Bayer advances in pharmaceutical area

The German conglomerate Bayer wants to strengthen its position in the pharmaceutical segment in Brazil. 100-year-old producer of Aspirin, the Group wants to strengthen its position in women's health (contraceptives), which already is a leader, and move forward in the areas of Cardiology-considered the new frontier pharmaceutical-industry investment and Oncology. For this year, the company will invest R $ 152 million in Brazil, said to the President of the group in the country, Theo van der Loo. In addition to the drug Division, the contributions will also be used for chemical and agricultural business (pesticides and seeds), important areas of activity of the company in the country.
"Much of the contributions will be used to improve the structure of our units installed in the country," said the Executive. The company has two factories in the city of São Paulo and an industrial complex in Belford Roxo (RJ). "In Brazil Produce about 70% of the drugs that we sell." The country is important export base of pills to Latin America and Asia.
In 2012, the Group's billing was r $ 5.7 billion in the country, up 26% on the previous year. The expectation for this year is to keep the rate of growth up to two digits. The Brazil is the fifth largest market in the world and the largest in Latin America. Last year, overall revenue was € 39,76 billion. Globally the pharmaceutical and health sectors (health care) represent the largest share of its sales in Brazil is the opposite. Of the $ 5.7 billion, farma are left with 29%. The Cropscience Division (agribusiness) is 56%. "Brazil is a special case, in which agriculture has a great importance for Bayer," said Loo.
Conglomerate strategies to advance in the pharmaceutical industry will be bolder. Bayer will work more aggressively its policy reference drug pricing that compete with generics. Loo said that Bayer is not usually adopt a very large discount policy, but will rethink the strategy for some products. In the Songbook, in São Paulo, the company produces solid hormones pills and one of its cancer drug.
With an extensive line of non-prescription drugs, like Redoxon (supplement of vitamin C) and Bepantol (ointment), Bayer plans to a campaign in the media to enhance the sale of these mature products on the market. "We have important brands, which are strategic. Also we want to move forward with our innovative products. " Today's pharmaceutical division betting on innovative products are on anticoagulant Xarelto, which prevents cerebral vascular accident (CVA). The area of Cardiology was expanded with the marketing of new products for high blood pressure and cholesterol.
The Group wants to still keep the focus on oncology products-one of its latest products – the Nexavar for kidney and liver cancer, has shown positive results. The Group also decided to compete in the ophthalmology market, with the launch of the Eylia product, to treat macular degeneration at advanced ages.
In the chemical area, the group is developing the new football stadium that is under construction in Brazil for the World Cup. The company supplies the polycarbonate (Makrolon commercial name) produced in its units in Asia, Europe and USA, which is transformed into solid plates. The group, which is a global supplier of this material-also used in the sunroof of the Smart models, Mercedes-Benz, and the New Beetle, Volkswagen, wants to expand its operations in Brazil in this segment. "We are everywhere you can imagine, not only in medicine, but in chemistry and agribusiness," said
The company also plans to invest $ 5 million in the construction of a bridge that connects his factory to the train station of Santo Amaro in São Paulo.