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Mexico Report
Mexico Report
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can society. Bertrand Baron, general director of Sanofi Mexico,
is confident that Sanofi’s global strategy of diversification fits well
with the current climate in Mexico.
“I believe that Sanofi in Mexico is a perfect
example of what we are as a diversified
healthcare player because here we are playing
in all the markets: human vaccines, consumer
healthcare, biotech, rare diseases,
innovative products, generics, and soon we
will be in eye care.” says Baron.
Bertrand Baron,
General Director,
Sanofi Mexico
Peter Erlbacher,
COO Spanish Latin
America, Aspen Labs
Timothy Daveler, VP
and General Director,
MSD Mexico
Sanofi acquired Mexican laboratory Kendrick
in 2009, and last year bought Medley,
the Brazilian branded generics company
that currently sits at #1 in Brazil and #3 in
Latin America for its category. The acquisitions
are perfect examples of decisions that will allow the company
to compete in all market segments.
“We believe there is a huge market, and generics were a piece
of the market we were not tackling. Now we are doing it with
good quality brands, guaranteeing quality to both the physician
and the patient.” he continues.
The first products under the Medley brand were launched in
the Mexican market just a few months ago with high expectations.
Medley is already rising fast up the
industry ranks.
Aspen Labs, the South African pharmaceutical
giant and relative newcomer to
the Mexican market, started operations in
Latin America through a 50% acquisition
of Strides in 2007. Aspen found the key to
success in Mexico was through turning an
originally hospital-focused and opportunistic
market business into a business driven
primarily by promotion and branding.
“In 2009, Aspen started to implement
a structure that would enable us to enter
into the private ethical market, or the prescription-based
business. That is where we
started to build up our sales and marketing
team. At the same time, we were launching
a small portfolio of locally developed
and manufactured branded generics. The
combination of the two provides a strong
platform with greater brand recognition
for future Aspen branded generics.” says
Peter Erlbacher, COO of Aspen Labs, Span-
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