In this edition, Top Team proposes five topics to a healthcare professional who briefly talks about them. Our guest in this edition is Ogari Pacheco, the Administrative Council president at Cristália, who recently gave an interview about the launch of Helleva, an erectile dysfunction medication. Follow it below:

Top Team: Innovation.

Ogari Pacheco: Cristália has always been a laboratory concerned about innovation by developing new medicaments. We were considered, for instance, as the most innovative laboratory of 2007 by Finep.
 

Top Team: Helleva development

Ogari Pacheco: It took us seven years to develop this medicament, and we’ve done so to innovate in the market. We found a new substance and the lauch of this product is a historical event.

Top Team: Strategies to promote the new product.

Ogari Pacheco: Physicians asked us to work with them and not with the media. We had all the marketing material ready but we decided to work with the physicians.

Top Team: Helleva profit margin

Ogari Pacheco:  When choosing between a high profit margin and a higher participation in the market share, the company preferred the second one, because they developed the molecule in their own research center and had no expenses with royalties, like the competition.

Top Team: The Brazilian Viagra

Ogari Pacheco: People commented that Helleva was the “Brazilian Viagra”. However, such comparison cannot be done for two main reasons. First, because we can’t use Viagra image and second because both medicaments are composed by different molecules.