In Mexico, we are mirroring our global strategy, which has led us to change our business and culture to get closer to patients, grow, and improve our performance. We are structured into four divisions, one of which is innovation, or patented products. GSK Mexico is considered an R&D company, meaning that innovation is an important part of our operations. The launch of new products is primary to our continuing position in the innovative brands area. Over 2012, we launched three new products. Two of them were oncological products; one for renal cancer and another for thrombocytopenia. GSK Mexico has also released a new combination vaccine for measles, mumps, rubella, and varicella. In 2013, we are planning at least three new innovative launches. Many of these products are very specialized, and we plan to work closely with government institutions to make sure that we have access and funding for these treatments to ensure that they are provided to the people who need them most. Since around 80% of people in Mexico are dependent on social security, it is critical to make sure we are in the national healthcare system. A second important area of our operations is with classic or generic brands. There has been a significant change in the market recently, and generics have grown dramatically since 2007. At GSK Mexico, 38% of our sales come from our classic brands, illustrating the importance of this franchise.
José Alberto Peña
Vice-President & General Manager of Pharmaceuticals, GlaxoSmithKline Mexico
AdriÁn G. Ruiz Parra
General Manager, Hetero
Nobody thought that the generic market would grow like this. The majority of the volume of business now is in generics. Physicians are accepting a lot of companies prescribing generics drugs. Now, the regulations assure the consumer that the product is of top quality and at the best price. The volume is increasing, but the value is decreasing. Also, fixed costs do not change that much. Since the 1990s, there have been a few different crises, such as with the exchange rate. Companies have been cutting their budgets for a while now, so the challenge is how to become more successful on smaller budgets. We are beginning with the generic market now. Companies need to be accustomed to this different market. The regulations are slowing catching up with the market and the authorities are making changes, and I believe they will go further in the future. We are going through a market phase similar to that of the US, where generics are the top-selling products. We need to reinforce our strategies and how we do things. Companies need to be restructured, because we have large commercial areas that in this kind of market are not needed. They need to be development companies producing different kinds of products.
General Manager, Roche Mexico
Roche is a research-focused healthcare global leader that combines both pharmaceuticals and diagnostics strengths. Our main goal at Roche is to address unmet medical needs through innovation in products and services for the early detection, prevention, diagnosis, and treatment of diseases. We are the world's largest biotechnological company, the world leader in cancer medication, and a market leader in virology. We also have a prominent global infrastructure: 170 subsidiaries worldwide, employing more than 10,000 scientists, and 14 drug manufacturing plants around the globe. Roche started its operations in Mexico in 1948, and ever since we have been focused on impacting the life quality of patients positively. It's been more than 60 years, and Roche Mexico is still playing a very important role in the development, production and marketing of innovative medical solutions. Roche is among the top five pharmaceutical companies in Mexico, and the diagnosis business continues to grow in a very positive way. The objective for Roche is, through innovation and research, to position itself as a global leader in the development of specific products and services for the early detection, prevention, diagnosis, monitoring, and treatment of diseases with a single purpose: to provide welfare and improve the life quality of patients.