How is Novartis addressing the new market challenges?
BG. In terms of demand generation, the company is trying to have the most innovative commercial models adapted to each country. As a company, we are trying to be recognised as leaders in the areas of key account management, category captainship, and patients compliance. In our pharma division, these projects are top priority for our CEO and we have one global project to address the new business model. In Latin America, Carlos Garca (who is the Region Head) has been driving this approach since 2002. The commitment from the very top, is the first step to be conscious of the need for change. We have it, and you can also see how marketing training in Novartis incorporates best practices from other industries. In terms of R&D, Novartis has been awarded another title to fall back on: the Best Pipeline in 2006. And this is a consequence of our focus in innovation culture. NGP. How do you organize your marketing and sales function to respond quickly to evolving market complexity? BG. In Latin
