PharmaBrand Summit 2012: Presentation by: Rosângela Checchia

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PharmaBrand Summit 2012: Presentation by: Rosângela Checchia, CEO, Checon Pesquisa: A Roadmap to Brazil: Deciphering a Growing Marketplace to Gain Access to Commercial Success

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PharmaBrand Summit 2012: Presentation by: Rosângela Checchia

  1. 1. A ROADMAP TO BRAZIL deciphering a growing marketplace to gain acess to commercial success
  2. 2. COUNTRY market momentum opportunities
  3. 3. Brazilian personalities
  4. 4. “jeitinho”
  5. 5. “jeitinho”
  6. 6. Nonverbalcommunication
  7. 7. Nonverbalcommunication
  8. 8. Nonverbalcommunication
  9. 9. regionalism
  10. 10. regionalism
  11. 11. regionalism
  12. 12. 12%largest fresh water reserve in the world
  13. 13. GREEN AREA AND FOREST RESERVES Russia Canada 809 mi ha 310 mi ha USA China303 mi ha 197 mi ha India 68 mi ha Democratic Republic of Indonesia Peru Congo Brazil 134 mi ha 88 mi ha 69 mi ha 576 mi ha Australia 164 mi ha
  14. 14. diverse energy matrix
  15. 15. diverse energy matrix sugarcane17.8% hydro14.0% other biomass 9.7% other renewables 4.0% ___________________________________________________________________________ 45.5%
  16. 16. democracy
  17. 17. independent powers Legislative Judiciary Executive ‘Public’ Ministry
  18. 18. multiparty political system
  19. 19. transparency electorate in 2012: 138,500,000results a FEW HOURSafter the ballot stable and permanently improved rules
  20. 20. participation of civil society
  21. 21. government programs(PAC 1 & 2)
  22. 22. infrastructure investments Petrobras platforms (RJ, RS, SP) high-speed train (SP, RJ) Belo Monte water plant (PA)U$ 23,5 bi U$ 25 bi U$ 9,3 bi transposition of Sao Francisco River (PE)metro (SP) San Antonio water plant (RO) U$ 4 bi U$ 10 biU$ 13,3 biport of Santos expansion (SP) highway (SP) nuclear plant (RJ) U$ 2,9 bi U$ 6,3 bi U$ 3,8 bi
  23. 23. committed to multilateralism non-intervention and the peaceful resolution of disputes
  24. 24. Racism does not denyarts Afro-Brazilians the opportunity judge of Suprem Court for upward mobility NGOreligion sports sports senator sports television television politics business actresstelevisionnews presentermusic television music
  25. 25. strong ethnic ties toimmigrant ancestry Sao Paulo the largest Japanese population of any city outside Japan
  26. 26. strong ethnic ties toimmigrant ancestry Salvador largest number of African descendants outside Africa
  27. 27. lack of 340,000 professionals in 20 critical areas encouraging immigration of skilled labor
  28. 28. over 100,000 scholarships at major universities in the world by 2015
  29. 29. Embraer is a good example of what privatization can achieve www.exame.com
  30. 30. Embraer: the world’s biggest manufacturer of mid-range passenger jets, after the privatization www.exame.com
  31. 31. privatization effects Embraer Before privatization After privatization Gain (in million) -160 294Number of aircrafts delivered 4 148 www.exame.com
  32. 32. best example of privatizationone of the world’s 4 biggest mining companies
  33. 33. more than 1,000 Km under theresponsibility of private enterprises concession for expansion and operation
  34. 34. passenger numbers in Brazil have doubled in adecade and hectic growth is expected to continue Rio de Janeiro Airport - RJ concession for expansion and operation
  35. 35. countryMARKET momentum opportunities
  36. 36. Borders LARGEST economy in Latin America
  37. 37. demographics more than 198 twice times the 3 that of Japan million inhabitants population of FrancePORTUGAL FRANCE SPAINGERMANY
  38. 38. demographics more than 198 million inhabitants twice that of JapanPORTUGAL FRANCE SPAINGERMANY
  39. 39. demographics more than 198 million inhabitants 2,5 times the population of GermanyPORTUGAL SPAIN FRANCE GERMANY
  40. 40. demographics more than 198 million inhabitants 3 times the population of FrancePORTUGAL FRANCE SPAIN
  41. 41. demographics more than 198 million inhabitants 4,5 times of Spain SPAINPORTUGAL
  42. 42. demographics more than 198 million inhabitants 10 times the one of Portugal PORTUGAL
  43. 43. demographicsPORTUGAL FRANCE SPAIN the southeast is theGERMANY most populated 41%
  44. 44. life expectancy 69 yearsdemographics 76 years infant mortality decreased changes that alter the population age structure
  45. 45. demographic bonus population of working age group
  46. 46. What should GROW more 2010 2020Private pension Education Pharmaceutical Hospital products services229 1,383 160 399 80 200 99 246ANNUAL ANNUAL ANNUAL ANNUALGROWTH GROWTH GROWTH GROWTH19.7% 9.56% 9.5% 9.5%
  47. 47. 215 million cell phones in Brazil to 198 million people
  48. 48. middle class: almost half of thepassengers travelling by plane
  49. 49. - record high average wages- record low unemployment- declining Gini coefficient- social Programs
  50. 50. social mobilityconsumer with more access
  51. 51. middle class: the main drivingforce in the pharmaceutical market
  52. 52. 13 20 31Classes ABClass C 66Classes DE 94,9 113 96 73,3 59 2003 2009 2014 40 million joined the middle class between 2003 to 2011 20 million more are expected to be included by 2014
  53. 53. PRODUCTIVE CAPITAL 3rd most attractive country
  54. 54. foreign investment
  55. 55. local investment 5 diverse regions , especiallyregarding economic development
  56. 56. recent discoveries Petroleum natural gas
  57. 57. the most important economies Sao Paulo Rio de Janeiro
  58. 58. country marketMOMENTUM opportunities
  59. 59. impact of
  60. 60. Summer Olympics
  61. 61. Summer Olympics the 1º edition held in South America
  62. 62. will help sustain Brazils economicgrowth by injecting $51.1 billion intoLatin Americas largest economy until 2027
  63. 63. and add 120,000 jobs annually until 2016
  64. 64. all venues of the Olympic and Paralympic Gameswill be constructed in 4 zones
  65. 65. Ministry of Health
  66. 66. José Serra Health MinisterAlexandre Padilha  twice candidate in the presidential elections  mostly due to his performance as health minister in past governments
  67. 67. responsible for establishing regulations• drug pricing• drug registration• licenses to pharmaceutical laboratories…
  68. 68. National Industrial PropertyInstitute in partnership with Anvisa is in charge of analyzing patent requests related to pharmaceutical processes and products
  69. 69. 3rd largest pharmaceutical market in the America’s region
  70. 70. THE LARGEST RETAILPHARMACY in revenue in number of companies2011 2010 Companies UF 2011 2010 Companies UF
  71. 71. pharmacies delivermedicines on request
  72. 72. additional informationpharmacies and drugstores – 82,204pharmacies and drugstores in the state capitals – 18,598pharmacies and drugstores in other cities – 63,606pharmacies with manipulation – 7,351homeopathic pharmacies – 1,053
  73. 73. additional informationpharmacies owned by pharmacists – 21,743pharmacies owned by non-pharmacists – 46,451pharmacies registered in the Regional Councils – 8,379hospital pharmacies – 5,631
  74. 74. additional informationdrug distributors – 3,821clinical laboratories owned by pharmacists – 5,993pharmaceutical industries – 532
  75. 75. country market momentumOPPORTUNITIES
  76. 76. 5th in the list of world drug consumption 1st inconsumption in 8th in the world Latin America market in financial volume
  77. 77. consumption 15% of the population still of drugsaccount for 50% of total medicine consumption consumption 48% 15% 34% 36% 16% 51% population segment by income
  78. 78. consumptionapproximately 50% of thepopulation has little or no of drugs access to any type of total medicine consumption drugs 48% 15% 34% 36% 16% 51% population segment by income
  79. 79. MONTHLY EXPENSE PER GROUP CONSUMPTION POTENTIAL OF BRAZILIANS IN 2011 Classes A and B represent Total in 2011 nearly 10% of the population $ 1,2 trillionbut they spend almost 2/3 of the remaining 90% Classes A and B $ 465 billion Classes A - B Classes C – D - E
  80. 80. MONTHLY EXPENSE PER GROUPCONSUMPTION POTENTIAL OF BRAZILIANS IN 2011 Total in 2011 $ 1,2 trillion Classes A and B $ 465 billion Classes A - B Classes C – D - E
  81. 81. StatisticsBrazil GDP per person: $10,800Public spending as a share of GDP: 3.62%Physicians per 10,000 (global average): 16.9 (23.4)Health care spending as a share of GDP: 8%Share of health care spending that is privately funded: 60%Number of beds per 1,000 (global average): 2.4 (4.3)Nurses per 1,000 (global average): 29.1 (60.3)
  82. 82. healthcare industry has generated more than U$ 4 bi in business 6,000 jobs created in 2011 employing more than 150,000 industry grew 19% in 2011, achieving U$ 6.7 bi more than 300 labscheap X-rays and blood tests
  83. 83. therapeutic drugs
  84. 84. Black Stripe Medicinesconsidered high risk medication sold with medical prescription valid for 30 days
  85. 85. sold only withRed Stripe Medicines medical prescription considered of lower risk sold only with a "Special Control"Psychoactive Medicines valid for 30 days
  86. 86. Yellow Stripe Medicinesthe generic drugs
  87. 87. the doctor (87%) is the primarymeans Brazilians demand whenneed guidance on health problems even though, about 80 million self-medicate
  88. 88. Self-medication
  89. 89. THE ATTENDANT
  90. 90. THE ATTENDANT anti-inflammatory (95%) painkillers (89%) antibiotics (53%) most commonly prescribed drugs by attendants flu (26%) contraceptives (11%) allergy (5%)
  91. 91. people store unused drugs in ‘domestic pharmacies’
  92. 92. 39% of peopleuse homemade ‘recipes’
  93. 93. Government expenditure on health 1.07% Union 1.62% States Municipalities 0.97% 3.62% of GDP
  94. 94. pharmaceutical industry in Brazil
  95. 95. pharmaceutical total market salesnon-retail sales represents U$ 6,5 billion Hospitals & Clinics 8% State 21% Retail 71%
  96. 96. vaccination campaignsBrazil is launching a campaign to vaccinate about 30 million people against influenza
  97. 97. vaccination campaigns
  98. 98. organ donors campaign the national public program of organ and tissue transplants is one of the largest in the world
  99. 99. human milk bank the largest network of breast milk banks in the world these banks receive, distribute and pasteurize the milk 208 milk banks
  100. 100. human milk bank the largest network of breast milk banks in the world these banks receive, distribute and pasteurize the milk 208 milk banks
  101. 101. the government is providing free medicine for treating diabetes and hypertension HYPERTENSION Active Ingredient and Concentration DIABETES Captopril - 25mgActive Ingredient and Concentration Enalapril maleate - 10mg Glibenclamide - 5mg Propranolol hydrochloride - 40mg Metformin hydrochloride - 500mg Atenolol - 25mg Metformin hydrochloride - 850mg Hydrochlorothiazide - 25mg Human Insulin NPH - 100ui/mL Losartan - 50mg covering 90% of the expense of the medicine
  102. 102. DEVELOPMENT OF THE GENERIC DRUG MARKETMARKET SEGMENT WITH DYNAMIC DEVELOPMENT AND INTENSE COMPETITION MANUFACTURES % growth rate NUMBER OF PRODUCTS
  103. 103. registration and production of genericdrugs sold in the market 90% made locally 2,904
  104. 104. GENERICS Brazilian generic market is worth around 57% of the local market is concentrated on 2 big companies 80% is concentrated on the top 6
  105. 105. SUS acquisitions categories:basic pharmaceutical assistance 16% strategic pharmaceutical assistance 21% (neglected diseases and sexually transmitted diseases) exceptional acquisition ofvaccines and blood derived products 22% medicines 41% (higher technology drugs)
  106. 106. 30,300 Family Health Teams 6,100 hospitals accredited 45,000 primary care units
  107. 107. most recognized SUS actions transplants mass vaccination programsMobile Emergency Service (SAMU)
  108. 108. there are about 5,000 surgeonsand 242,000 dentists in the country plastic surgeons perform about 140 surgeries per month
  109. 109. there are about 5,000 surgeonsand 242,000 dentists in the country plastic surgeons perform about 140 surgeries per month cosmetic 69% surgical procedures 31%
  110. 110. 21 YEARS OF EXPERIENCEISO 20.252 WITH INTERNATIONAL ACCREDITATION
  111. 111. 21 YEARS OF EXPERIENCE ISO 20.252 WITH INTERNATIONAL ACCREDITATIONMEMBER OF IUTP (International Usability Testing Partners)
  112. 112. 21 YEARS OF EXPERIENCE ISO 20.252 WITH INTERNATIONAL ACCREDITATIONMEMBER OF IUTP (International Usability Testing Partners) INNOVATION
  113. 113. 21 YEARS OF EXPERIENCE ISO 20.252 WITH INTERNATIONAL ACCREDITATIONMEMBER OF IUTP (International Usability Testing Partners) INNOVATION EYE TRACKING COMMUNICATION AREA EXPERTISE LINGUISTIC TEXT ANALYSIS
  114. 114. 21 YEARS OF EXPERIENCE ISO 20.252 WITH INTERNATIONAL ACCREDITATIONMEMBER OF IUTP (International Usability Testing Partners) INNOVATION EYE TRACKING COMMUNICATION AREA EXPERTISE
  115. 115. 21 YEARS OF EXPERIENCE ISO 20.252 WITH INTERNATIONAL ACCREDITATIONMEMBER OF IUTP (International Usability Testing Partners) INNOVATION EYE TRACKING COMMUNICATION AREA EXPERTISE LINGUISTIC TEXT ANALYSIS
  116. 116. THANK YOU!Rosangela Checchiawww.checonpesquisa.com.br

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