (SGLT2i) are highly effective in managing blood glucos... more Sodium-glucose co-transporter-2 inhibitors (SGLT2i) are highly effective in managing blood glucose and offer cardiorenal benefits. However, real-world adherence remains a challenge. This consensus paper, developed by 14 national experts through literature review and virtual discussions, addresses factors behind nonadherence and discontinuation. Key findings highlight demographic and clinical risk factors, and propose actionable strategies including personalized patient education, better selection criteria, and improved communication between doctors and patients to enhance long-term adherence and reduce withdrawal.
Leveraging the 7Ps Framework in Pharmaceutical Marketing: A Narrative Review, 2024
Pharmaceutical marketing operates at the intersection of regulatory compliance, ethical considera... more Pharmaceutical marketing operates at the intersection of regulatory compliance, ethical considerations, and evolving market demands. This narrative review employs the 7Ps framework-Product, Price, Place, Promotion, People, Process, and Physical Evidence-to examine strategies for brand differentiation, patient engagement, and sustainable growth. Key findings highlight the integration of digital tools, such as AI and CRM systems, with traditional approaches to optimize operations and build trust. The review identifies regulatory constraints, the digital divide, and balancing global and local strategies as key challenges, while emphasizing opportunities in phygital engagement, sustainability, and patient-centric models. It concludes by calling for systematic research to map the impact of the 7Ps framework on marketing outcomes in a rapidly evolving pharmaceutical landscape.
Asian Journal of Diabetology, 2024
Background: Sodium-glucose cotransporter 2 inhibitors (SGLT2i) directly inhibit the SGLT2
protein... more Background: Sodium-glucose cotransporter 2 inhibitors (SGLT2i) directly inhibit the SGLT2
protein in kidney proximal tubules, leading to increased glucose excretion. Medication
adherence ensures individuals receive intended therapeutic effects, optimizing overall
treatment effectiveness. The primary objective of this consensus study was to pinpoint the
prevalent adverse effects associated with SGLT2i and establish optimal clinical practices for
educating patients during the initiation of therapy. Methods: A diverse panel of experts,
consisting of 158 clinicians specializing in diabetes care across India, were invited to engage
in a Delphi discussion following an initial online survey conducted via email. Throughout
the process, panelists were actively encouraged to offer feedback on the compiled responses,
allowing for adjustments in their perspectives. Subsequently, the outcomes of each meeting
were consolidated to form final recommendations. Results: About 88.24% of participants
identified initiating SGLT2i for type 2 diabetes with atherosclerotic cardiovascular disease,
heart failure or chronic kidney disease. Considerations for prescribing include eGFR <25 mL/
min/1.73 m² (66.46%), a history of urinary tract infection (65.82%), and prior genital mycotic
infections. Most (53.71%) preferred tips in prescriptions, and 63.92% consistently educated
patients about SGLT2i use, with 64.15% strongly agreeing it alleviates clinical inertia; 68.35%
strongly supported regional language education, and 79.11% endorsed QR-based patient
education in smart prescriptions (Rx). Conclusion: Educating patients in regional languages,
leveraging technology and providing printed literature are crucial strategies for overcoming
clinical inertia and enhancing medication adherence.
Knowledge, Attitude, and Practice in Managing Chronic Kidney Disease with SGLT2 Inhibitors, 2024
Background and objective: Chronic kidney disease (CKD), and its increasing global burden, is asso... more Background and objective: Chronic kidney disease (CKD), and its increasing global burden, is associated with significant morbidity and mortality. This survey-based study aims to capture the knowledge, attitude and practices (KAP) amongst practicing physicians in considering sodium-glucose co-transporter 2 inhibitors (SGLT2i) for the prevention and progression of CKD in diabetic or nondiabetic individuals. Methodology: An online questionnaire-based survey was conducted among 262 health care practitioners (HCPs) who manage people with CKD with or without diabetes. The survey was prepared as a Google form and circulated through email to different HCPs. The survey consisted of 6 knowledge-based questions, 4 attitude-based questions and 4 practice-based questions. The forms were filled up voluntarily by the participants and the authors had no control over the response provided. All the responses were consolidated using Microsoft Excel and analyzed. Results: A total of 262 HCPs from different regions of the country participated in the survey. About 87% to 94% of the participants were aware that SGLT2i, specifically dapagliflozin, is approved for use in CKD patients with or without diabetes. About threefourths of the HCPs accepted that an initial drop in estimated glomerular filtration rate (eGFR) occurs upon initiation of dapagliflozin treatment. Almost 90% of them acknowledged the importance of screening for CKD in diabetic patients, and the majority were aware of the renal benefits of SGLT2i. Almost 96% of HCPs consider that dapagliflozin could be used in all patients with CKD irrespective of their diabetes status. Major determining factors with respect to a setback in practice are fear of side effects (54%) and hesitation in switching to newer medications when older medications work fine (34%). Conclusion: SGLT2i have demonstrated significant clinical benefits in patients with CKD with or without diabetes. This survey has shown good awareness among clinicians of the beneficial role of SGLT2i in CKD.
Trends in Pharmaceutical Marketing and Branding Research: A Bibliometric Analysis (2009–2023), 2024
Purpose-This study conducts a comprehensive bibliometric analysis of pharmaceutical marketing and... more Purpose-This study conducts a comprehensive bibliometric analysis of pharmaceutical marketing and branding research, focusing on the transformative period of the last 15 years (2009-2023), particularly during and after the COVID-19 pandemic. The purpose of this analysis is to highlight key shifts and trends in the field over this period. Design/methodology/approach-This study examined 329 research papers sourced from JSTOR and PubMed. It explores the evolution of the field, emphasizing significant shifts and trends. Findings-The analysis identified 2009 and 2014 as pivotal years for research activity, with The British Medical Journal and BioMed Central emerging as key publication platforms. Contributions from the USA, led by authors like Joel Lexchin, were particularly notable. The study also highlighted a shift toward AI-driven marketing, digital transformation and personalized medicine, especially in the post-COVID-19 period (2020 onwards). Co-authorship networks and keyword analysis emphasized the growing focus on regulatory compliance, patient engagement and the integration of digital tools in pharmaceutical marketing. Originality/value-This study charts the historical and current state of pharmaceutical marketing and branding and sets the foundation for future research, emphasizing the increasing role of digitalization and AI.
Efficacy of Dapagliflozin + Sitagliptin + Metformin Versus Sitagliptin + Metformin in T2DM Inadequately Controlled on Metformin Monotherapy: A Multicentric Randomized Trial, 2024
hydrochloride extended release (XR), compared to a dual FDC of sitagliptin + metformin hydrochlor... more hydrochloride extended release (XR), compared to a dual FDC of sitagliptin + metformin hydrochloride XR among patients with type 2 diabetes mellitus (T2DM) with poor glycemic control when treated with metformin monotherapy. Methods: A total of 274 patients with T2DM were randomized (1:1) to either arm X, receiving FDC of dapagliflozin (10 mg) + sitagliptin (100 mg) + metformin hydrochloride XR (1000 mg) (Dapa + Sita + Met) tablets, or arm Y, receiving sitagliptin phosphate
Books by Thamburaj Anthuvan
Neuroscientific Insights and Therapeutic Approaches to Eating Disorders, 2024
This chapter explores the application of neuromarketing techniques to encourage healthier eating ... more This chapter explores the application of neuromarketing techniques to encourage healthier eating habits, aiming to counteract the global rise in lifestyle diseases linked to poor dietary choices. By reviewing existing campaigns, analyzing consumer behavior studies, and evaluating health outcomes, the chapter highlights the potential of neuromarketing to subtly influence preferences. Ethical considerations are emphasized to ensure responsible use, underlining its importance in combating lifestyle diseases and promoting public health.
Conference Presentations by Thamburaj Anthuvan
Indo–Spain Conference Proceedings 2025 (ISBN: 978-81-993477-2-4, Taran Publication), 2025
This paper introduces the CXO e-FIT™ framework, designed to address the evolving leadership needs... more This paper introduces the CXO e-FIT™ framework, designed to address the evolving leadership needs of organizations in the digital era. It highlights emerging roles such as Chief Digital Information Officer, Chief AI Officer, and Digital Transformation Officer, while emphasizing AI-native competencies required for future-ready leadership. The framework is empirically grounded and aims to guide both academics and practitioners in shaping leadership strategies for sustainable digital transformation.
ISDSI-Global Conference 2024, Pune Institute of Business Management, 2024
This systematic review evaluates 80 empirical studies published between 2013 and 2024, analyzing ... more This systematic review evaluates 80 empirical studies published between 2013 and 2024, analyzing the evolution of pharmaceutical marketing strategies with a focus on the 7Ps framework (Product, Price, Place, Promotion, People, Process, Physical Evidence). The paper also maps six outcome dimensions—prescription behavior, trust, brand recall, loyalty, awareness, and market share. The review identifies underexplored digital tactics and proposes a unified strategic framework to align pharmaceutical promotion with evidence-based outcomes in the Indian context.
Proceedings of the 4th International Conference on Contemporary Issues in Business Innovation, Technology & Social Sciences (ICBITSS-2024), 2024
This paper examines how Generation Z doctors are reshaping pharmaceutical marketing expectations ... more This paper examines how Generation Z doctors are reshaping pharmaceutical marketing expectations in India. It explores digital preferences, ethical expectations, and communication strategies that align with Gen Z's values. Insights offer practical implications for brand teams, marketers, and policy stakeholders aiming to engage this emerging demographic effectively.
INCON 2025 – XVIII Edition Conference Proceedings, ASM Group of Institutes, 2025
This conceptual paper proposes a governance framework for embedding ethical AI into organizationa... more This conceptual paper proposes a governance framework for embedding ethical AI into organizational decision-making. The model transitions from AI-Conscious (awareness) to AI-Conscience (accountability), integrating elements like the Chief AI Officer (CAIO), sectoral Key Performance Indicators (KPIs), and AI ethics checkpoints. Drawing from real-world practices, the framework emphasizes the need for cross-functional ownership, transparency, and regulatory alignment in AI adoption, especially in high-stakes sectors like pharma, finance, and education.
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Papers by Thamburaj Anthuvan
Methods: A 45-year-old male executive reduced his bite count by 30% per meal while keeping his usual meal timing and food choices. Baseline bite count, weight, and body composition were recorded for one week before the change. Weekly tracking included adherence, weight, fat percentage, muscle mass, and hunger levels. Correlation analysis was done to assess the link between bite count and fat loss.
Conclusion: Over eight weeks, the participant lost 5.3 kg (5.82%), with fat percentage dropping from 19.86% to 17.8%. Muscle mass was maintained. A strong correlation (r = 0.818, p = 0.013) was found between bite count and weight loss. Satiety improved from 3.0 to 4.8 hours, and adherence reached 95%. This shows that bite count reduction is a simple, low-effort method that fits Indian eating habits and professional routines. More studies are needed to confirm long-term results and wider use.
Methods: A mixed-methods approach was used, including surveys conducted with 14,396 healthcare professionals and 127 people with diabetes. Respondents were asked about their preferences between designed and plain strips, as well as the challenges they faced with standard packaging.
Results: Among healthcare professionals, 99.7% favored designed strips over plain ones. People with diabetes reported confusion in identifying the correct medication (39.4%) and forgetfulness (16.5%) with standard silver strips. The designed strips were preferred for easier identification (35%), unique appearance (25%), enhanced convenience (20%), and elderly-friendly features (20%).
Conclusion: Attractive and Person-Centric Packaging significantly improved medication adherence by addressing key challenges like confusion and forgetfulness. The study highlights the importance of thoughtful design in enhancing adherence, particularly for older adults, and suggests that PCP can improve health outcomes in diabetes management.
protein in kidney proximal tubules, leading to increased glucose excretion. Medication
adherence ensures individuals receive intended therapeutic effects, optimizing overall
treatment effectiveness. The primary objective of this consensus study was to pinpoint the
prevalent adverse effects associated with SGLT2i and establish optimal clinical practices for
educating patients during the initiation of therapy. Methods: A diverse panel of experts,
consisting of 158 clinicians specializing in diabetes care across India, were invited to engage
in a Delphi discussion following an initial online survey conducted via email. Throughout
the process, panelists were actively encouraged to offer feedback on the compiled responses,
allowing for adjustments in their perspectives. Subsequently, the outcomes of each meeting
were consolidated to form final recommendations. Results: About 88.24% of participants
identified initiating SGLT2i for type 2 diabetes with atherosclerotic cardiovascular disease,
heart failure or chronic kidney disease. Considerations for prescribing include eGFR <25 mL/
min/1.73 m² (66.46%), a history of urinary tract infection (65.82%), and prior genital mycotic
infections. Most (53.71%) preferred tips in prescriptions, and 63.92% consistently educated
patients about SGLT2i use, with 64.15% strongly agreeing it alleviates clinical inertia; 68.35%
strongly supported regional language education, and 79.11% endorsed QR-based patient
education in smart prescriptions (Rx). Conclusion: Educating patients in regional languages,
leveraging technology and providing printed literature are crucial strategies for overcoming
clinical inertia and enhancing medication adherence.
Books by Thamburaj Anthuvan
Conference Presentations by Thamburaj Anthuvan