^{The course approached several aspects of pharmaceutical marketing. Photo: João Vanderlei/Assessoria Iguassu-IT}

Difference between factory price and set price by pharmacies, as well as the difference between generic and reference medicines were explained by Prati-Donaduzzi Marketing Manager, Lucas Angnes during the “Pharmaceutical Marketing” course on Thursday (10), at the Biopark - Science and Technology Park of Biosciences, in Toledo. The activity was part of the programming of Pig Data that began on Wednesday (9) and ends on Friday (11).

The information provided by Angnes aimed to assist Hackathon participants in designing a project for the challenge proposed by the pharmaceutical industry during the opening of the event. Program marathon applicants need to show enhancement in mapping, relationship, and fulfillment of eight OTCs from the industry portfolio.

Those selected must complete the projects by next Friday (18). The winning team will take a prize of R$ 2,500.00. The runner-up, R$ 1,500 and the third team, a value of R$ 1,000.

Guilherme Leme, a student of Electronic Engineering course at Federal Technological University of Paraná (UTFPR), is addicted to programming marathons and said he was very impressed with the theme proposed in this Hackathon specifically. “I will develop an innovative project. The discussion about Prati-Donaduzzi contributed a lot to the challenge. Not to mention that now, knowing the industry more deeply, I started to admire it even more”, he said.

Information Systems student, Willian Alcântara, had a similar opinion. “The chat helped me organize my ideas. I want to propose something that meets Prati-Donaduzzi's needs”, he said.

Regulated

The Marketing Manager explained that the Medicines Market Regulation Chamber (CMED) regulates both the Factory Price and List Price, as well as the Set Price by pharmacies throughout Brazil, but even so, there is a lot of divergence of values. It is possible to buy a drug for R$ 9 in Rondônia and R$ 20 in Santa Catarina, or vice versa.

"It is a very regulated market, but the tax difference among states is one of the factors contributing to price variation", he said.

Angnes also explained the various categories of medicines and the prices of each. A reference drug, for example, is considered innovative, which launched the molecule. The owner of this patent has 20 years to market without any competition. After this period, other labs can “copy” the formula and develop a generic drug as long as it has the same effect and quality as its Reference.

Due to these differences, according to the rules of Brazilian Health Regulatory Agency (ANVISA), the generic value must be a maximum of 65% of the Reference price.

Prati, for example, specializes in generics. It is even the largest producer of generic doses in Brazil *. It has a portfolio of over 360 products and produces about 12 billion doses every year.

^{Angnes also explained that besides the price, there is regulation in the way the advertising of medicines is made. Photo: João Vanderlei/Assessoria Iguassu-IT}

Publicity

Angnes also explained that besides the price, there is regulation in the way the advertising of medicines is made. As medicines are health goods, so their advertising is subject to specific rules. The use incentive is forbidden. Thus, the company focuses its advertising more institutionally. The most effective actions occur only for the pharmaceutical trade.

The restriction decreases slightly when the drug is an OTC and nutraceutical (Functional Food). In this case, there can be advertising. Prati-Donaduzzi currently has 47 OTCs and food supplements in its portfolio.

*IQVIA MAT AGO/2019 PMB + NRC Doses Terapêuticas