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Interview
"The market is competitive and threaten exists"
According to studies of the International Diabetes Federation (IDF), Brazil is the fifth largest country of diabetics, right after India, China, the United States and Russia.
In 2007 ranking, Brazil was in the eighth position. Predictions for 2030 place Brazil in the fifth position whereas Pakistan will replace Russia in the fourth position.
At the moment the world counts on 285 million cases, while 7.6 million are in Brazil. Within the next 20 years, according to IDF report, the number of adults living with diabetes, for instance, will grow 67.1%.
During an exclusive interview to Top Team, Marcus Miranda, the marketing manager at Roche, analyzed, between meetings, this market in Brazil and highlighted: "We work every day in order to provide information and guidance to the population so that they become aware of the importance of treatment".
"Brazil, as well as in several areas, has been growing and there is still room to grow. The country is not so powerful when compared to the United States and Europe, but the market is becoming mature", he added. Follow below the main parts of the interview:
Top Team: According to studies, Roche glicosimeters and strings are leading the market, with nearly 70% share. How did the company become a leader?
Marcus Miranda: We have built, throughout the years, an aligned strategy with the retailing segment, by making commercial actions specifically for that market. Strengthening such partnership has promoted a great benefit for the sales points and also for the population as a whole, who receive information and guidance.
Top Team: Which actions do usually you take?
Marcus Miranda: We take periodical actions to detect glycemia rates and also educational campaigns, approaching themes like the disease itself and procedures.
Top Team: In order to become a leader in this market, which were the main challenges faced?
Marcus Miranda: Mainly knowledge. We work to provide information and guidance so that people become aware of the importance of treatment. Unfortunately, several patients give up on the treatment as diabetes does not hurt. We have tried to break such resistance and show that diabetes is the kind of disease in which symptoms come up late and the early diagnosis is a must.
Top Team: What is your opinion about the Brazilian market concerning diabetes products? Has it grown?
Marcus Miranda: It is a market that has steadily grown, mainly because more and more people are concerned about their own health and getting to know the complications of diabetes. Brazil, as well as in several areas, has been growing and there is still room to grow. The country is not so powerful when compared to the United States and Europe, but the market is becoming mature.
Top Team: Concerning Roche leadership, is there any threaten?
Marcus Miranda: Market is competitive and threatens will always exist. Our concern lies on doing our best, always concerned about trends, about spreading knowledge and narrow the partnership with physicians and retailers.
Top Team: The next strategies also include being closer to physicians? Within this context, is it important to establish partnership with pharmexx Brazil?
Marcus Miranda: Undoubtedly, we already have a strong partnership with pharmexx Brazil, which helps our relationship with retailers and also with physicians. Such relationship is crucial to generate good results.
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