Latin America
Argentina—Slow, but Still Moving
Ana Gambaccini Comunicación y Negocios
Report
Like so many countries, Argentina has seen the impact of the global economic climate. “Where possible, many pharmaceutical companies have postponed their high investment marketing activities,” says Ana Gambaccini of her self-named public relations firm in Argentina. “And where that was not possible, they have shrunk budgets and turned to lower cost alternatives. While some companies have overreacted and brought their projects to a halt,” notes Gambaccini, “others are using this economic downturn as an opportunity to find new placements for their products.”
Forecast
“Considering the pharmaceutical market’s evolution over the past five years as well as the economic crisis, I expect the market to develop more slowly or even stagnate for some time,”says Gambaccini. “But companies need to continue their business and projects so the work-flow will reappear, although perhaps not as strongly as past levels of activity.”
Mexico—Advertising Regulations Keep PR a Priority
PR Partners
Report
Because the pharmaceutical industry in Mexico is
tightly bound by constraints on advertising, these multinational
companies rely heavily on public relations campaigns to communicate
with different target audiences. Certainly the economic downturn is
generally slowing business and some pharmaceutical companies in Mexico
have reduced their communication activities. “However, most of them are
at full speed with PR efforts to continue fighting for position among
competitors,” says Paola de la Barreda of Mexico-based PR Partners.
”The marketing communications of products in Mexico is as strong as
ever.”
Forecast
Despite the pharmaceutical industry’s recent
losses and subsequent downsizing, they continue to invest in biotechs
and other research and development companies. As these acquisitions,
collaborations and mergers occur, the industry will need the skills of
talented public relations agencies to communicate these and other
accomplishments. “In addition, issues like the possible loss of product
patents are of major concern to the industry, as important as the
global economic climate,” notes de la Barreda. “All these issues can be
addressed effectively using PR campaigns.”
Brazil—Mounting Opportunities and Obstacles
Tino—Projetos em Comunicação
Report
Brazil is home to the ninth largest pharmaceutical
market in the world. As a result, it also houses a multitude of
opportunities for healthcare marketing. Over the past 10 years, generic
drugs have grown to represent half of Brazil’s pharmaceutical industry.
“This has caused intense competition in the marketplace and stressed
the need for flexible public relations approaches which can promote the
innovative products of the pharmaceutical industry and as well as the
constantly growing spectrum of generic medicines,” says Priscila
Sérvulo of Brazil-based Tino Communicação.
Forecast
Public relations professionals in Brazil will be
facing several challenges in the coming years, such as being tasked
with increasing communication between pharmaceutical companies,
consumers and physicians in a difficult political climate. Already,
direct advertising to patients is forbidden for prescription medicines
and new laws aim to dissuade pharmaceutical companies from developing
close ties with physicians. In addition, the global consolidation
within the pharmaceutical industry will almost certainly impact
companies in Brazil. However, even as these obstacles mount,
pharmaceuticals will continue on their paths to have their drugs
approved by the government and to improve their relationships with
health insurance companies. “We are optimistic about facing these
challenges,” says Sérvulo, “and we are looking forward to finding new
opportunities within the healthcare sector.”
