Krasimir shares his insights into global market trends, expansion strategies and his vision for Asac Pharmaceutical Immunology’s future in the international arena.
- Krasimir, throughout your time at Asac Pharmaceutical Immunology, what has been the biggest challenge you’ve encountered?
Working in the Export department comes with a multitude of ongoing challenges by definition, as it revolves around introducing our product or treatment to new markets. It’s difficult to pinpoint just one, but I’d highlight the varied regulations across countries, the intricacies of logistics organisation and the difficulty in finding partners with experience in immunotherapy.
- During your years as an Export Area Manager, which primary international markets have you focused on? How have you contributed to expanding the company’s presence in those markets?
Over the years, I’ve overseen various parts of the world and brands within the Asacpharma group. Recently, my efforts have been concentrated on Asia, the Middle East and Eastern Europe.
I strongly believe that exportation is a collaborative effort involving all departments of the company. If the Records Department fails to provide the necessary documentation, if the Production Department doesn’t tailor the product to meet market needs or if the International Logistics Department doesn’t ensure the products’ optimal conditions upon arrival, exportation becomes impossible. So, I’d like to express my gratitude for the contributions of my colleagues: Fidel Martínez (Regulatory Affairs Manager), Paloma Díaz (Production Manager), Alejandra Visedo (Product Manager, Marketing Department) and Kristina Bubnelyte (International Logistics Manager).
- In the various international pharmaceutical markets, how do you evaluate the opportunities and challenges that emerge? What are the crucial factors that determine the feasibility of entering a new market?
Specific allergen immunotherapy is a unique treatment approach deeply rooted in the allergy field since its inception. Almost a century before the concept of “precision medicine” gained prominence in medical philosophy, Noon and Freeman demonstrated the feasibility of treating allergic diseases by gradually introducing specific allergens. Our evolving and increasingly comprehensive understanding of molecular allergens empowers us to develop genuinely personalised interventions. Nevertheless, this approach faces issues from a regulatory framework that demands standardisation, incurring costs of tens of millions of euros per unique molecule. Despite these challenges, noteworthy progress is under way with innovations in adjuvants, vehicles, hypoallergenic molecules, preparations and administration routes. It’s an ever-changing puzzle that requires solving, with the potential to alter the course of the disease and its subsequent impact on epidemiology and public health.
Anticipated outcomes of the ongoing debate include the identification of safe options, the recognition of patients who stand to benefit the most and a better understanding of the involved mechanisms.
- When working with clients in different countries, how do you navigate cultural and regulatory differences? How do you encourage collaboration and unity in this globally dispersed work setting?
To begin, I think it’s important to acknowledge and value cultural diversity. From there, our focus is on gaining a deeper understanding of how other cultures function, what motivates our clients and how to improve our service to international patients. We also emphasise educating our team members about respecting the beliefs and values of other cultures.
For fostering collaboration and international understanding, direct communication is key—face-to-face meetings, person-to-person interactions. Consequently, we actively organise frequent direct meetings in both the destination country and Spain.
- Every market comes with specific demands. How do you adjust marketing and sales strategies to meet these needs?
The internationalisation of a business demands a prior process of internal and external research. Initially, we ask a series of questions to assess whether our company is adequately prepared for the international market. After this initial phase, we define the strategy for entering and establishing ourselves in that market—the renowned Marketing Mix, with the 4Ps (product, price, distribution and promotion), plus the addition of people, processes and physical evidence.
- From your perspective, how does Asac Pharmaceutical Immunology contribute value to its international distributors? What sets us apart?
We have an extensive track record, beginning in 1986, with experience in a wide variety of products including skin prick tests, allergenic hyposensitising vaccines, bacterial vaccines, autovaccines and bulk allergenic and bacterial products. We are leaders in diverse markets such as Mexico, Brazil and Turkey. Moreover, the patient is our priority. Consequently, our products and treatments undergo meticulous safety and efficacy evaluations. We’ve established a sustainable business that introduces innovative solutions.
