Novice laboratories trace strategy to grow in the Coutry

Two laboratories newcomers to Brazil make plans to grow. The South African Aspen Pharma, which entered the national market in 2010, plans to transform their operation in the country in an export platform for the Southern Cone. To do this, is doubling the production capacity of its plant in Espírito Santo, with contribution of r $ 30 million. The French already Boiron, which launched its first product in the country in 2009, want to put their homeopathic remedies for fighting with allopathic. In 2012, the company grew 70 percent in Brazil this year and is awaiting approval by the national sanitary vigilance Agency (Anvisa) to launch three new products.
"We started operating in Argentina and Uruguay at the end of last year, Peru we start operating in the second half of this year, after Chile. We hope that, through 2013, the Southern Cone is consolidated, then Brazil will become the platform [export]. For this, we are already beginning to expand the factory, "says the CEO of Aspen Pharma Brazil, Alexandre France.
It is expected to start exporting in the second half of 2014, with the expansion of a capacity of 20 million monthly for 40 million tablets, and the creation of a new NET area, by the end of this year. Today the company produces locally 20% of what sells in Brazil, being the remaining 40% and 40% third imported from South African array. It is expected to reach between 50% and 60% of own manufacturing.
Unlike other pharmaceutical multinationals, the Aspen Pharma grows with a strategy of acquisition of consolidated brands, such as non-prescription drugs (MIPs) artichoke, Calman, Phillips milk of magnesia, Kwell and Senan and prescribed Zyloric, Insunorm and Aldomet. "We don't have a focus on research and development, we are a company of mature products, at the lowest cost and the best distribution," says France. With a current portfolio of more than 60 brands, about 60% of the company's business comes from retail and the remaining 40%, the hospital segment. The goal is to reach a ratio of 70/30 in two years. Within the retail division, 80% are prescribed drugs and 20% MIPs, with goal to also reach the 70/30.
The interest in MIPs has explanation in numbers of this market, which moves roughly 30% of businesses in the pharmaceutical industry and determines the acquisition strategy of the company. "In the past, we gave priority to prescription products, now look at the opportunities evenly within the retail segment-in hospital we do not intend to buy anything," he says.
The Aspen project close the fiscal year, which ends in June 2013, with revenues of R $ 180 million in Brazil, 20% advance over the previous year. For next year, the expectation is for growth of 15% in the portfolio already consolidated.
In addition to the acquisition of brands, the company also looks to local businesses. "We have talked to three, four companies, middle-level and turnover of r $ 100 million, but this is not our priority, because we have no interest in a new factory," he says. Thus, the goal of the company is to reach a turnover of r $ 400 million by 2017.
With only three homeopathic products in the domestic market, the French Company Boiron advances both in compounding pharmacies and retail pharmacist. "From a commercial standpoint we're having success. The challenges come from the regulatory part. In recent years, Brazil had a great growth in the pharmaceutical industry, with many new companies coming, and Anvisa's structure remains the same ", criticizes the Boiron's Director for Brazil, Ricardo Ferreira.
According to the Executive, the homeopathic Brazilian market has two particularities: the fact that homeopathy is a medical specialty and the existence of specialized pharmacies. "This gives credibility and visibility segment greater than in other countries", he believes. For Fernandez, however, the biggest competitors of Boiron today are non-prescription drugs, and not other homeopathic allopathic. "The general public increasingly seeks natural options, in search of quality of life."
The company has three drugs in the final stage of approval, expected to launch later this year. Are a product for the first baby teeth, an eyewash and a medicine for allergic rhinitis. In Sao Paulo, Rio and Brasilia, the company also plans to expand its commercial presence to the three Southern States and Minas Gerais. The goal for 2013 is a 60% growth in the country, not counting the releases.
The company works only with import, having four factories in France and one in Belgium. "The theme of local production is not yet on the table, maybe someday", considers Ferreira. The company grew 8.2% in global revenue in 2012, 566 million ($ 734,6 million).