Patricia Cambraia began her journey with IPI ASAC Brazil more than 26 years ago. She has forged her career in marketing and business development, with a strong focus on the business and a close connection to the company’s sales department. Now, she’s taking the next step to lead and oversee the sales and marketing team at the Brazilian branch of Asac Pharmaceutical Immunology.
- Patricia, even though you’re taking on a new leadership role in the sales department, your recent work has closely aligned with this management. How are you approaching this fresh challenge?
I’m grateful and very excited about this opportunity. My background is quite diverse—I’m a chemical technician, studied engineering and graduated in business administration with a specialisation in project management. In my 26 years at IPI-Brazil, I’ve worn many hats—starting in the lab, handling administrative tasks, visiting clients, coordinating our field representatives and managing product lines. Now, my primary focus is on sales and marketing. All this experience has given me a broad, rich and deep understanding of the company and its processes, fostering a strong sense of organisation. I believe that with a people- and client-centric approach and a focus on internal and external processes, combined with well-planned, efficient and effective strategic management, we will achieve even greater success.
- You’ve undertaken several successful projects over the years, such as implementing CRM, launching patch test batteries, and more recently, supporting the introduction of new technologies for the after-sales service. What has been the most rewarding experience for you?
Undoubtedly, the development of patch test batteries has been the most fulfilling. Over the past 15 years, our Brazilian branch has been a pioneer, annually releasing different patch test batteries that were previously unavailable in the country. Launching a project from scratch is incredibly satisfying. From the research and development stages to the final launch, offering new and precise evaluation tools for doctors and witnessing how many patients are discovering the cause of their allergies through these tests. This, in turn, allows for the exclusion of the allergen, ultimately enhancing the quality of their lives.
CRM tools, computer systems and ongoing after-sales projects are in progress and require constant updates, as technology advances rapidly. These will be our main focus in the coming months.
- In relation to your new role, what challenges do the sales and marketing teams at IPI ASAC Brazil anticipate?
The primary challenge lies in technology: finding a management tool that can streamline all sales and marketing procedures, making processes more agile and efficient to meet our growth requirements.
Following that, we aim to enhance the promotion of our products and services. To achieve this, we’ll have access to digital marketing tools.
We also intend to foster research and knowledge sharing. As we relocate to a new facility, there will be a dedicated space for knowledge exchange among doctors and employees concerning the treatment and diagnosis of allergic diseases. We have experienced substantial growth! While the laboratory will remain at the previous location, the sales and administrative aspects will operate from this new business space.
- Shifting our focus to the field of immunotherapy, what is your perspective on the current Brazilian market for allergenic and bacterial vaccines?
When I mentioned that we have experienced substantial growth, I was referring not only to our workforce but also to our sales. This growth can be attributed to the success of sublingual therapies, including sublingual immunotherapies and highly concentrated sublingual bacterial vaccines. The response to the bacterial vaccine in cases of recurrent infections has been remarkable. We receive reports daily from doctors who have used it with their patients and are extremely satisfied with the results. Sublingual immunotherapy has brought agility, safety and convenience to both doctors and patients.
- In light of the current state of affairs resulting from the post-pandemic healthcare situation and the rise in allergies, do you think a shift in the business strategy is required?
Yes, the pandemic has brought numerous consequences to people’s lives, including significant changes in both physical and mental health. There’s no way to sustain our previous way of thinking; everything has undergone a transformation. The way we work, engage with clients, friends and family, and our perceptions of people and colleagues have all changed. These changes have been immeasurable and are evident in people’s behaviours and consumption patterns. Adapting to this new, chaotic and uncertain environment was a necessity, but it also brought forth numerous new opportunities. So, indeed, a change in the business strategy was and will remain necessary, with a focus on enhancing the quality of life for clients, employees and families. With a well-coordinated and well-prepared team, we stay vigilant to the new reality and needs, keeping one step ahead to respond promptly and effectively.
- What’s the key for immunotherapy to keep gathering steam within the company from your point of view?
Our primary focus is on promoting scientific research and effective treatments using reliable allergens. Currently, we have numerous publications in both national and international literature citing our products as essential materials for clinical research. We are committed to remaining a benchmark for quality products and research publications.
- You’ve observed the company’s growth from its early days. How has IPI ASAC Brazil evolved, and what’s your philosophy for market positioning?
Our core principles have consistently revolved around ethics, product quality, respect and cultivating close relationships with allergists. Grounded in these values, we’ve been able to develop and maintain products and processes that closely align with our mission.
- What ongoing projects are in progress?
In collaboration with distinguished doctors, we are finalising studies on the use of high-concentration bacterial vaccines in Brazil. We also have a significant ongoing study focusing on Derp1 vaccines at a high concentration, along with several projects related to patch test batteries and a new, highly interesting project concerning atopic dermatitis. You can expect to see a lot from us at conferences and congresses in 2024.
- What are your short- and long-term goals?
In the short term, we aim to improve our sales and after-sales processes using agile management tools. We are exploring methods to expedite vaccine delivery to doctors and patients without compromising quality or service.
In the medium and long term, our goal is to enhance adherence to sublingual immunotherapy, both with allergenic and bacterial vaccines, through intensive guidance and collaboration with doctors.
