Chilean Pharma: Exploring Beyond Copper - Pharmaceutical Executive


Chilean Pharma: Exploring Beyond Copper

Pharmaceutical Executive

Andres Rudolphy Fontaine, General Manager of Andromaco
Another unusual success story has been that of Hospira in Chile, which until very recently functioned as the headquarters for the Southern Cone region. Even though the company has not introduced new pharmaceuticals beyond its initial eight products since it began its operation, it have managed to double its sales in the last five years entirely based on its high-tech medical devices. Aldo Arata MuÑoz, general manager of Hospira Chile, explains, "This year my plan is to open up the market to our infusion security software and to expand our sales in this segment by convincing the hospitals that this is a very important issue for them. It won't be an easy endeavor, but it is definitely our big chance for growth, and I would like Hospira to be the first company working on this issue in Chile to differentiate our medical devices in this way." The company is betting that its software offering will be valued by the public hospitals enough to drive its sales beyond its past performance.

Francisco Medone Crovetto, CEO of ­ITF-Labomed
Similarly, Baxter has been expanding its business in Chile by focusing on its end-stage kidney disease and hemophilia products. As a matter of fact, the company is one of the few MNCs that still has production facilities in Chile and has been putting them to good use at the local level. General manager Christian Quiroga elaborates that, "Today, we also export products to other Baxter facilities in Ecuador and Central America, but that only represents about 10% of our total production. The rest is entirely for the local market." The Argentine manager has been exploring to further diversify its portfolio in the public system as a means to drive growth. "In Chile, bioscience products, which include therapies for hemophilia, are awarded on a tender basis, and represent one of our greatest growth opportunities," concludes Quiroga.

Hernan Pfeifer Frenz, General Manager of Laboratorio Chile
As premium and niche segments are increasingly recognized, new product offerings have been constantly sprouting throughout the country, bringing the most innovative treatments into the market. Genzyme only established itself in the country in 2008, but nevertheless has managed to introduce 15 of its products for rare diseases mostly through the use of educational initiatives. "We have done a lot of work on medical education, which is the main challenge for rare diseases, because you need to make sure that doctors are fully trained to correctly diagnose patients and have an impact in the development of the disease" says general manager, Katia Trusich. Her strategy for the company is based on the need to "create access to medicines and support the development of new policies that are more open and have higher standards of care for its patients. If we manage to make these changes, then our growth and revenue will follow naturally." The educational approach has also been essential for companies like Novo Nordisk, who aim to transmit the vast advantages of their modern insulin products to Chilean doctors. They certainly have done a fair job so far considering that they have more than 55% of the market share for insulin products and are the official providers for the state.


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