It’s one thing to get approval for a product from Cannabis with the Health Surveillance Agency. Another stage, quite different, but no less challenging, has to do with sales marketing, which also involves a process of education and constant updating of physicians. With lean structures, the companies that arrived to bet on the Brazilian market, do not have the same breath as a Pfizer, for example, which announced its entry into the Cannabis at the end of 2021.
Most of the companies that obtained the sanitary license from Anvisa (Agência de Vigilância Sanitária), for the commercialization of medicines based on substances from the Cannabis, were born with a specific focus. This is the case of the Canadian Verdemed, which showed expertise in the preparation of CBD products (Cannabidiol, a non-psychoactive substance from Cannabis). Two of them get the agency’s approval at the end of 2021. But the company has eight more products to be approved this year.
To place the drugs approved by Anvisa in pharmacies, Verdemed closed a partnership with Elleven HealthCare, which specializes in retail marketing. Among the company’s partners is José Roberto Lazarinni, founder of the Herbal Medicines Association, ex-Canopy Grow and Novartis.
It was not a service contract, but a joint bet, where everyone wins if the sales marketing structuring operation is successful. “Each one comes in with what they know how to do best. Verdemed with the product and Elleven with the sales part”, says Gustavo Furletti, co-founder and marketing director at Elleven. Before opening the company, Furletti provided consultancy services to international investors interested in establishing businesses in the Cannabis medicine in Brazil. In fact, good deals depend on good opportunities. After the big pharmaceutical companies are also consolidated in the Cannabis market, the dispute becomes more difficult.
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Source: Folha
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