Rolf Hoenger, president and general manager of Roche Pharma Brazil, provides an inspiring insight into the innovative and multi-faceted market access vision implemented by the Brazilian affiliate under his tenure and documents his personal approach to bolstering creativity at the affiliate level and ultimately fulfill the company’s fundamental objective to increase access to innovation in Brazil.
You have honed a longstanding international experience among Roche affiliates across Central Asia and Latin America. Leveraging on this exposure, what would highlight to our international readers as the most striking specificities of the Brazilian pharmaceutical market?
"Not only did Roche not reconsider its investment approach to Brazil, but we actually increased our commitment to the country over the past few years."
