Tomas Bordonaba, general manager of Grünenthal de Mexico notes that, "The institutional market represents a big opportunity
for Grünenthal, but it has additional complexity because every state manages its own budget and has its own priorities. You
have to create an individual strategy for every state." He also goes on to say that, "In general, the awareness of the importance
of correct pain management strategies is growing across the different institutions, and Grünenthal is playing a key role."
Tomas Bordonaba, General Manager, Grünenthal Mexico
Awareness within government institutions and the need to treat certain conditions has become a priority within the pharmaceutical
industry. Since public health institutions have increased their coverage of the population, the sales ratio between the government
and the private market for the pharmaceutical industry as a whole has shifted in favor of the government. Awareness is the
key that unlocks the door to new business opportunities, otherwise known as market access. This has been surprisingly rosy
in recent times as Aurelio Martinez, general manager for Cegedim Mexico, CA & Caribbean can qualify when it comes to orphan
"When the government started getting involved because of the high cost of treatments and the growth of social services, they
also started listening more closely to the industry," he says. "That is the reason why market access has gained such importance
for pharmaceutical companies in Mexico."
On February 29th 2012, the government published a change in the general health law to recognize the presence of both orphan
diseases and the drugs available to treat them. In essence, the Ministry of Health is now required to support the diagnosis
and treatment of orphan diseases.
For Markus Krenzlin, country manager of Shire Mexico, the change has been fantastic news.
"Mexico has a great attitude towards orphan drugs," he said. "The Mexican authorities are very conscious of the various niche
problems that exist for patients across the country and have been very open in making orphan drugs available to them. This
Mexican public sector consciousness is the reason why we have been able to provide patients with new treatments."
Despite a universal health coverage coming forward in leaps and bounds, figures show that coverage is still limited in some
areas. Current out-of-pocket spending accounts for more than 50% of total healthcare costs, and 85% of pharmaceutical expenditure.
This is more than substantial enough to fuel a large retail sector. But Mexico's age pyramid is becoming more similar to that
of a mature market each day, and for the most part this means rising healthcare costs for the government as more Mexicans
turn to the state for support. Medical education is contributing towards a more effective culture of diagnosis, and chronic
disease demographic is on the increase. All of which will require the Mexican government to be very well equipped with the
right skills, decision makers and foresight to cope with these mammoth changes.