“Zambon has changed a lot over the years”

The marketing manager at Zambon, Alessandra Miyazaki, has a great challenge ahead: to consolidate the campaign “Tutti 30”, created by the company in 2005 aiming at having its revenue doubled besides reaching the thirtieth position in the pharmaceutical industries ranking by the end of the next year.

She is Dr. Fernando Neubarth´s fan, the president of the Brazilian Society of Rheumatology and author of books like “Olhos de guia” and “Sombra das tilhas”. The executive, who already worked at Jansen, Pharmacia and Novo Nordisk, says she´s confident. “The whole company targets the same goals. All departments have introduced their plans and together we will accomplish them.”

During the interview to Top Team, at Zambon head office in São Paulo, Alessandra Miyazaki commented about “Tutti 30”. She said that the pharmaceutical segment lacks creativity and added: “Today, the emerging countries are the ones that have grown at Zambon Group like, for example, Russia, China, Brazil and Colombia.”. Follow below the main parts of the interview:

Top Team: What is going to be done so that Zambon can reach the thirtieth ranking position?

Alessandra Miyazaki: “Tutti 30” is a wide program that involves all Zambon departments, from Marketing to Law, including the Directorate, Human Resources, and Market Intelligence. Marketing, for instance, proposed to relaunch a product, new product packages and changes in promotional policies. Our employees are looking forward to all these changes, so the Human Resources department created a program that offers even a massage session. The whole company aims at reaching all the goals of Tutti 30.

Top Team: By focusing on the projects developed by the pharmaceutical industry, it is pretty common to hear that there is a lack creativity. What is your opinion about it?

Alessandra Miyazaki: I agree. Nowadays the pharmaceutical market must relearn what benchmarking really means. A product manager gets to know a group of cardiologists and when the company changes, he will work with the same opinion makers and the same relationship network. The manager then reuses what was working well at the previous laboratory. I believe that in the pharmaceutical segment there is a lack of market research. The executives need to monitor their competitors, create strategies and stop using the previous positive experiences.

Top Team: So, is it possible to predict the competition´s actions?

Alessandra Miyazaki: Not exactly that. As an example, I have recently been invited to attend an event that discussed about CRM in the pharmaceutical laboratories. I realized that all of them offer lower prices to patients through delivery and souvenirs. The laboratories are based on models created by a certain industry that started the CRM way of working. However, I see that the pharmaceutical market has been increasingly closer to consumption techniques, that is, how to measure the investment feedback before taking an action that seems to be great.

Top Team: One of Zambon aims was to make the laboratory more competitive. Has it already been reached?

Alessandra Miyazaki: Zambon has changed a lot over the years. I´ll give a quick example: When I comment with the other laboratories about the tools we have, the other professionals get amazed. We have certainly been more competitive.

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