pharmabrand summit 2012: presentation by: rosângela checchia
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A ROADMAP TO BRAZIL deciphering a growing
marketplace to gain acess to
commercial success
COUNTRY
market
momentum
opportunities
Brazilian personalities
“jeitinho”
“jeitinho”
Nonverbal
communication
Nonverbal
communication
Nonverbal
communication
regionalism
regionalism
regionalism
largest fresh water reserve in the world
12%
GREEN AREA AND FOREST RESERVES
Brazil
576 mi ha
Peru
69 mi ha
USA
303 mi ha
Canada
310 mi ha
Democratic
Republic of
Congo
134 mi ha
India
68 mi ha
Australia
164 mi ha
Russia
809 mi ha
China
197 mi ha
Indonesia
88 mi ha
diverse energy matrix
diverse energy matrix sugarcane17.8%
hydro14.0%
other biomass 9.7%
other renewables 4.0% ___________________________________________________________________________
45.5%
democracy
independent powers Legislative Judiciary
Executive ‘Public’ Ministry
multiparty political system
transparency
stable and permanently improved rules
after the ballot
FEW HOURS
138,500,000
electorate in 2012:
results a
participation of civil society
infrastructure investments
U$ 23,5 bi
high-speed train (SP, RJ)
U$ 25 bi
Petrobras platforms (RJ, RS, SP)
U$ 13,3 bi
metro (SP)
U$ 3,8 bi
highway (SP)
U$ 2,9 bi
port of Santos expansion (SP)
transposition of Sao Francisco River (PE)
U$ 4 bi
U$ 10 bi
San Antonio water plant (RO)
U$ 6,3 bi
nuclear plant (RJ)
U$ 9,3 bi
Belo Monte water plant (PA)
committed to multilateralism
non-intervention
and the peaceful resolution of disputes
Racism does not deny
Afro-Brazilians the opportunity
for upward mobility
music television
television television
arts
music
sports
television news presenter
senator
actress
business
politics
NGO religion sports
sports
judge of Suprem Court
Sao Paulo
the largest Japanese
population of any city
outside Japan
strong ethnic ties to
immigrant ancestry
Salvador
largest number of
African descendants
outside Africa
strong ethnic ties to
immigrant ancestry
lack of 340,000 professionals
in 20 critical areas
encouraging
immigration of skilled labor
over 100,000 scholarships at major
universities in the world by 2015
Embraer is a good example of what
privatization can achieve
www.exame.com
Embraer: the world’s biggest manufacturer
of mid-range passenger jets, after the
privatization
www.exame.com
privatization effects Embraer Before privatization After privatization
Gain (in million) -160 294
Number of aircrafts delivered 4 148
www.exame.com
best example of privatization
one of the world’s 4 biggest mining companies
more than 1,000 Km under the
responsibility of private enterprises
concession for expansion
and operation
passenger numbers in Brazil have doubled in a
decade and hectic growth is expected to continue
Rio de Janeiro Airport - RJ
concession for expansion and operation
country
MARKET
momentum
opportunities
Borders LARGEST economy
in Latin America
PORTUGAL
SPAIN FRANCE
GERMANY
twice that of Japan
demographics
3 times the
population of France
more than 198
million inhabitants
PORTUGAL
SPAIN FRANCE
GERMANY
twice that of Japan
demographics more than 198
million inhabitants
PORTUGAL
SPAIN FRANCE GERMANY
demographics more than 198
million inhabitants
2,5 times the
population of Germany
PORTUGAL
SPAIN
FRANCE
demographics more than 198
million inhabitants
3 times the
population of France
PORTUGAL SPAIN
demographics more than 198
million inhabitants
4,5 times of Spain
PORTUGAL
demographics more than 198
million inhabitants
10 times the one of
Portugal
PORTUGAL
SPAIN FRANCE
GERMANY
demographics
the southeast is the
most populated
41%
life expectancy
76 years
69 years
dem
og
rap
hic
s
infant mortality
decreased
changes that alter
the population
age structure
demographic bonus
population of
working age group
What should GROW more
Private pension
229 1,383
ANNUAL GROWTH
19.7%
Education
160 399
ANNUAL GROWTH
9.56%
Pharmaceutical
products
200 80
ANNUAL GROWTH
9.5%
Hospital
services
246 99
ANNUAL GROWTH
9.5%
2010 2020
215 million cell phones in Brazil
to 198 million people
middle class: almost half of the
passengers travelling by plane
- record high average wages
- record low unemployment
- declining Gini coefficient
- social Programs
consumer with more access
social mobility
middle class: the main driving
force in the pharmaceutical market
40 million joined the middle class
between 2003 to 2011
20 million more are expected to
be included by 2014
2003 2009 2014
Classes AB
Class C
Classes DE
13 20 31
66 94,9
113
96 73,3 59
PRODUCTIVE CAPITAL
3rd most
attractive country
foreign investment
5 diverse regions , especially regarding economic development
local investment
recent discoveries
Petroleum
natural gas
the most important economies
Sao Paulo
Rio de Janeiro
country
market
MOMENTUM
opportunities
impact of
Summer Olympics
Summer Olympics
the 1º edition held in South
America
will help sustain Brazil's economic
growth by injecting $51.1 billion into
Latin America's largest economy until 2027
and add 120,000 jobs
annually until 2016
all venues of the Olympic and Paralympic Games
will be constructed in 4 zones
(Brazilian Constitution)
Ministry of Health
twice candidate in the presidential
elections
mostly due to his performance as
health minister in past governments
José Serra Health Minister
Alexandre Padilha
responsible for establishing regulations
• drug pricing
• drug registration
• licenses to pharmaceutical laboratories…
National Industrial Property
Institute in partnership with
Anvisa is in charge of
analyzing patent requests
related to pharmaceutical
processes and products
3rd largest pharmaceutical market in the
America’s region
in revenue in number of companies
2011 2010 Companies UF 2011 2010 Companies UF
THE LARGEST RETAIL
PHARMACY
pharmacies deliver
medicines on request
pharmacies and drugstores – 82,204
pharmacies with manipulation – 7,351
pharmacies and drugstores in the state capitals – 18,598
pharmacies and drugstores in other cities – 63,606
homeopathic pharmacies – 1,053
additional information
additional information
pharmacies owned by pharmacists – 21,743
pharmacies owned by non-pharmacists – 46,451
pharmacies registered in the Regional Councils – 8,379
hospital pharmacies – 5,631
drug distributors – 3,821
pharmaceutical industries – 532
clinical laboratories owned by pharmacists – 5,993
additional information
country
market
momentum
OPPORTUNITIES
5th in the list of world
drug consumption
1st in
consumption in
Latin America
8th in the world
market in financial
volume
consumption
of drugs 15% of the
population still
account for 50% of
consumption
15%
34%
51% 16%
36%
48%
population segment by income
total medicine consumption
consumption
of drugs approximately 50% of the
population has little or no
access to any type of
drugs
15%
34%
51% 16%
36%
48%
population segment by income
total medicine consumption
Classes A - B
Classes C – D - E
MONTHLY EXPENSE PER GROUP
CONSUMPTION POTENTIAL
OF BRAZILIANS IN 2011
Total in 2011
$ 1,2 trillion
Classes A and B
$ 465 billion
Classes A and B represent
nearly 10% of the population
but they spend almost 2/3 of the
remaining 90%
Classes A - B
Classes C – D - E
MONTHLY EXPENSE PER GROUP
CONSUMPTION POTENTIAL
OF BRAZILIANS IN 2011
Total in 2011
$ 1,2 trillion
Classes A and B
$ 465 billion
Physicians per 10,000 (global average): 16.9 (23.4)
Statistics
Brazil GDP per person: $10,800
Public spending as a share of GDP: 3.62%
Health care spending as a share of GDP: 8%
Share of health care spending that is privately funded: 60%
Number of beds per 1,000 (global average): 2.4 (4.3)
Nurses per 1,000 (global average): 29.1 (60.3)
6,000 jobs created in 2011
employing more than 150,000
industry grew 19% in 2011,
achieving U$ 6.7 bi
healthcare industry has
generated more than U$ 4 bi in business
more than 300 labs
cheap X-rays and blood tests
therapeutic drugs
Black Stripe Medicines
considered high risk medication
sold with medical prescription
valid for 30 days
Red Stripe Medicines
Psychoactive Medicines
sold only with
medical prescription
considered of lower risk
sold only with a "Special Control"
valid for 30 days
Yellow Stripe Medicines
the generic drugs
the doctor (87%) is the primary
means Brazilians demand when
need guidance on health problems
even though, about 80 million self-medicate
Self-medication
THE ATTENDANT
most commonly prescribed drugs by attendants
flu (26%) contraceptives (11%) allergy (5%)
anti-inflammatory (95%) painkillers (89%) antibiotics (53%)
THE ATTENDANT
people store unused drugs in ‘domestic pharmacies’
use homemade ‘recipes’
39% of people
Union
States
Municipalities
1.07%
0.97%
1.62%
3.62% of GDP
Government expenditure on health
pharmaceutical industry in Brazil
Retail
71%
State
21%
Hospitals & Clinics
8%
non-retail sales represents U$ 6,5 billion
pharmaceutical total market sales
vaccination campaigns Brazil is launching a campaign
to vaccinate about 30
million people against
influenza
vaccination campaigns
organ donors campaign
is one of the largest in the world
the national public program of
organ and tissue transplants
human milk bank the largest network of
breast milk banks in
the world
208 milk banks
these banks
receive,
distribute and
pasteurize the
milk
human milk bank the largest network of
breast milk banks in
the world
208 milk banks
these banks
receive,
distribute and
pasteurize the
milk
the government is providing free
medicine for treating
diabetes and hypertension
covering 90% of the expense of the medicine
HYPERTENSION
Active Ingredient and Concentration
Captopril - 25mg
Enalapril maleate - 10mg
Propranolol hydrochloride - 40mg
Atenolol - 25mg
Hydrochlorothiazide - 25mg
Losartan - 50mg
DIABETES
Active Ingredient and Concentration
Glibenclamide - 5mg
Metformin hydrochloride - 500mg
Metformin hydrochloride - 850mg
Human Insulin NPH - 100ui/mL
DEVELOPMENT OF THE
GENERIC DRUG MARKET MARKET SEGMENT WITH DYNAMIC DEVELOPMENT
AND INTENSE COMPETITION
MANUFACTURES
NUMBER OF PRODUCTS
%
growth
rate
2,904
registration and production of generic
drugs sold in the market
90% made locally
GE
NE
RIC
S
Brazilian generic market
is worth around
80% is concentrated
on the top 6
57% of the local market is
concentrated on 2 big companies
basic pharmaceutical assistance 16%
strategic pharmaceutical
assistance 21% (neglected diseases and sexually
transmitted diseases)
exceptional acquisition of
medicines 41% (higher technology drugs)
SUS acquisitions categories:
vaccines and blood derived products 22%
30,300 Family Health Teams
45,000 primary care units
6,100 hospitals accredited
most recognized SUS actions
mass vaccination programs
Mobile Emergency Service (SAMU)
transplants
there are about 5,000 surgeons
and 242,000 dentists in the country
plastic surgeons perform about
140 surgeries per month
there are about 5,000 surgeons
and 242,000 dentists in the country
plastic surgeons perform about
140 surgeries per month
cosmetic69%
surgical procedures
31%
21 YEARS OF EXPERIENCE
ISO 20.252 WITH INTERNATIONAL ACCREDITATION
21 YEARS OF EXPERIENCE
ISO 20.252 WITH INTERNATIONAL ACCREDITATION
MEMBER OF IUTP (International Usability Testing Partners)
21 YEARS OF EXPERIENCE
ISO 20.252 WITH INTERNATIONAL ACCREDITATION
MEMBER OF IUTP (International Usability Testing Partners)
INNOVATION
21 YEARS OF EXPERIENCE
ISO 20.252 WITH INTERNATIONAL ACCREDITATION
MEMBER OF IUTP (International Usability Testing Partners)
INNOVATION
EYE TRACKING
COMMUNICATION AREA EXPERTISE
LINGUISTIC TEXT ANALYSIS
21 YEARS OF EXPERIENCE
ISO 20.252 WITH INTERNATIONAL ACCREDITATION
MEMBER OF IUTP (International Usability Testing Partners)
INNOVATION
EYE TRACKING
COMMUNICATION AREA EXPERTISE
21 YEARS OF EXPERIENCE
ISO 20.252 WITH INTERNATIONAL ACCREDITATION
MEMBER OF IUTP (International Usability Testing Partners)
INNOVATION
EYE TRACKING
COMMUNICATION AREA EXPERTISE
LINGUISTIC TEXT ANALYSIS
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