Enterbrazil Consultoria (Consultancy)

The banalization of market research in Brazil By Marcelo Sicoli* Over the past several months, observing some market research companies at work and some of them quite large, one immediately notices the banalization of market research in Brazil. The need for cutting costs within the market research segment, has resulted from a desire to maintain profit margins, while maintain pricing structures at a level at which the contracting parties abroad were accustomed (willing) to pay at the time of a strong dollar. However, particularly in the well known area of cash incentives for research participation, I see the market working at unrealistic and less-than-professional levels. Such an example is depicted by the studies requested by the pharmaceutical industry, well known to invest a sizeable portion of its revenues in market research and clinical trials. As the industry views the Brazilian market, the world’s eighth largest in pharmaceutical sales in 2008, it frequently wants to coll...

Nos últimos meses, vendo certas empresas de pesquisa de mercado trabalhar, algumas de grande porte ai incluídas, é imediato perceber a banalização da atividade no Brasil. A necessidade de corte de custos, se fez presente no segmento, para manter os patamares que os contratantes no exterior estavam acostumados (dispostos) a pagar em tempos de dólar forte. Porém, especialmente no que toca aos famosos incentivos por participação, vejo que o mercado esta trabalhando em patamares desrespeitosos e irreais. Tome por exemplo, os estudos encomendados pela Indústria Farmacêutica, famosa investidora de parte de seu faturamento em pesquisas clínicas e de mercado. De olho no mercado brasileiro, 8° maior do mundo em 2008, ela com freqüência deseja coletar informações junto a médicos ,especialmente nas especialidades onde existem medicamentos e tratamentos de alto custo como os oncologistas. Considerando que estes profissionais (médicos) gozam das maiores médias salariais do mercado de tra...

Report From: Brazil Designated as a "pharmerging market," Brazil is revamping its pricing models. Sep 2, 2009 By: Marcelo Sicoli Pharmaceutical Technology Volume 33, Issue 9, pp. 18-22 Brazil is the eighth largest pharmaceutical market in the world with 2008 sales estimated at $19.5 billion and the number of units sold in 2008 estimated at 1.8 billion (1). By 2011, Brazil and the other "pharmerging" markets (Russia, India, China, Mexico, South Korea, and Turkey) are expected to contribute approximately 27% of the overall global pharmaceutical growth and 16% of the global market (2). Keen to take advantage of this growth, the Brazilian government has been proactive on the regulatory and entrepreneurship fronts. Remodeling pricing One issue at center-stage in the Brazilian pharmaceutical market is its pricing models. The government is known to purchase medical products through public biddings to get the lowest possible prices. Now, pharmaceutical companie...

Stable economics and growing healthcare concerns make Brazil one of the top emerging markets, with a current growth rate >20% Many analysts argue that the future for Brazil, which has been called for decades “the country of the future,” has finally arrived. With inflation under control and economic growth above the world average (5.4% and 5.3% in 2007 and 2008, respectively) its considerable population of almost 200 million presents very attractive prospects for pharmaceutical companies all over the world. The health sector as a whole represents 8% of the Brazilian GDP, around US$80 billion per year. Government purchases represent 50% of the market for medical equipments, and more than 90% of the vaccines and 25% of all drugs (Brazilian Ministry of Health). In 2008, the Brazilian pharmaceutical market was estimated to reach US$ 14.9 billion, 34% of Latin America, jumping 23% from 2007 (IMS Health). Twenty percent of that is made up of generic drugs, which cost on average 35% les...

No, não temos BANANAS (por Marcelo Sicoli*) Recebemos de uma empresa polonesa tarefa supostamente simples: encontrar um exportador de bananas no Brasil. “Yes, nós temos bananas, banana para dar e vender”, dizia a música dos anos 30. Em um país tão grande, com água disponível e clima propício, banana parece algo fácil de comprar. Mas aí começa a grande surpresa. Com os números crescentes de exportação divulgados pelo Governo e a aparente eficiência e maturidade das estruturas de comércio exterior brasileiro, parece ser o caso de apenas acessar um dos sites de promoção comercial do País, como o Brazil4export da CNI (Confederação Nacional da Indústria) ou o “Exportadores Brasileiros” mantido pelo Ministério do Desenvolvimento, fazer algumas ligações e a missão estaria cumprida. Conclusão errada. Juntamente com o Braziltradenet do Itamaraty, o Brazil4export e o “Exportadores Brasileiros” são considerados os mais importantes diretórios de exportadores brasileiros. No entanto, chama at...