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Brazil JV
1. “ADVANTAGE” IN BRAZIL
A SUCCESS STORY:
Eli Lilly & Boehringer Mannheim JV
AUG `96 - DEC `99
Copyright 2009 MANAS KANUNGO 1
2. Brazil: Lilly / Roche (BMC) Business Results
BACKGROUND
BOEHRINGER MANNHEIM Corp (BMC) & ELI LILLY HAD BOTH IDENTIFIED
BRAZIL AS A PRIORITY COUNTRY w/ SIGNIFICANT GROWTH POTENTIAL.
BASED ON THE GLOBAL MARKETING ALLIANCE EXISTING IN 1996, BOTH
COMPANIES DECIDED TO INVEST IN A JOINT 5-YEAR AGREEMENT
TO DEVELOP THE DIABETES BUSINESS IN BRAZIL.
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3. Brazil: Lilly / Roche (BMC) Business Results
BACKGROUND
• PROJECT FORMALLY BEGAN EARLY `96, AND LAUNCHED IN AUG `96
• A NEW DIABETES CARE DEPARTMENT WAS FORMED WITHIN LILLY BRAZIL
• BOTH MAINTAINED SHARED & SPECIFIC MARKETING RESPONSIBILITIES
• BOTH COMPANIES SHARED A COMMON SALES FORCE
• TEAM PROMOTED THE COMPLETE PORTFOLIO OF DIABETES PRODUCTS
- ORAL TABLETS, URINE STRIPS, INSULIN, MONITORING SYSTEM
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4. Brazil: Lilly / Roche (BMC) Business Results
BACKGROUND
THE ALLIANCE WAS TERMINATED OCT `31ST, `98, DUE TO ACQUISITION OF
CORANGE / BOEHRINGER MANNHEIM BY HOFFMAN LA ROCHE.
MONITORING BUSINESS FROM ASTA MEDICA & LILLY WERE TRANSFERRED
TO NEWLY FORMED PATIENT CARE BUSINESS UNIT OF ROCHE DIAGNOSTICS
BRAZIL IN JULY & NOV `98 RESPECTIVELY.
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5. Brazil: Lilly / Roche (BMC) Business Results
RELEVANT DEMOGRAPHICS - BRAZIL
• POPULATION: 160 MM > 15% UNEMPLOYED
• 250K TOTAL MDs; 150K GPs; 2K ENDOs; 250K NURSES; NO DNEs
• 75K PHARMACISTS; 50K PHARMACIES INCL. 35 SPECIALIZED PHARMACIES
• 6,500 HOSPITALS: PRIVATE, FEDERAL, STATE, MUNICIPAL
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6. Brazil: Lilly / Roche (BMC) Business Results
DIABETICS - BRAZIL
• 7.6% DIABETICS
• 2.5MM UNDIAGNOSED
• 0.5MM BEING TREATED WITH INADEQUATE / UNACCEPTABLE THERAPIES
• 22.3% OF DIAGNOSED GET NO TREATMENT
• 40.7% ARE ON ORAL AGENTS
• 29.1% ARE ON DIETETIC TREATMENT
• 7.9% ARE ON INSULIN THERAPY
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7. Brazil: Lilly / Roche (BMC) Business Results
FINANCIAL, MARKET DEMOGRAPHICS: `96 - `98
• 10% - 15% OF EMPLOYED POPULATION WITH DISPOSABLE INCOME
• VERY HIGH BUT RELATIVELY STABLE:
IMPORT DUTIES CORP / SALES TAXES
INTEREST RATES INFLATION
• MINIMAL GOVERNMENT REIMBURSEMENT AND INSURANCE COVERAGE
TILL JULY ‘96: BAYER ONLY COMPANY w/MONITORING PRODUCTS, > 70% SHARE
BIOBRAS, NOVO, SOME LILLY INSULIN
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22. Brazil: Lilly / Roche (BMC) Business Results
KEY SUCCESS FACTORS
1. ALL THREE PLAYERS - BM, LILLY, MARKET, WERE READY & COULD GROW
2. AN ALLIANCE DEDICATED FOR DIABETES with a COMPLETE PORTFOLIO
3. RAISING EVERYONE’S LEVEL OF AWARENESS, EDUCATION (H-J), TRAINING
(see separate presentation on this initiative)
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23. Brazil: Lilly / Roche (BMC) Business Results
KEY SUCCESS FACTORS
4. GIVING CUSTOMERS WHAT THEY NEEDED MOST:
ATTENTION
FREQUENT VISITS, PARTNERSHIP IN THEIR EVENTS, ENHANCE THEIR KNOWLEDGE (H-J)
HELP THEM DO THEIR JOB BETTER
TOOLS FOR PATIENT USE: MATERIALS FOR EDUCATION, TRAINING, CONTROL
PRODUCT THEY COULD RELY ON
QUALITY, AVAILABILITY, TIMELY DELIVERY, PRICE, SERVICE, SUPPORT, HELP DESK
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24. Brazil: Lilly / Roche (BMC) Business Results
KEY SUCCESS FACTORS
5. THE TEAM’S COMMITTMENT FOR EFFECTIVE, LONG-TERM RESULTS:
BUILDING AWARENESS & RECOGNITION VIA MEDIA, PROF. SOCIETIES, CONGRESSES
HARVARD - JOSLIN - SBD EDUCATION & TRAINING PROGRAM FOR ENDOs, GPs, EDUCATORS *
CLOSED - LOOP, PRIORITIZED, VALUE BASED PROGRAMS & PROMOTIONS
* Please see separate presentation on this initiative.
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