Will Farma de Colombia’s 15% projected growth be driven by the institutional, prescription, or OTC market?
I would say through the prescription market. We still have a lot of advantages and unique selling propositions in this market. We have been very innovative in the way we approach doctors which I think this has been the secret to our success. The pharmaceutical market is very inelastic. It does not change a lot when there are crises, nor does it shoot up significantly when the economy is booming. But at the same, many pharmaceutical companies are repetitive in the way their representatives approach doctors. We are more aggressive in explaining our advantages to doctors. We invest a lot in sales training. We hire our representatives either from small companies with one year of experience or with no experience at all so that we are able to shape them to our company profile and sales mentality. Two-thirds of our work force is made up of sales and marketing personnel which is a testament to our aggressive sales approach. Because of that, I do not have any concern over manufacturing. Our con
