Using heat-killed, formalin-stabilized Staphylococcus aureus Cowan I suspension, it was possible to remove myeloma IgG and autoimmune anti-red blood cell antibodies from two patients' plasma ...following an extracorporeal procedure. The arterial anticoagulated blood was processed through a cell separator machine. The separated plasma was pumped through a bacterial filter containing S. aureus suspension. The adsorbed plasma was then reunited with the blood cells and returned to the patient through the vein. S. aureus Cowan I could selectively remove the myeloma IgG and autoimmune anti-red cell antibodies from the patients' plasma prolonging the lives of these two terminal patients. The immunoadsorption procedure appears to be a safe, practical and quick method for the removal of pathological IgG from the patients' plasma.
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DOBA, IZUM, KILJ, NUK, PILJ, PNG, SAZU, UILJ, UKNU, UL, UM, UPUK
Patients with multiple myeloma who have complications secondary to hyperviscosity are treated by chemotherapy and/or plasmapheresis. Because the response to chemotherapy is usually delayed, ...plasmapheresis is required for the removal of larger concentrations of plasma proteins to avoid life‐threatening complications. Until now there has been no available means to decrease the abnormal plasma proteins in a selective manner. This report describes a new method for the selective removal of immunoglobulin G from the plasma of a patient suffering from IgG‐type multiple myeloma. Results obtained from plasmapheresis and selective immunoadsorption of IgG are compared. It appears that the technique described herein may offer a new, more efficient method for the palliative treatment of diseases associated with elevated concentrations of plasma immunoglobulin G.
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BFBNIB, FZAB, GIS, IJS, KILJ, NUK, OILJ, SBCE, SBMB, UL, UM, UPUK
Entrenched in the Digital World Grieve, Jorge; Idiculla, Anita; Tobias, Katie
Business today (New Delhi, India),
02/2013
Magazine Article
Burberry had already joined Facebook, but Christopher Bailey wanted to do something more, something distinctive and unique to the brand. Burberry's luxury sector competitors may not have yet made any ...major waves in digital media, but Burberry's executive team had never been too focused on its peers. Instead, it looked to other iconic brands such as Nike, Apple, and Google. These brands were hitting social media hard, and Burberry wanted to follow suit. The mandate was simple: to develop a campaign that was innovative and would engage younger consumers. 'Enhance Experience Of Social Media Users'The case study highlights three interesting lessons. First, marketers are wary of the new social media world because, compared with traditional media such as TV, it offers relatively less control over the message and the potential target. Who knows who will share the message, with whom, and with what commentary? Further, the metrics to ascertain the success of the campaign are not as clear for the marketer. Burberry cleverly designed a campaign that overcame these two obstacles with social media.Second, many social media campaigns, especially on Facebook, are truly reminiscent of going from the horse carriage to the automobile. Since the horses were in front, the engine was placed in front of the car. Similarly, all these exposure-based ads on Facebook are irritating for the user and ineffective for the marketer. Who cares how many ?likes? a brand has, except perhaps to boast to other competitors?It is totally unimaginative. To be effective on Facebook, marketers must come up with campaigns that enhance the social experience of the Facebook user. For example, using your Facebook account to sign into the Amazon website so that it notifies your friends? birthdays and suggest gifts based on their activity. The Burberry campaign was very good at leveraging the social aspect of the new media.Third, luxury marketers tend to be product-oriented. If one thinks of the customer, segments become quickly apparent. There is the buyer who consumes the store as part of the brand experience, though even this is changing with busy professional women. However, there are other buyers who just want to buy a gift. They simply want the purchase executed at the click of a mouse. They will exchange it if they do not like it!Nirmalya Kumar, Professor of Marketing and Director of the Aditya Birla India Centre at London Business School Use of Digital Technology in Fashion Will ImproveLearning from iconic brands such as Nike, Apple and Google and applying that knowledge to an industry where use of digital media, and more specifically social media, is seen more as a distraction than a timely adaptation, is a bold step that has set Burberry apart.Burberry kept 'Customer Experience' at the core of its strategy and it needs to sustain that. It ensured entertainment, engagement, and interaction that appealed to both high-end and newgeneration consumers. It gave a unique experience to its customers by connecting stores digitally, providing online shopping solutions, developing social media applications in association with relevant partners (Facebook, Twitter, The Sartorialist etc). This use of co-creation has helped to drive brand awareness and the convenience of digital technology has given a new dimension to customer engagement.Time being a constant challenge in today's world, the demand for instant, accurate and exclusive fashion content, along with the convenience of digital technology, will only increase. The success of Burberry may seem easy to imitate to other fashion brands, but they might fail as Burberry's approach requires a complete transformation of the process. Using social media should not be an alternative to accessing information about the product, but an integral part of the value chain.Rubaba Dowla, Chief Service Officer, Airtel Bangladesh
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CEKLJ, IZUM, KILJ, NUK, PILJ, SAZU, UL, UM, UPUK
Patients with multiple myeloma who have complications secondary to hyperviscosity are treated by chemotherapy and/or plasmapheresis. Because the response to chemotherapy is usually delayed, ...plasmapheresis is required for the removal of larger concentrations of plasma proteins to avoid life-threatening complications. Until now there has been no available means to decrease the abnormal plasma proteins in a selective manner. This report describes a new method for the selective removal of immunoglobulin G from the plasma of a patient suffering from IgG-type multiple myeloma. Results obtained from plasmapheresis and selective immunoadsorption of IgG are compared. It appears that the technique described herein may offer a new, more efficient method for the palliative treatment of diseases associated with elevated concentrations of plasma immunoglobulin G.
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BFBNIB, FZAB, GIS, IJS, KILJ, NUK, OILJ, SBCE, SBMB, UL, UM, UPUK
Adsorption of autologous plasma over nonviable Staphylococcus aureus Cowan I (SAC) followed by reinfusion of the plasma causes regression of (a) chemically induced rat mammary adenocarcinomas (MA), ...and (b) canine transmissible venereal tumors (TVT) and spontaneously occurring dog tumors. Animal data are more impressive than that from trials in humans. Nine of 41 patients receiving perfusions of adsorbed plasma showed some partial objective response. Eight of these nine patients received multiple perfusions over a period of time. Twenty-one of 41 patients showed subjective responses. Adsorption of autologous plasma over non-protein A--containing S. aureus Wood 46 caused regression of MA. Adsorption of normal rat plasma with SAC, and infusion of this adsorbed plasma into mammary tumor--bearing rats, caused regression of MA. Intravenous infusion of purified protein A alone caused regression of both rat MA and canine TVT. Superimposed on this observation is the finding that, during plasma adsorption, bacterial moieties leach from SAC. It is possible that the immunostimulation observed in plasma-perfused hosts is due to the removal of plasma blocking agents on one hand, and introduction of the bacterial agents on the other.
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