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Interview
The great thing!
"When making an analogy with sport, the communication role is to help hit the ball higher in a volleyball game". That statement was uttered by Paulo Pereira, the Corporate Communication director of Bayer in Brazil for over a year. Previously, he was the communication and public relations manager at Bayer Health Care.
Majored in Marketing & Advertisement from Fundação Armando Álvares Penteado (FAAP), the executive holds post-graduation from New York University in Marketing& Advertising and has already worked in companies like Lloyds Bank, Bull, PUC and Millennium Chemicals.
During the interview to Top Team, the executive from Bayer, one of the attractions of the Mega Brazil Congress which took place last May, comments about the new Men´s Day and states: "the executive cannot stay sitting on a chair, he must be proactive, get to know the local market and do not wait only for global instructions".
Follow the main parts of the interview:
Why has the Men´s Day been invented?
In 2006, Bayer acquired the world Schering AG, which owned products like Androcur and Nebido, important for men´s health. So, we set up a unit called Men´s Health, which also owns Levitra family. In order to promote such unit, we have taken some actions like inventing the Men´s Day.
How was this date established?
In 2009, I read an article in a major communication channel about a program that would be soon created by the federal government with focus on men´s health. The, I thought: "we need to have a different action". After doing a research, I found out some references concerning the Men´s Day. For strategic reasons, we decided to choose the date July 15.
What have you done to promote the July 15?
We launched in 2009 - in partnership with the Brazilian Society of Urology - an event which focused on men´s health and provision of services, besides sponsoring a street running event. The first edition was held up at MASP - São Paulo museum of art - and offered free blood glucose testing and blood pressure measurement, among other free services.
Was this project carried out in the following years?
We kept on carrying out such project in the following years. In 2010, the Men´s Day gained one more attraction: the launch of the site www.bayerparahomens.com.br, which reinforced the Men´s Health unit. In the following year, 2011, we launched Levitra ODT, in the week of the Men´s Day, one more differential. In 2012 we will also promote the Men´s Day, which will be celebrated on July 15.
To wrap up, when inventing the Men´s Day, you had a great insight. Is this kind of characteristic crucial to the executive of the pharmaceutical industry?
It is a very important characteristic to every single professional. The executive cannot stay sitting on a chair, he must be proactive, get to know the local market and do not wait only for global instructions; even because not every single action taken out of Brazil can be applied in here. So, we need to be proactive and always innovate. Another important characteristic is to be humble. Respecting people is also fundamental!
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