Vous êtes sur la page 1sur 51

Business Tips

Investment in Mexicos
Pharmaceutical
and Biotech Industries

The Lifestyle

Mexican Refuges
of Yesteryear

Negocios
para
exportadores

HEALTHY
BUSINESSES

Medical Devices,
Pharmaceutical
and Biotechnology
Industries in Mexico

IX
2014

he government of Mexico has set out to


transform our country based on five major national goals: to have a peaceful, inclusive, well-educated, prosperous and globallyresponsible Mexico.
In order to build the prosperous Mexico we
long for, we must generate sustained high economic growth that results in more and better jobs that
will improve the quality of life of our population.
Mexico has a solid foundation on which
to attain these goals: healthy public finances; a
manageable debt level; a budget with no fiscal
deficit; a responsible and autonomous monetary
policy, as well as adequate international reserves.
Our macroeconomic stability and institutional strength are enriched by a wide sociopolitical consensus that favors important
transformations required to boost the development of our country. Through the Pact for
Mexico, two constitutional reforms have been
approved: one in education that will enhance
the quality of teaching, and another in telecommunications, radio broadcasting and economic

competition that will open up the sector and


ensure competition throughout our economy.
Furthermore, the Congress is analyzing a financial overhaul to increase the level of credit and
make it more affordable.
Mexico offers certainty and confidence to
investments, a business climate favoring productivity and competitiveness, and an ambitious plan to further develop infrastructure.
Moreover, the countrys strategic geographic
location and optimal legal framework for international trade, through a network of trade
agreements with 45 countries, give us access to
a potential market of over one billion people.
Mexicos exceptional economic and geographic conditions, as well as the talent and quality of its human capital, make it the ideal destination for new productive capital to flourish.
This is the time to invest in Mexico. Investors will find the government of Mexico and
ProMxico to be allies committed to the success of projects that create quality jobs and
prosperity for the country.

Enrique Pea Nieto


President of Mexico

Table of Contents September 2014


26

29

32

Business Tips

Guest Opinion

Mexico in the World

Investment in Mexicos
Pharmaceutical
and Biotech Industries

The Pharmaceutical Industry


in Mexico

Mexican Medical Services


for the World

cover feature

healthy
businesses

Medical Devices, Pharmaceutical


and Biotechnology Industries
in Mexico

photo

archive

14

From
ProMxico

Special Report
20

22

24

11

10

Quertaro Believes
in Innovation

Briefs

60

figures

Mexicos Partner
34

Neolpharma

48

Tecnologa y Diseo Industrial

36

Industrias Vepinsa

50

Atramat

Check In
and Get Checked Up

38

Laboratorios Tornel

52

Industrias Plsticas Mdicas

40

Liomont

54

Becton, Dickinson and Company

Beach and Stethoscope:


Medical Tourism
in Western Mexico

42

Biograft

56

Dentalia

44

Enmex

58

Neoteck

46

ssur

The Lifestyle

The Complete Guide


to the Mexican Way of Life

courtesy of sre

Diego Gmez
Pickering,

The Ambassador
Who Loves Words

photo

photo

courtesy of hacienda santa rosa

courtesy of carla fernndez

The
Lifestyle
Briefs

66

photo

photo

archive

64

72
Mexican Refuges of Yesteryear
A great way to relax and soak up some history is
to stay at one of Mexicos stately old haciendas
turned luxury hotels.

68

Carla Fernndez:
Mexicos future
is handmade

Sun, Sea,
and Surgery

76

Para exportadores

94

Las reformas

y su incidencia para un
Mxico ms competitivo

breves

80
De
ProMxico

82
Mezcal:

Servicios mdicos

una bebida que ha


trascendido fronteras

de Mxico
para el mundo

fotos

archivo

86

90

Logstica y transporte:

Mxico:

hacia una Amrica del Norte


ms competitiva

promesa mundial
para el turismo mdico

88

92

ProMxico
Francisco N. Gonzlez Daz
CEO
Karla Mawcinitt Bueno
Communication and Image
General Coordinator
Sebastin Escalante Bauelos
Director of Publications and Content
sebastian.escalante@promexico.gob.mx
Copy Editing
Felipe Gmez Antnez
Jorge Morales Becerra Contreras
Advertising
negocios@promexico.gob.mx
Cover Photo
Archive

Editorial Council
consejo editorial
Ildefonso Guajardo Villarreal
Francisco de Rosenzweig Mendialdua
Enrique Jacob Rocha
Francisco N. Gonzlez Daz
Embajador Alfonso de Maria y Campos Castell
Luis Miguel Pando Leyva
Francisco Javier Mndez Aguiaga
Rodolfo Balmaceda
Guillermo Wolf
Jaime Zabludovsky
Gabriela de la Riva
Adolfo Laborde Carranco
Silvia Nez Garca
Mara Cristina Rosas Gonzlez
Ulises Granados Quiroz
Karla I. Mawcinitt Bueno

Negocios ProMxico es una publicacin mensual editada por ProMxico, Camino a Santa Teresa nmero 1679, colonia Jardines del Pedregal, delegacin
lvaro Obregn, CP 01900, Mxico, DF Telfono: (52) 55 5447 7000.
Portal en Internet: www.promexico.gob.mx; correo electrnico: negocios@promexico.gob.mx.
Editor responsable: Gabriel Sebastin Escalante Bauelos. Reserva de derechos al uso exclusivo No. 04-2009-012714564800-102. Licitud de ttulo:
14459; licitud de contenido: 12032, ambos otorgados por la Comisin Calificadora de Publicaciones y Revistas Ilustradas de la Secretara de Gobernacin.
ISSN: 2007-1795.
Negocios ProMxico ao 7, nmero IX 2014, septiembre 2014, se imprimi un tiraje de 13,000 ejemplares. Impresa por Ca. Impresora El Universal, S.A. de C.V. Las
opiniones expresadas por los autores no reflejan necesariamente la postura del editor de la publicacin. Queda estrictamente prohibida la reproduccin total o parcial de
los contenidos e imgenes de la publicacin sin previa autorizacin de ProMxico. Publicacin gratuita. Est prohibida su venta y distribucin comercial.
ProMxico is not responsible for inaccurate information or omissions that might exist in the information provided by the participant companies nor of their economic solvency. The
institution might or might not agree with an authors statements; therefore the responsibility of each text falls on the writers, not on the institution, except when stated otherwise.
Although this magazine verifies all the information printed on its pages, it will not accept responsibility derived from any omissions, inaccuracies or mistakes. September 2014.

Download the PDF version and read the interactive edition of

This publication is not for sale.

Negocios ProMxico at negocios.promexico.gob.mx.

Its sale and commercial distribution are forbidden.

BRIEFS

strong as steel

courtesy of toyota

Steel producer Ternium, a subsidiary of


Argentinian-Italian industrial conglomerate Techint, plans an investment of approximately 300 million usd to expand
its production facility in the northeastern state of Nuevo Len. Plans include

an additional line of galvanized steel


sheet to supply the KIA Motors auto
manufacturing plant in development in
that Mexican state.
www.ternium.com.mx

photo

From
promxico.

METALLURGICAL

Mexico, a higher percentage of engineering


graduates than in Brazil, Germany, Spain,
the United States, and the United Kingdom.
The countrys constant infrastructure development, positive business climate, legal
certainty, and macroeconomic environment
are competitive advantages which, along
with the recent structural reforms, will continue to drive more productive investment.
Our country is one of the most attractive countries for investment in the world
not only for its stability, talent, and other
advantages; it is increasingly well-known
for medium- and high-technology manufacturing exports and competitive manufacturing costs, among others. For the Mexican
government, innovation is the cornerstone
of our countrys economic prosperity. There
are around 7,500 researchers in Mexico in
areas related directly to biotechnology, who
participate in the development of projects
and activities in the country.
Companies established in Mexico are
ever more involved in the design of sophisticated products, as well as in research
and development processes. Health-related
business opportunities in Mexico are on the
rise. Mexico is positioned amongst the most
advanced and profitable countries in the
world, beating at the heart rate of success.

Francisco N. Gonzlez Daz


CEO
ProMxico

new model
to be made in Mexico

photo

archive

Japanese automaker Toyota will invest


100 million usd to launch production of a
new model in Mexico in 2015. Toyota currently manufactures cars at a Mazda plant
in the central state of Guanajuato.
www.toyota-global.com

AUTOMOTIVE

speeding growth plans

courtesy of denso

Welcome to Negocios!

AUTOMOTIVE

photo

Health industries in Mexico


have a double deck of opportunities. On one side, the
country has several export
advantages compared to other countries; and on the other, Mexico has
become fertile ground for further productive investment. Mexico is earning international standing as a center for health care,
as reflected by its pharmaceutical, medical
device and biotechnology sectors.
Mexico is the second largest pharmaceutical market in Latin America and a major producer of high-technology medicines.
In addition to Mexican owned companies,
20 of the worlds top 25 multinational
pharmaceutical companies have operations
in Mexico. Their presence has increased in
recent years, placing our country as one of
the leading pharmaceutical manufacturing
centers in the world.
Mexico is also a major player on the international medical device market. It is currently Latin Americas leading exporter and
the main supplier to the United States, as
well as a major exporter of syringes, needles, catheters and cannulas, among others.
Mexicos talent and human capital are
a crucial competitive advantage. Every year
more than 100,000 engineers graduate in

Japanese auto parts manufacturer Denso


will expand its manufacturing plant in
the northeastern state of Nuevo Len at
a cost of 53.8 million usd. Denso also
has plans to construct an additional 35
million usd production facility in that
same state to produce solenoids for engine and airflow units.
www.globaldenso.com

BRIEFS

BRIEFS
MANUFACTURING

TOURISM

IHG targets mexico

Business as clear
as crystal

United Kingdom-based hotel operator InterContinental Hotels Group (IHG) will


invest approximately 400 million usd in
new locations in Mexico over the next two
years. The operator of brands including
Holiday Inn, Presidente Intercontinental,
Crowne Plaza and others plans 30 new
hotels in Mexico by 2016.

Spanish glass maker Vicrila will invest 37


million USD to establish a glass factory in
the central state of Hidalgo. The plant is
planned to produce glass and tableware
for the North American market.
www.vicrila.com

photo

photo

courtesy of nissan

courtesy of bmw group

www.ihgplc.com

BMW chooses San Luis Potosi

Daimler and Nissan have finalized a


joint venture deal to build future Mercedes and Infiniti compact cars in Mexico. The companies will make a substantial investment to develop the vehicles on
Daimlers front wheel-drive architecture
and assemble them at Nissans Aguascalientes site.
The new manufacturing deal will be the
largest project in the global collaboration of
Daimler and the Renault-Nissan Alliance.
Mercedes, Nissan and alliance partner
Renault have shared engines, plants and
vehicle architectures for small cars and
vans since 2010.

The BMW Group will build a new plant


in Mexico in close proximity to the city
of San Luis Potos in the state of the same
name. The company will invest one billion USD in the new production site over
the next few years. The plant will have an
annual capacity of 150,000 and produc-

www.daimler.com / www.nissan-global.com

photo

tion is planned to start in 2019. During


that year, the workforce will reach around
1,500 people. The company will announce
which BMW models will be built at the
San Luis Potos location at a later date.
www.bmwgroup.com

photo

The compact car plans, set out in a


previous memorandum of understanding, will help Infiniti fill a gap at the
bottom end of its range with a new SUV,
sedan and coupe sharing parts and architecture with successors to the Mercedes
A- and B-Class, GLA and CLA.
In return, Daimler gets a first North
American production line for its MFA
vehicle architecture, as well as development savings and economies of scale in a
vehicle category where it has struggled in
the past with low profitability.

courtesy of vicrila

smoothly-running alliance

courtesy of ihg

AUTOMOTIVE

AUTOMOTIVE

CONSUMER GOODS
courtesy of beiersdorf

www.nissinbrake.com

photo

Japanese-owned auto parts manufacturer


Nissin Brake de Mxico inaugurated a new
manufacturing plant in the central state of
Guanajuato. The 43 million usd site will
produce brake parts and aluminum pieces
for automobiles and motorcycles.

courtesy of nissin brake

unstoppable growth

photo

AUTOMOTIVE

a caring business
German personal care product manufacturer Beiersdorf inaugurated a new
manufacturing plant in the central state of
Guanajuato. The 130 million usd facility
will produce lotions and other personal
hygiene products. It is LEED certified and
includes a research center.
www.beiersdorf.com

Negocios ProMxico | Cover Feature

photos

archive

Cover Feature | Negocios ProMxico

A major player on the


international market for
medical devices, in 2013
Mexicos exports were valued
at a total of 6.89 billion
usd, positioning it as Latin
Americas leading exporter, the
main supplier of the US (which
accounted for 92.5% of the
sectors total exports) and the
worlds ninth largest exporter.

Healthy
Businesses
Mexico is earning international
repute as a center for health care,
as reflected by its salubrious
pharmaceutical, biotechnology,
medical devices and medical tourism
sectors. Corporations, government,
research centers and universities
are working in tandem to position
the country as a major receptor of
investment in these sectors.

14

by jess estrada corts

The pharmaceutical industry faces a challenging future but Mexico has a recipe for
success. In global terms, growth has declined
due to a combination of austerity policies
in countries with slow economies, the expiration of patents on top selling drugs, an
increase in sales of generic medicines and
the slimming of research and development
(R+D) budgets. Under that scenario, emerging economies like Mexico are shaping up
as the industrys antidote, not only because
they are spending more on health care but
also because companies can diversify their
business lines and develop innovative drugs
on markets such as these.
That would appear to be the solution
to the expiration of patents. Pharmaceutical
companies are looking to diversify their business lines and drugs because most depend
largely on one or two patents. But this trend
toward greater diversity isnt limited to new
product ranges; it also encompasses new
market niches, such as consumer health care
products and generic drugs. Mergers, acquisitions and alliances with manufacturers of

generic drugs are reshaping the industry as


it seeks out new products and technologies
that will help reduce R+D costs.
Meanwhile, some companies are addressing the problem by opting to manufacture more complex drugs, like those used
to treat oncological, immunological and inflammatory diseases. All the evidence seems
to suggest that biotechnology will be the pillar of progress and innovation in the pharmaceutical industry and Mexico has a great
deal to offer in that area.
Over the coming years, we will most
likely see a regional shift in consumption
and production. While markets that have
historically fueled growth the US, Japan
and certain European nations have been
forced to cut back on government spending on health, emerging economies, Mexicos included, are investing more and more,
and business opportunities are opening up,
even for patented drugs.
Mexico has the second largest pharmaceutical market in Latin America. In addition to Mexican owned companies, 20 of

September 2014

the top 25 leading multinational pharmaceutical companies in the world have operations in Mexico, positioning it as one of the
worlds main manufacturing centers.
In 2013, the sectors output was valued
at 13.98 billion USD and is expected to
climb to 24.21 billion USD by 2020, based
on average annual growth projections of
9.6% between 2014 and 2020.
Mexicos exports of pharmaceutical
products were valued at 1.70 billion usd
and were shipped to the US (26.4%),
Venezuela (15.3%), Panama (11.1%),
Brazil (6.1%) and Colombia (5.6%),
among other markets.
Medicines containing alkaloids or their
derivatives account for 62% of total exports, antiserums 5.6% and medicines
containing provitamins and vitamins, natural or synthetic derivatives 3.7%.
By the same token, investment opportunities abound. According to the report Opportunities and Changes in the Life Sciences
Industry and Healthcare: Mexicos Case
(2014) published by Deloitte, improved
health coverage, an aging population and
medical tourism are bolstering demand.

September 2014

In the same report, Deloitte states that


spending on health care as a percentage
of GDP has increased 15% since 2000
and that the government is focused on
improving the system so as to create
market provisions [...] and offer consumers better alternatives, for example, public
health protection. To that end, the Mexican government has outlined an effective
universal health coverage structure, while
taking steps to improve the quality of services and reduce costs.
That strategy has resulted in a 1.5 percentage point reduction in maternal mortality since 1990 and the government has committed to further reducing it by between two
and 2.5-percentage points each year.
The Deloitte report also highlights the
efforts being made to prevent diseases like
diabetes and obesity as an opportunity for
growth in the sector.
Likewise, consumption on the domestic market is expected to grow at an
average annual rate of 8.2% in the 20142020 period, climbing from 17.22 billion
USD in 2013 to 29.34 billion USD in 2020.
OTC drug sales were at 2.34 billion USD

in 2012. Cold and cough accounting for


27.7% of the markets total value.
According to COFEPRIS, during the
last three years, the consumption of generic
drugs has increased from 54% to 84%.
Whether its to meet ever greater demand on the domestic market or for export, Mexico is a major manufacturer of
high-tech medicines, including antibiotics, anti-inflammatories and cancer treatments, among others. It has also become
more attractive to investors following
improvements to its regulatory framework and the granting of quality certifications. From 2005 through 2013, the
sector received a total of 3.46 billion usd
in foreign direct investment from companies in the US, Ireland, Spain, among
others. Most of these funds were channeled into Mexico City, Morelos, Estado
de Mxico, Baja California, Jalisco and
Aguascalientes.
Biotechnology,
an expanding sector
Mexico has a well developed biotechnology sector that will no doubt come

15

Negocios ProMxico | Cover Feature

Mexicos exports of
pharmaceutical products were
valued at 1.70 billion usd
and were shipped to the US
(26.4%), Venezuela (15.3%),
Panama (11.1%), Brazil
(6.1%) and Colombia (5.6%),
among other markets.

to play an important role in safeguarding the health of the pharmaceutical industry, among others, while facilitating
many other activities that put biologicalbased technology and energy to the service of mankind and the environment.
According to Probiomed liaison officer Dulce Contreras, biotechnology is
a tool that drives other activities across
various sectors. Biotechnology can be
seen at work in the pharmaceutical, food,
agricultural, energy and even the textile
industry, yet its not something new.
Several disciplines have made contribu-

16

photos

tions since the 19th Century. For example, vaccinations, serums and penicillin
are all produced by living entities. At the
time, these were considered biological
processes and now they are referred to
as biotechnological processes. Biotechnology is a multidisciplinary activity so
broad that it covers genetics, molecular
biology, agronomy, among other.
The Mexican government, via the
Ministry of the Economy, has several instruments designed to promote innovation
in the biotechnology sector. For example,
Mexico Ventures and the Sectorial Innovation Fund (FINNOVA) provided funding
for specific biotechnology projects.
Synergies with the Association of Biotechnology Companies (EMBIOMEX),
an initiative whose roots can be traced
back 20 years, but that formally came
into existence three years ago, and the
joint efforts of government agencies, research centers and universities throughout the country have produced success
stories among the associations 16 members and five affiliates. Stories like that
of Metco, a Mexican company that invented and patented Svetia, a natural

archive

low-caloric sugar substitute that can be


found at several coffee shops in Mexico
or Enmex, the only Mexican manufacturer of industrial enzymes.
Another example is Probiomed itself,
an EMBIOMEX founding member that
has five manufacturing plants and some
1,000 employees. One of its product lines
is a bio-comparable drug designed to
treat highly specialized diseases. Up to
70% cheaper than its brand-name equivalent, this drug translates into enormous
savings for the general public and health
institutions.
Other success stories in Mexicos
biotechnology sector include a type of
chocolate for diabetics, developed by
the National Autonomous University of
Mexico (UNAM) using a biotechnological process. It is a functional food that
has a series of benefits for the human
body, says Contreras.
But its not just home grown companies that have found in Mexico fertile
ground for biotechnology related activities. There are more than 180 enterprises
either developing or utilizing modern
biotechnology in Mexico, 31% of which

September 2014

Cover Feature | Negocios ProMxico

operate in the agriculture sector, 23%


in environment-related activities, 18%
in the health sector, 18% in the food
industry and 10% in other areas. In recent years, Mexico has become a major
receptor of foreign direct investment in
biotechnology. By way of example, in
2012, the American technology company
3M invested 15 million USD in a product
design, development and testing project,
creating 700 highly specialized engineering jobs in San Luis Potos (Central
Mexico).
Furthermore, Mexicos enormous
diversity of ecosystems and species, its
geographical location, varied weather
and complex topography offer endless
opportunities for the development of
commercial biotechnology. Trained labor isnt lacking either: there are some
142 universities in the country running
a total of 169 degree courses in directly related areas (biology, biochemistry,
biotechnology, the biomedical sciences
and biochemical engineering) and some
76 institutions offering related post
graduate programs. In 2011, approximately 18,500 students obtained a post
graduate degree in areas related to biotechnology. And of the 7,500 researchers currently working on biotechnology
projects in Mexico, half are employed
in states with bio-clusters like Jalisco
(West), Nuevo Len (Northeast), Morelos (Central Mexico) and Guanajuato
(Central Mexico).
Recent years have seen the creation of an
ever-expanding network of research centers
specializing in different areas of biotechnology. The three institutions at the helm of this
initiative are UNAM, the National Polytechnic Institute (IPN) and the National Council
of Science and Technology (CONACYT).
According to the World Intellectual Property Organization (WIPO), the number of
patent applications in Mexico has increased
at an average annual rate of 9% in the last
14 years. In 2012, Mexico was among the
ten countries that granted the most patents
and of the 209,442 patent applications registered in the 1998- 2012 period; approximately 14.39% were related to medical and
pharmaceutical technology.
Mexicos competitive costs are appealing to both national and international firms. According to the 2014 Competitive Alternatives report published
by the audit, tax and advisory services
firm KPMG, these are significantly lower

September 2014

There are more than 180 enterprises either developing or


utilizing modern biotechnology in Mexico, 31% of which
operate in the agriculture sector, 23% in environment-related
activities, 18% in the health sector, 18% in the food industry
and 10% in other areas. In recent years, Mexico has become a
major receptor of foreign direct investment in biotechnology.
in Mexico than in countries that dominate the industry in the following areas:
biotechnology R+D (35.9% lower than
in the US), clinical trials (31.5% lower)
product testing (39.3% lower) and the
manufacture of pharmaceutical products
(14.4% lower).
Add to these advantages a long list of
free trade agreements and its no wonder
Mexico is one of the US top biotechnology providers. In 2013, Mexico was the
US third most important supplier of life
science products, which were valued at
3.53 billion USD in the period.
Medical devices, an export asset
In global terms, Mexico is also well positioned in the medical devices industry,
where growth can be attributed to a
variety of factors, such as scientific and
technological progress, prolonged life
expectancy and, with it, a progressively

aging world population. In 2013, global


production was valued at 624 billion
USD and, based on new technologies and
demographic trends, is expected to grow
at an average annual rate of 7% between
2013 and 2020 to end the period at an
estimated of 996 billion usd.
In Mexico, the sector has posted
sustained growth over the last decade,
largely due to the development of manufacturing capacities and the commercial
facilities afforded by free trade agreements. According to ProMxico estimates based on data furnished by Global
Insight, domestic production was valued
at 15.67 billion USD in 2013 and is expected to climb to 25.55 billion USD by
2020, while average annual growth of
7.2% is forecast, surpassing projections
for the NAFTA region (5.1%) and countries like Germany (4.3%), Japan (4.4%)
and Switzerland (2.5%).

17

archive

ical devices such as intravenous catheters


for peritoneal dialysis, anesthesia and
embolectomies, surgical clamps and scissors, tubes, needles, skin staplers, disposable medical material, scalpels, lancets,
plastic equipment, cannulas and surgical
and dissection kits to markets specialized
in the manufacture of more technologically complex devices.

A major player on the international


market for medical devices, in 2013
Mexicos exports were valued at a total
of 6.89 billion USD, positioning it as Latin Americas leading exporter, the main
supplier of the US (which accounted for
92.5% of the sectors total exports) and
the worlds ninth largest exporter.
Mexico is also rated the worlds third
largest exporter of syringes, needles, catheters, cannulas and similar instruments,
the fifth of medical, surgical, odontology
and veterinary instruments and equipment, the sixth of orthopedic equipment
and articles for fractures and the seventh
of electro-diagnostic equipment.
In the 2000-2013 period, the sector
received 1.9 billion USD in foreign direct
investment, mainly from the US, Germany
and Italy. Between 2010 and 2014, at least
14 companies announced investments in 16
projects related to medical devices.
There are some 2,511 economic units
operating on Mexicos medical devices
market, 740 of which are export companies. Baja California (Northwest Mexico) is home to the largest cluster in the

18

country. These companies account for


over 33.3% of total exports in the sector
and most are engaged in the manufacture
and assembly of equipment and components. Smiths, Tyco Healthcare, Cardinal
Health, Pall Life Sciences, Medtronic,
Gambro, Medimexico, ICU Medical Inc.,
Hudson Aci, Dj Ortho, CLP, Sunrise Medical and North Safety Products are just a
handful of the 80 exporters of medical devices with operations in Baja California.
One reason multinationals choose to
invest in Mexico is because costs are substantially lower compared to countries
that lead the way in the manufacture of
medical equipment, electronic devices
and precision components, product testing and labor related operating costs at
all levels of specialization.
According to KPMG, in 2013, it was
18% cheaper to manufacture medical
devices in Mexico than in the US; 7.8%
cheaper to manufacture precision components and 39.3% cheaper to develop
and test electronic systems.
Another area where there are opportunities to be had is in the export of med-

Vacation makeovers
One of the worlds top tourist destinations, Mexico doesnt just draw holidaymakers but visitors looking for affordable, quality medical care. According
to Patients Beyond Borders, Mexico attracts over one million foreign patients
a year, making it the worlds second
most popular medical tourism destination. The majority of these patients are
Hispanic residents in the US, mainly the
states of California, Arizona and Texas.
Once famous for its border odontology,
ophthalmology and cosmetic surgery
services, Mexico is now deemed a world
class healthcare center offering a full
range of specialty care and procedures
on a par with those available in developed countries.
The industry was valued at 2.85 billion
USD in 2013, which translates into growth
of 10% compared to 2012. That trend is expected to continue, with medical tourism in
Mexico growing at an average annual rate of
7% through 2016, when its worth will have
almost doubled to 5.01 billion USD.
Deloittes report underscores Mexicos
focus on post-op procedures and drugs
to facilitate patient recovery. And since
the majority of medical tourists come
from the US, measures are being taken
to strengthen ties between Mexican and
American health centers for the coordination of proper post-op services.
Thanks to the joint efforts of the
private and public sectors, research centers and universities, Mexico has consolidated its reputation as a world class
healthcare center, as evidenced by its
flourishing pharmaceutical, biotechnology, medical devices and medical tourism
industries. Government spending on science and technology stood at 4.5 billion
USD in 2012 but President Enrique Pea
Nieto has said that he intends to invest
more in the area as a means of leveraging
development and economic growth, so
we can expect to see this figure increase
to 1% of GDP by 2018. N

September 2014

Cover Feature | Negocios ProMxico

A positive
synergy in
favor of
science
A reflection of the successes that can be
achieved when business, government and
academia work together toward common
goals can be seen in the experience of the
Association of Biotechnology Companies
(EMBIOMEX), which in three years grew
from five member companies to bring together 16 firms, along with five other affiliated companies.
The history of the Association of Biotechnology Companies dates back more
than 20 years, with the convergence of a
group of specialists who were beginning to
make advances in the field of biotechnology. At that time there was no administrative organization to follow up on ideas and
policies in a timely manner. At that time everything was different, there was little control or regulation and there were not many
products being generated through biotechnology. In 2011, the group reaffirmed its
interest in working together and the charter
of the Association was drafted.
Dulce Contreras, Liaison Manager at
Probiomed, one of the founder companies
of EMBIOMEX, says that it is an Association of Mexican companies, although
some companies of international origin
also participate: But they must run a
productive facility generating jobs in our
country, she says.
Organizations such as the Mexican
Foundation for Innovation and Technology Transfer in Small and Medium Enterprises (FUNTEC) also participate in EMBIOMEX: The Ministry of Economy (SE)
is involved and is part of the Association
because when an idea is developed, the SE
says: I have seen activity but dont know
which one of you to approach. It is not the
same as companies going to discuss an issue
with SE as to go as an association. The Association has been a gateway to transmit to
the SE a sector-wide vision of the needs we
have and they, in turn, support us.
In addition, the SE helped reach more
companies in the biotechnology sector for
them to be integrated to the Association.

September 2014

courtesy of embiomex

photo

photo

Negocios ProMxico | Cover Feature

It also asked FUNTEC to: carry out a


diagnosis of the current state of biotechnology in the country and a study that we
could use as a base, says Contreras. As
part of that study, companies raised their
needs with the government and an industry agenda was established.
EMBIOMEX has helped to consolidate
a number of companies with innovative
features and established a feedback process
with the academic sector, allowing a wide
ranging and distinct approach. Work with
the National Council of Science and Technology (CONACYT), the National Autonomous University of Mexico (UNAM), the
National Polytechnic Institute (IPN) and the
Center for Research and Advanced Studies
(CINVESTAV) of the IPN, have been instrumental for EMBIOMEX.
The Association also maintains an active communication with Quertaros Biotechnology Cluster which has identified
about 40 companies in the sector and
is currently in negotiations with Nuevo
Lens Biotechnology Cluster to increase
the benefits of their affiliates.
Through its links with the government,
open calls have been created to fund research
projects for the application of biotechnology within the Sectorial Innovation Fund
(FINNOVA) of the Ministry of the Economy

and CONACYT. Though the 2014 Productive Biotechnology Call has not been
launched, the Association still positive about
it and certain that the Mexican Government
will not let them down.
Dulce Contreras explains that in the
last 20 years: A great technological resource has been generated; we learned a
great deal of expertise and how to be competitive. Plans are in place to further advance the process. The project for 2014
has been to expand and double the number of companies we were five and we are
now almost 20. We want to grow and integrate the vision of others because we could
fall short if we leave out, for example, the
agricultural sector, explains Contreras.
Together with the expansion, the Association continues a trend towards internationalization. Last May, it was introduced to the World Congress on Industrial
Biotechnology in Philadelphia, US, where
companies held meetings with players
from the sector in other countries.
In words of Dulce Contreras, the efforts
of EMBIOMEX represent: The interests of
all Mexicans whose jobs depend on companies involved in biotechnology and the entrepreneurial spirit in research areas. It is a
very positive synergy between academia and
industry in favor of science. N

19

Negocios ProMxico | Special Report

photos

Quertaro Believes
in Innovation
The involvement of the Autonomous University of Quertaro as a founder
and promoter of the biotechnology cluster in the state (BioTQ) bears witness
to the importance of science and the creation of new solutions among
associate companies.
by omar magaa

In 2012, a trend emerged in Quertaro towards the unification of firms working


wholly or partially in the field of biotechnology, including pharmaceutical, agribusiness,
chemical and food companies.
At the center of this movement is the Autonomous University of Quertaro (UAQ)
which, together with other academic and
research centers such as the Tecnolgico
de Monterrey, articulates and brings together the productive efforts of the industry. It places emphasis on the importance
of technological development, strengthens
value chains with support for micro, small
and medium enterprises (MSMEs), generates links with economic promotion bodies,
boosts the training of human capital with

the skills to join the biotechnology subsector,


and organizes scientific and market knowledge around collective interests.
The organization that has emerged from
this partnership between private investment,
academia and government with the Sustainable Development Department (SEDESU) in
Quertaro, the federal Ministry of Economy
(SE) and ProMxico representing the latter
is the BioTQ cluster, which formally entered
operation in the second half of 2012, with
15 partner organizations.
Since then, companies of all sizes have
been involved, with different levels of participation in five central issues of the group:
food biotechnology, pharmaceuticals, agriculture, bioprocesses and research and anal-

courtesy of biotq

ysis services. Those include Roquette, which


processes raw materials of plant origin; Koppert, which is active in the field of biological
protection of crops and natural pollination;
Thor, which manufactures biocides, flame
retardants and personal protection equipment; Granotec, a producer of functional
and efficient foodstuffs; Grupo Nutec which
manufactures animal nutrition products and
Merieux, which focuses on food safety.
The work of the cluster is benefited
by the fact companies are not in direct
competition with each other but can
complement each others work through
production and innovation projects, says
Adriana Cantorn, head of the project
planning department for BioTQ.
The associated companies have to date
generated 1,200 jobs, according to Cantorn, who emphasizes that one of the objectives of the organization is to bring together
not only established firms but also entrepreneurs and MSMEs who can benefit from the
incubation programs and company management offered by the cluster.
In different forums, Marcelo Lpez
Snchez, head of SEDESU, has spoken of
the presence of more than 100 companies
linked to biotechnology in Quertaro,
which are responsible for some 25,000
jobs throughout the state.

Special Report | Negocios ProMxico

A dedicated technology park


Since the organization was created, the
UAQ began to build the infrastructure of a
biotechnology park, which will be a model
for maintaining relationships between the
university and MSMEs in the Quertaro biotechnology sector, explains Cantorn.
The park, she adds, will foster the incubation of companies based on knowledge,
technology transfer and innovation.
The UAQ presented the project for the
Park in November 2012. In total, 51 million
pesos will be invested for its development
15 million provided by the SE and the rest
by UAQ, with support from the state government and entrepreneurs in the sector.
The park will comprise a pilot factory
and biotechnology laboratories for food,
nutraceuticals, microbial safety of foods
and biosystems engineering. Advice will be
given to entrepreneurs who wish to join the
industry, refresher courses and training will
be provided and partnerships with research
centers and other national and international
clusters in the same field will be established.
The BioTQ cluster offers its partners
comprehensive monitoring of changes in
politics, economics, technology and industry,
and documentation on official standards and
government regulations, as well as assistance
with developing business abroad. It will
bring together all the elements for setting a
robust industry on the right path.
One example is the BioTQ clusters negotiations with ProMxico to develop entrepreneurs and consolidation of micro and
small enterprises with export potential.
Cantorn explains that the aim is
to set up two export consortia, one for
food and one for agriculture, each with
its guidelines and requirements to meet.
The project presupposes a process of consultancies, analysis, brand registration,
review of regulations, certifications and
guidance on trade. It will bring together
10 cluster member companies and others
that ProMxico will recruit in the state.
Partnering: the reason for a cluster
The issue of the internationalization of the
work of the BioTQ cluster has a crucial relevance. Not only is it paving the way for
Mexican biotechnology companies to offer their products abroad and participate
in global supply chains, but also it seeks to
connect, share experiences and find the best
industry practices globally.
The partnership between BioTQ and international clusters was established from the

20

September 2014

September 2014

start. In December, 2012, BioTQ organized


a mission to France and the Netherlands to
visit 10 food, plant and molecular analysis
clusters. Collaboration agreements were
signed with two of them that enable UAQ
students to continue their training in biotechnology in these countries.
We have been working with the molecular analysis cluster on a model. The
plan is for someone from there to come to
Mexico to assess the sector clusters here,
concludes Cantorn.
The same spirit of collaboration is evident in the conferences on biotechnology
organized by BioTQ since 2013 and in the
cooperation links with bodies such as the
Franco-Mexican Chamber of Commerce
and Industry and the Valle de Mxico University, the Corregidora Tech University and
the Tec de Monterrey. N

The BioTQ cluster offers


its partners comprehensive
monitoring of changes
in politics, economics,
technology and industry,
and documentation on
official standards and
government regulations,
as well as assistance with
developing business abroad.
It will bring together all the
elements for setting a robust
industry on the right path.

clusterbiotq.org

21

Negocios ProMxico | Special Report

photos

courtesy of baja california state tourism

Special Report | Negocios ProMxico

The Baja California Medical,


Dental and Hospital Cluster is
founded on the conviction of
physicians, governments, and
tourism-industry professionals
that Tijuana and its neighboring
municipalities are the ones best
equipped to meet the rising
demand for their health services
in the US and Canada.
countries especially people from the US,
who are in the habit of getting regular health checkups and who live in
a highly regulated environment where
there is a culture of prolonging life are
traveling abroad in search of medical
and health care services that fall into the
wellness tourism category, such as spiritual retreats and visits to spas and beauty
clinics, among others.
The 2013 Life Sciences Roadmap
sketched out by ProMxico states that demand is highest for heart, plastic and gastric
bypass surgery, ophthalmological, oncological, dental, trauma, fertility and gynecological services. The same document estimated
the value of this sector of Mexicos economy,
including the spa industry, at 2.85 billion

Check In
and Get
Checked Up
Tijuana and its neighboring
municipalities are making a
concerted effort to capitalize
on their experience and gain a
competitive edge in the health
tourism sector.
by omar magaa

Baja Californias efforts to project a stable


image and attract investors, holidaymakers and foreigners and Mexicans in search
of quality medical services are paying off
thanks to projects like the Baja California
Medical, Dental and Hospital Cluster.
This northwest state is a magnet for
investment in the automotive, aerospace,

22

electronics, IT and logistics sectors and


for the hospital services industries, but
to get ahead in the health tourism sector, providers of these services have had
to pool efforts, consolidate their operations, get certified, promote themselves
as a group, and earn the trust of their
prospective customers.
The Baja California cluster constitutes
the crystallization of those efforts and is
founded on the conviction of physicians,
governments, and tourism-industry professionals that Tijuana and its neighboring
municipalities are the ones best equipped
to meet the rising demand for their health
services in the US and Canada.
Doctor Adrin Murillo, executive coordinator of the project in Tijuana, underscores
Baja Californias longstanding tradition as a
provider of cross-border medical services,
especially for Americans and Canadians in
search of quality care at a lower cost than in
their countries of origin. The cluster cashes
in on that experience, unifies goals and calls
on related sectors to help attract users with

USD in 2013, with potential growth of 7%


over the coming years.
Welcome to Tijuana
In Tijuana, the Anglo-Saxon market defined trends in the medical tourism sector
between 2000 and 2008, but in the last five
years or so, Latinos have been the predominant users of these services, either because
they dont have health coverage in the US
or, in the case of native Mexicans, because
this is a chance to visit friends and relatives
on the other side of the border.
This sector of the market resides within a radius that stretches from San Diego
to Los Angeles, just a two-hour drive from
the border. Its a sector of the population
whose purchasing power has increased,
but that finds it more affordable to seek
attention in Mexico than in the US, where
medical services are costly.
Latinos tend to make the most of their
trips this side of the border and the idea is
to offer a range of alternatives, says Murillo. These users visit the region in search
of general or family medical services, dental
treatment, orthopedic and aesthetic surgery.
Given that most come for minor procedures,
theres a greater chance these patients will
visit the local tourist attractions.
We need to invest more to make our
service providers competitive and improve

urban infrastructure, transport, and other


areas that have the potential to attract users of those services and generate more revenues, acknowledges Murillo.
Strength in numbers
Gaining access to communications and
marketing platforms is very expensive,
says Murillo, but the institutions that
belong to the cluster say that working
together has made it more cost-effective
to launch publicity campaigns for their
services in the US, where their prospective clients market is.
As in other sectors, the primary goals of
the cluster are to standardize processes and
to certify the practices of its members. In
the case of the Baja California cluster, funds
have been put up to help members improve
the quality and safety of their services.
The cluster has two certified medical
units, while another eight are currently
being audited by the General Health
Board. As regards legal aspects, the task
at hand consists of standardizing and
adopting criteria to protect users. In the
event the patients wellbeing is believed to
have been compromised, the Baja California Medical Arbitration Commission will
step in, Murillo concludes. N
clustermedicodental.com

more and better accommodation, recreational and dining options.


Generally speaking, those who
make use of services in the border zone
make the two-to-nine-hour journey by
car the time it takes to drive from San
Francisco to Baja California but their
needs and interests go over and beyond
health services, says Murillo.
In the time its taken to set up the cluster,
bodies like the Tourism and Conventions
Committee, the Economic Development
Council, the Tijuanas Economic Development Secretary and the state government have come on board. By the same
token, the relationship with ProMxico
has helped highlight Baja Californias
vast experience in the provision of medical
services. Based on that experience, several
strategic lines have been suggested that are
very much in keeping with what the federal government is now proposing via different institutions, says Murillo.
According to ProMxico, since 2000
more and more people from developed

September 2014

September 2014

23

Negocios ProMxico | Special Report

Beach and
stethoscope:
medical
tourism
in western
Mexico
The Jalisco Medical Tourism Cluster
is one of the leading centers in the
country for attention to foreigners;
it offers a wide range of specialties
ranging from cosmetic surgery
and care for chronic degenerative
diseases to cancer and fertility
treatments.

24

photos

courtesy of jalisco medical tourism cluster

by antonio vzquez

Tourism and health: what better combination? The medical tourism industry in
Mexico offers a wide range of health services, and Jalisco is home to one of the most
important medical clusters in the country.
In 2009, a number of private institutions in the state of Jalisco conceived the
idea of forming a cluster to offer quality services in the healthcare market.
Initially, the group focused primarily on
cosmetic surgery services but over time
the catalog was expanded.
There is a great demand as the global
population begins to age. We are seeing an
increasing prevalence of chronic diseases
such as diabetes and those affecting the
heart, the joints, the hips, and so on, explains Carlos Rodrguez Zrate, president
of the Jalisco Medical Tourism Cluster.

Rodrguez Zrate explains that the


leading consumer of health services, the
US, represents a great opportunity for
clusters focused on medicine in Mexico.
The costs of coverage of different health
systems in the US are high and the health
reforms in that country have set restrictions on coverage.
That creates an important market
for us. Another factor is the migration
policy of the Obama administration,
which is aimed at reaching millions of migrants; many Mexicans are waiting to become citizens of the US in order to come
to Mexico and be treated in the health
services here, he adds.
The quality of medical services in
Mexico and the warmth with which
Mexican doctors treat their patients are

September 2014

Special Report | Negocios ProMxico

added values that attract medical tourism


from the US. Jalisco, in western Mexico,
is a state with approximately 8 million
inhabitants. Its capital, Guadalajara, is
the second largest metropolitan area in
the country, with just over 4 million residents, and an international airport with
flights to 21 cities in the US.
With mountain ranges and the sea,
the state has wonderful tourism sites.
Puerto Vallarta, on the coast of Jalisco, is
one the most preferred beaches by American tourists. According to figures from
the federal Ministry of Tourism, in the
first half of 2014, about 600,000 tourists visited the destination, representing
an increase of almost 20% compared to
the same period in 2013.
The Jalisco Medical Tourism Cluster is
composed of 10 hospitals in Guadalajara
that are renowned throughout the country

September 2014

and four hospitals in Puerto Vallarta.


Jalisco has extensive experience in
treating emergency patients, people who
are traveling on business, or people living
in US and Canadian dominated neighborhoods on the shores of Lake Chapala,
Carlos Rodrguez Zrate points out.
Medical tourism in Mexico is a market that brings major economic benefits
to the country. Mexican exports of health
services in 2012 exceeded 3 billion USD,
according to figures from Euromonitor.
Patients Beyond Borders estimates that
every year over one million people travel
to Mexico for health care.
The Jalisco Medical Tourism Cluster
offers an extensive portfolio of specialties.
The cluster partner hospitals as offering
cosmetic surgery, dental care, ophthalmology, obesity treatment, orthopedics, hip
implants, oncology, cardiology and neurosurgery, as well as fertility and stem cell
treatments, among other services.
In March 2014, representatives of
the most important medical clusters in
Mexico met to map out a strategy that
will project the sector onto the international stage. The main outline of the
strategy, defined in conjunction with the
federal Ministry of Health, is to work in
a coordinated manner to provide quality
service for foreign patients.
In Mexico and Jalisco there is a high
level of quality among health professionals.
Many of our doctors have qualifications

The Jalisco Medical Tourism


Cluster offers an extensive
portfolio of specialties. The
cluster partner hospitals as
offering cosmetic surgery,
dental care, ophthalmology,
obesity treatment, orthopedics,
hip implants, oncology,
cardiology and neurosurgery,
as well as fertility and stem
cell treatments, among other
services.
and training from countries like the US,
Canada, and some European countries. The
network of hospitals, hospital infrastructure and services such as laboratories and
radiology units fully comply with international standards, states Rodrguez Zrate,
who adds that, in the coming years, the
Jalisco Medical Tourism Cluster will seek to
position Mexico as one of the main destinations for health tourism in the world.
We are focused on international tourism and on developing a comprehensive
approach as a country and as a State. Jalisco has been developing for several years as
a major center for medical attention care
in the country, concludes the president of
the Jalisco Medical Tourism Cluster. N

25

Negocios ProMxico | Business Tips

Investment in Mexicos
Pharmaceutical
and Biotech Industries
Recent changes in the Mexican health sector, its continually growing
local market, state investments in biotech, and the countrys growing
export potential, may well make the Mexican pharmaceutical and biotech
industries the next hot investment opportunity.

photo

archive

by johanna cronin* and pieter speksnijder**

Notwithstanding, the increasing presence of generics is also good news for big
pharma, since it opens up the market to
new innovative products. A generic is not
simply a copycat version of a branded
drug, it can also provide an innovative alternative. According to Corts, the latest
trend in generic development is the creation of fixed combination products. These
aim to incorporate multiple active ingredients into one pill, allowing patients with
numerous common conditions to combine
their treatments into one dose. Fixed combination products can reduce side effects
and increases ease of use, but they do require large investments to develop. Big
pharma companies see the benefit of these
products because they sell for higher prices
than regular generics, explains Corts.

In the last decade, Mexico attracted a yearly average of 23 billion USD in foreign direct investments (FDI) and drew a recordbreaking 35.2 billion USD inflow of FDI in
2013. Traditionally, such successes are attributed to the usual suspects of the energy,
mining, and automotive industries, since
they jointly attract the bulk of foreign investment into the country. In the wake of
major reforms in the telecommunications,
energy, and financial sectors established by
President Enrique Pea Nieto, Mexicos
markets are capturing more attention than
ever from foreign investors.
Despite all this potential, the pharmaceutical sector has lagged behind other industries in terms of securing FDI, receiving
an annual average of 400 million USD over
the last eight years. However, recent changes
in the Mexican health sector, its continually
growing local market, state investments in
biotech, and the countrys growing export
potential, may well make the Mexican pharmaceutical and biotech industries the next
hot investment opportunity.
State of the industry
Twenty of the worlds 25 largest pharmaceuticals are present in Mexico, with the
total pharmaceutical market representing
14.6 billion USD in 2013. According to IMS
Health, biomedicine accounted for 5% of
this market, amounting to 735 million USD.
Over the next five years, the market is expected to grow at an annual rate of 10%,
driven by the extension of the state-run
health insurance scheme, Seguro Popular, for
which the government has vowed to increase
spending from 7% to 10% of GDP. According to Dagoberto Corts Cervantes, President of the National Chamber of the Pharmaceutical Industry (CANIFARMA), this
is a very special time for the pharmaceutical
industry as the authorities have made it clear
that the industry is a priority sector for development. Furthermore, Corts asserts that
biotech products will become increasingly
important in Mexico, saying that in 20
years, 47% of the Mexican population will
be older than 45 years, and biotech products
will provide the right answers to many of
their healthcare problems.
Patented drugs currently represent 51%
(7.4 billion USD) of the market, generics
35% (5.1 billion USD), and over-the-counter
drugs 14% (2.1 billion USD). Although patented drugs still dominate, it is expected that,

26

Business Tips | Negocios ProMxico

September 2014

Mexico is an ideal location for clinical trials due to its large and
ethnically diverse population, large volunteer base, improved
regulations and low operational costs. This has led to a huge
increase in the number of clinical trials held in Mexico, from two in
2001 to 196 in 2012, ranking Mexico second in Latin America.
in the next five years, they will gradually lose
market share only to be overtaken by generics in 2018. The reasons behind this expected
shift are increasing public demand for cheap
drugs, and recent government programs
aimed to counter consumer and prescriber
misconceptions about generic medicine.
Generics are pivotal to the development
of the Mexican healthcare sector, especially
since their better utilization could represent significant savings for the Mexican
government. The government now spends
80% of its budget on innovative medicines
which, in terms of units, only represent
20% of purchased drugs. Generics represent 80% of all purchases, and yet the
government only spends 20% of its budget
on these, explains Corts. Maintaining
healthcare costs manageable is going to be

September 2014

a challenge for the government as Mexicos


aging population is requiring healthcare at
a higher frequency, complexity, and cost.
Authorities from the Mexican Institute
of Social Security (IMSS) confirm this by
pointing out that the aging population is
one of its largest long-term challenges.
The market is under constant scrutiny
by pharmaceutical companies that are ready
to jump at the chance of introducing a new
generic when the patent of an innovative
product expires. Corts explains that while
Mexico has strong intellectual property
laws, and that patent terms of 20 years are
strictly respected, this does not mean that
Mexican producers cannot start developing
rival drugs three or four years before patent
expiry in order to launch a generic alternative within 24 hours after a patent expires.

Growth potential for the market


An important element for the Mexican pharmaceutical industry has been the presence of
similares: cheap drugs claiming to be generic
but that actually differ from the original in
terms of efficacy and side-effects. While some
similares are still present today, the Federal Commission for the Protection Against
Sanitary Risks (COFEPRIS) has done an
impressive job cleaning up the market and
reducing red tape in the system. Since 2010,
COFEPRIS has introduced a number of efficiency improvements which have significantly reduced the backlog of registrations
in the organization. This has been seen as a
boon to the industry since in any sector the
efficiency of a regulatory body often directly
translates into that industrys competitiveness. Pharmaceutical companies are in constant discussion with COFEPRIS in order
to further improve efficiency, and indicators
point to a positive relationship between the
public and private sector. CANIFARMA and
COFEPRIS collaborate on boosting industry competitiveness, combining sensitivity
for the needs of the pharmaceutical industry with a constant awareness of the need to
protect the Mexican population.
Furthermore, in 2008 COFEPRIS removed the manufacturing presence requirement meaning that foreign drug producers
are now allowed to enter the Mexican market without having to establish production
here. These new regulations inspired drug
producers like Swedens Meda AB, Italys
Menarini, and Japans Daiichi Sankyo to enter Mexico, as well as allowing Indian generic giants Glenmark, Sun Pharma, and Ranbaxy to gain a foothold here while retaining

27

Negocios ProMxico | Business Tips

production in India. Recently, COFEPRIS


was recognized as a national regulatory authority of regional reference of medicines
and biological products by the World Health
Organization (WHO), a sign that Mexicos
regulatory standards are among the highest
in Latin America. Six months ago, this led
to new legislation being enacted, which enables a COFEPRIS approved product to be
registered in El Salvador, Ecuador, Peru, and
Colombia in just 35 days, explains Corts.
Mexicos free trade agreements with 45
countries have also led to the country exporting over 1.7 billion USD of medicinal
products in 2013, making the country Latin
Americas leader in pharmaceutical exports.
The main export destinations are the US,
Venezuela, and Panama. These exports are
only expected to grow further because of aging populations and a consequent increased
demand for medicines in Mexicos main
trading partner, the US.
Furthermore, leading Mexican pharmaceuticals like Genomma Labs, Laboratorios
Silanes, and Laboratorios Liomont are successfully looking for space for growth outside of Mexico in order to increase their
revenues all over Latin America. Increasing
Mexicos pharmaceutical exports is important to restore the sectors current uneven
trade balance. Another key issue to be addressed is the reduction of the sectors dependence on imports, with 95% of raw materials used to manufacture medicines currently
being imported, states Corts.
Research and development in Mexico
Research and development are crucial to the
future of the pharmaceutical and biotech industries, but the leading multinationals present in Mexico have not yet made research
and development part of their local operations. Limited investment combined with the
focus of local pharmaceutical ventures on
generics and over-the-counter products has
resulted in innovative efforts remaining low.
Corts believes the government is taking note
of this fact: a couple of years ago, the total
amount of investment in research and development in Mexico was just 0.37% of GDP,
as compared to an OECD country average
of 6%. Mexico is lagging behind but the
government has announced plans to increase
its spending by the end of this year. The
hope is that this will see more development
take place, such as that carried out by Laboratorios Silanes, which was the first Mexican
company ever to develop an an US Food
and Drug Administration (FDA)-approved

28

photo

drug. Its snake, scorpion, and spider antivenom drug Anascorp gained FDA approval
in August 2011 and has already become a
commercial success in the US. Laboratorios
Silanes is a firm example of Mexicos potential to become a leading research and development center in Latin America.
State governments are also increasingly incentivizing research and development with the creation of biotech clusters.
In 2011, the state of Morelos announced it
would invest over 29 million USD to stimulate a pharmaceutical cluster specialized
in biomedicine development. Today, Cuernavaca, Morelos is home to 39 research
institutions and has the highest density of
scientific capital in Latin America. While

Mexicos free trade agreements


with 45 countries have also led
to the country exporting over
1.7 billion usd of medicinal
products in 2013, making the
country Latin Americas leader
in pharmaceutical exports. The
main export destinations are
the US, Venezuela, and Panama.
These exports are only expected
to grow further because of
aging populations and a
consequent increased demand
for medicines in Mexicos main
trading partner, the US.
the state of Morelos represents only 1.5%
of Mexicos population, it is responsible
for 10% of national science production.
The state of Jalisco is equally as ambitious
in stimulating research in the life sciences
sector and its Biocluster de Occidente in
Guadalajara currently consists of several
research institutions and 35 multinational
or national pharmaceutical companies.
The pharmaceutical research and development center in Monterrey, Nuevo Len
hosts the countrys premiere private medical school that conducts FDA-grade clinical
research. Stretching their contacts overseas,
a group of Mexican pharmaceuticals led
by Arriola recently went to South Korea to
look for opportunities to transfer biotechnology expertise to Mexico. The situation
is moving very fast and we realized that

archive

to start from scratch would take too long.


Therefore, we sent a team to South Korea
in order to look for technology transfer opportunities with the full backing of national
health authorities.
While Mexico might still not be developing new medicines at the rate of the US or
Germany, the country is rapidly becoming
an international hub for clinical research trials. These play a central role in the development of new medicines, since new medicines
must successfully pass through at least three
phases of clinical research before they can
enter the public market, a process which can
easily take up to 10 years.
Mexico is an ideal location for clinical
trials due to its large and ethnically diverse
population, large volunteer base, improved
regulations and low operational costs. This
has led to a huge increase in the number of
clinical trials held in Mexico, from two in
2001 to 196 in 2012, ranking Mexico second in Latin America. The presence of international renowned clinical research organizations such as Kendle, Parexel and Quintiles confirms the importance of Mexico as a
location for clinical research.

Guest Opinion | Negocios ProMxico

The Pharmaceutical Industry


IN MEXICO
In Mexico, the pharmaceutical industry is of great economic importance, not far behind that of oil
refining, production of basic petrochemicals and manufacturing of cars and trucks. It also is a growing
market that requires new investment to address the ailments that afflict Mexicans in the 21st century.
by mara cristina rosas

Health is a broad concept. According to


the World Health Organization (WHO)
it is a state of complete physical, mental,
and social well-being. That definition is
the result of a conceptual evolution and
emerged in place of a notion that was held
for a long time, according to which health
is simply the absence of biological diseases.
Since the 1950s, the WHO reviewed the
definition and finally replaced it with one
in which the notion of human well-being
goes beyond the merely physical. The Pan

A great place to do business


The sluggish performance of Mexicos
pharmaceutical and biotech industries in
the 2000s seems to be at an end. The entry of global pharmaceutical leaders into
the country has seen estimates for annual sector growth jump to 10%, spread
across a wealth of opportunities. Recent
improvements in regulation and Mexicos
close proximity to the US also provide the
country with a solid export base to internationalize its efforts.
The focus of state governments on research and development and the increasing
number of clinical trials being outsourced
here are destined to make Mexico an international competitor in terms of research and
development as well. Corts sums up this
exciting time in three ways. Firstly, Mexico
has seen a good marriage between the government and the private sector. Secondly, the
loyalty of the Mexican people and doctors
for branded generics is very high and finally,
the number of drugstores has been growing
rapidly. All of these represent opportunities
to place products in the market. Mexico is a
great place for pharmaceuticals to do business, he concludes. N
*Editor of Mexico Health Review.
**Industry Analyst of Mexico Health Review.

September 2014

September 2014

American Health Organization (PAHO)


contributed to that the recognition that
health also has to do with the environment
around a person. Thus, health involves a
coordinated effort by governments, society, international, governmental and nongovernmental organizations and, naturally, pharmaceutical companies.
The development of the pharmaceutical industry first took place in Europe, beginning in 1870 and began its expansion
in the face of the First World War. In the

US, the industry took off after the Second


World War and showed sustained growth
until the 1960s, when the development of
chemical-pharmaceutical products began
to experience difficulties in the light of research and development processes.
Competition on innovation and drug
development, the increasing worldwide
demand for these, as well as the facilities
offered by markets and international and
national regulations, have been instrumental factors in the development of the pharmaceutical industry.
The sector sees considerable progress
in countries like the US, the UK, Switzerland, France and Germany. These countries have a chemical industry with a solid
foundation, making them exporters of
pharmaceutical raw materials produced
in bulk and distributed internationally
through subsidiaries or licensing agreements. China recently joined that group,
largely as the result of the effects of the financial crisis of recent years on European
countries which also explains why nearly
half of global drug production is concentrated in the Asia-Pacific region.
On the other side are the countries
that have not developed a strong chemical
industry. As a result, the pharmaceutical
market in those countries faces constraints
such as restrictive practices, price discrimination and managing the international
patent system as a market instrument.
Currently, one of the central issues of
global public policy is to ensure that all
citizens have access to the drugs they need
to maintain and restore health and to alleviate the discomfort arising from different
health conditions and diseases. Despite
the efforts that have been made in that
regard, enormous challenges remain and
it is not yet possible to guarantee the right
of everyone to health. Of particular note
is the lack of universal coverage of public health services, inequality in access to
primary and secondary level services and,

29

Negocios ProMxico | Guest Opinion

in particular, specialized care; conditions


of marginalization and poverty; unequal
geographical distribution of the worlds
population; the lack of a culture of selfcare and prevention of diseases, and the
emergence of new diseases.
Paradoxically, in some regions the successful outcomes of public health systems
have led to an overall lengthening of life,
at the same time creating an aging population meaning that diseases requiring longterm, expensive care have become more
widespreadheart and kidney ailments,
obesity, mental illness associated with old
age, among others. To that must be added
the appearance of new public health problems related to the emergence of new or
little known diseases the epidemic caused
by the H1N1 virus and, most recently, the
Ebola virus illustrate those problems.
The characteristics and structure of
the pharmaceutical industry are also important for public health. While it is a
sector that invests large amounts of human and material resources in the development of new products, those are surrounded by numerous controversial issues
such as intellectual property and patents,
conditions for competition, content of
regulatory frameworks, international collaboration to classify drugs, sanitary control and oversight policy on drug safety,
the guarantee of supply in emergency
situations, technological change, and the
shared responsibility between the public
and private sectors as well as between nations, in the research, production, delivery
and access to medicines.
In Mexico there are 224 laboratories
for drugs or biological products, belonging
to 200 companies. Of those, 46 are part
of consortia or majority foreign-owned industries and the remaining ones have predominantly Mexican shareholders.
According to figures from ProMxico, with information from Hoovers and
Marketline, 20 of the top 25 global pharmaceutical companies have operations
in Mexico. The pharmaceutical industry
produces 1.2% of gross domestic product
(GDP) and about 7.2% of manufacturing
GDP in the country. Also, according to
data from ProMxico with information
from Global Trade Atlas, Mexico was the
leading exporter in the pharmaceutical
sector in Latin America in 2013.
From 1993 to 2002, the manufacture
of drug-chemical and pharmaceutical
products increased at an average annual

30

photo

rate of 4.85%. The Mexican pharmaceutical industry supplies most of the medicines consumed in the country: it produces
86% of them and imports 14%. It is the
ninth most important economic activity in
Mexico and the fourth largest in the manufacturing sector. According to INEGI, in
2013, production by the Mexican pharmaceutical industry exceeded 13 billion USD.
Thus, Mexico is one of the main markets for health products in the world and
the pharmaceutical industry established
in the country is considered robust and
competitive at a regional level. Together
with Brazil, Mexico is the highest value
market for pharmaceutical products in
Latin America.
In recent years, the deficit in the
Mexican balance of trade for pharmaceutical products has grown significantly, from 52.8 million USD in 1995 to 2.76
billion in November 2008. Today, 90%
of Mexican exports are pharmaceutical
raw materials. The increase in imports

archive

of finished products has been boosted by


international innovation in pharmaceuticals around the world. As a result, Mexico has placed emphasis on investment
to improve production processes, while
recognizing the importance of engaging
in more medical research.
In 1986, with Mexicos accession to the
General Agreement on Tariffs and Trade
(GATT), lower tariffs were agreed for imported raw materials and active pharmaceutical ingredients (API) and the gradual
elimination of those that were manufactured in Mexico. Simultaneously, the refusal of import permits if the material was
produced domestically was removed. Consequently, many supplies began to be purchased in other countries while certain raw
materials (intermediates) required for the
manufacture of APIs continue to attract
tariffs (0.7-5% in tariff codes 20 and 30),
despite the fact they are made in Mexico.
A new market currently showing
strong signs of growth in the pharmaceuti-

Guest Opinion | Negocios ProMxico

cal industry is that of generic drugs. Their


success lies in their quality as well as in the
savings they represent for consumers. One
of the strongest limitations of these drugs
is that in the implementation of new drugs
on the market, the patent right is maintained for a predetermined period, meaning that people with lower incomes cannot
easily access those products.
Distribution on the private market is
carried out by a number of wholesalers
that have nationwide sales and is complemented by regional distributors; the latter
serving small pharmacies and home-visit
doctorswho charge the patient for consultation and the drug.
Sale to the end customer focuses
on pharmacy chains and supermarkets
which, with fewer than 30% of existing
outlets, sell about 80% of the total units
sold. The latter has led independent pharmacies to reduce their presence in those
areas where supermarkets and chains
have a strong presence.

A new market currently


showing strong signs
of growth in the
pharmaceutical industry is
that of generic drugs. Their
success lies in their quality
as well as in the savings they
represent for consumers.
As a result, there is a realignment underway that is seeing independent pharmacies creating negotiating groups. For
many years, the complexity of distribution generated a significant space for traditional distributors to operate; with the
rapid penetration of private labels several
laboratories are now selling directly to
chains, supermarkets, state-owned chains
and independent pharmacies (grouped
into purchasing groups).

For the retail market, part of the sales


are through direct sale by some laboratories to different government agencies and
another part through dealers specialized in
government, who bid on behalf of laboratories and deliver their products to where
the institution requires them.
The diseases affecting Mexican society
are complex. On the one hand, there are
communicable diseases; on the other, the
so-called diseases of modernity, that is,
non-communicable maladies that are related to urbanization and individual lifestyle,
such as obesity, diabetes, hypertension and
cardiovascular, pulmonary and kidney diseases. That means Mexico requires a wide
variety of medications and health services
in order to address the various ailments
that afflict the population.
Since 1980, the Mexican authorities
have made several changes to existing regulations in order to facilitate and improve
the production and sale of drugs.
One of the most important regulations
is the Federal Law on the Promotion and
Protection of Industrial Property, which enables the registration of patents not previously allowed on chemicals. Patents have
a term of 20 years from the date of application and may be extended for three further
years; in addition, the law allows brands
to have a term of 10 years, which may be
renewed for a similar period. Another key
regulation is the General Law on Public
Health, which stipulates that drugs for use
and sale must be identified by their generic
and distinctive names, so that doctors prescribe the active substance they contain
and not the brand. Finally, the Regulation
of Health Products defines the concept and
characteristics of interchangeable generic
drugs. With regard to the latter regulation,
it is worth noting that the provisions relating to bioequivalents will open up greater
opportunities for generic drugs, as opposed
to similar drugs, which invites investment
opportunities in the sector.
According to ProMxico figures with
information from KPMG, Mexico is the
most competitive country in the Americas
for the manufacture of medical devices and
pharmaceuticals. From 2005 to 2013, the
foreign direct investment attracted by the
Mexican pharmaceutical sector amounted
to 3.46 billion USD. N
*Professor and researcher in the Political and
Social Sciences Faculty, National Autonomous
University of Mexico (UNAM).

September 2014

September 2014

31

Negocios ProMxico | Mexico In The World

photos

archive

Mexican medical services


for the world
The health tourism industry in Mexico has been growing rapidly in recent years. This sector
includes both health tourism proper and so-called wellness tourism, which refers to spa services
and retirement homes for the elderly, among others.
by cecilia ramos vila*

Mexico is one of the most popular destinations for medical tourism thanks to a fortunate combination of geographical, economic, and infrastructure factors, together
with first class public policies.
The medical services most demanded
by foreign patients are in specialties such
as cardiology, oncology, orthopedics, dentistry, cardiovascular, cosmetic, gastric, reconstructive, and eye surgery.
According to a study by Patients Beyond Borders, Mexico is the country that
serves more foreign tourists in dentistry and
bariatric surgery (bypass and gastric band).
The study indicates that during 2013, the
Mexican health system attended about one
million foreign patients, which places the
country as the second largest destination in
the export of medical services in the world,
only behind Thailand that catered around
1.2 million foreign patients during 2013.
Medical tourism is an emerging industry that is not yet accounted for in domestic
tourism figures, meaning in many cases is
difficult to estimate numbers and the real
economic impact that foreign patients leave
when visiting an institution in the country.
There are no sufficiently robust databases
since health care providers do not maintain
comprehensive statistics that distinguish
domestic and foreign patients.
Some sources estimate that a foreign patient leaves an average economic benefit of
17,000 USD for an eight-day stay in a Mexican hospital or clinic.
Added to that, it should be taken into
account that foreign patients are usually accompanied and do not only spend money
on the medical or surgical procedure they
undergo but also on essential tourist services, having an impact on other industries
such as transport, accommodation, food
and beverages, among others.
The use of health services impacts on
the economic benefit that should be recorded as income from tourism in general. According to informal estimates, foreign pa-

32

tients coming to Mexico have an economic


impact of close to 2.5 billion USD annually.
It is estimated that figure could grow by
7% a year, to the extent that the number
of institutions with international certification increases. The growth will facilitate the
generation of specific indicators for the sector which will provide more real statistics
within a few years.
Some of Mexicos competitive advantages which make it one of the most attractive countries as a destination for medical
services are costs, favorable geographical
location in relation to Canada and the US, a

high percentage of specialist doctors many


of them foreign educated in proportion to
the population of general practitioners, and
a first class hospital infrastructure.
The Medical Tourism Association
(MTA) estimates that foreign patients
treated in Mexico save between 36%
and 89% over the cost of the same procedure in the US.
In 1999, the General Health Council
(CSG) of Mexico established a certification program for national hospitals and
health clinics, with international standards. Currently, almost 85% of private

September 2014

Mexico In The World | Negocios ProMxico

hospitals and 14% of public hospitals in


Mexico are accredited by the CSG, while
in 2006, no Mexican hospital held international accreditation.
In addition, 10 Mexican institutions
hold international certification from the
Joint Commission International (JCI) the
largest hospital accreditation body in the
US. JCI certification allows Mexican hospitals to provide care to US patients insured
with Medicare, as well as private insurers,
which opens the door to a potential market
of millions of American patients.
The health institutions in Mexico that
receive most tourists for medical purposes
are concentrated in 10 states: Baja California, Baja California Sur, Chihuahua,
the Federal District, Jalisco, Nuevo Leon,
Quintana Roo, Sonora, Tamaulipas and
Yucatan. Those states have approximately
60 hospitals regularly providing health services to foreign patients.
Baja California is a landmark case. According to the study The profile of medical and health tourism and its impact on
the economy of Baja California, undertaken by the State Tourism Department
between 2010 and 2013, the economic
impact generated by medical tourism increased 21% due to the surroundings of
the cities, the wider supply of services and
competitive prices. Additionally, because it
is a border state, many American patients
can travel by land, which facilitates provision of those services. Of foreign patients
coming to Baja California, 83% are from
the US (41% are Hispanic born in that
country) and 9% are Canadian; the remainder comprises other nationalities. It is
very interesting to observe how the medical and hospital sector in Baja California
has been attracting patients from other
countries. In 2010, 98.1% of foreign patients receiving medical care in Baja California came from the US. The study also
reveals that in 2013 the industry generated
30,390 new jobs in the state.
According to the National Institute of
Statistics and Geography (INEGI), states
such as Nuevo Len and Jalisco have a
very large workforce of medical staff:
19.5% of the medical staff of hospitals
and private clinics in the country live in
Nuevo Len, while 10.3% live in Jalisco.
Quintana Roo and Yucatn states that
have a highly developed traditional tourism sector have begun to improve their
medical infrastructure and services to attract that segment of foreign tourists.

September 2014

Mexico has a highly qualified base


of human capital working in medical services. According to the Organization for
Economic Cooperation and Development
(OECD), the proportion of medical specialists among general practitioners in Mexico
is 62.3% higher than the OECD average
(57.7%) which makes us the country with
the 10th highest number of specialists as
a proportion of the entire medical community among member countries. Furthermore, in Mexico, 11.6 physicians graduate
per 100,000 inhabitants, higher than the
OECD average (11.2) and the figure for
countries like the US (6.9), Canada (7.6),
South Korea (8.2) and France (9.0 ).
The technological capital available is a
window of opportunity in Mexico. For example, the number of magnetic resonance
imaging (MRI) units per million population in Mexico is 2.2 units, while the
OECD average is 13.9. The same is true in
the case of other equipment such as brain
scanners. In Mexico there are 5.1 brain
scanners per million inhabitants, while the
OECD average is 23.7. Another indicator
for improvement is the number of hospi-

tal beds. There are 1.6 hospital beds per


thousand inhabitants in Mexico, while the
OECD average is 4.8.
There is no doubt that Mexico has an
excellent hospital infrastructure and qualified medical personnel. However, there is a
gap in technological capital. That represents
a great investment opportunity in order to
expand the capacity for attention and make
the sector even more competitive. Mexico
is a competitive destination for attracting
foreign patients, essentially from Canada
and the US. Costs and high level medical
facilities, a broad base of specialized human
capital and the countrys geographical location are elements that have made Mexico a
suitable destination for medical tourism. If
the investment needed to acquire specialized
equipment is maintained, and the number of
internationally certified health institutions
continues to increase, Mexico will undoubtedly be a leading destination for international medical tourism, not only in North
America but also throughout the world. N
*ProMxicos representative in Boston,
Massachusetts, US.

33

Negocios ProMxico | Mexicos Partner

Neolpharma,
Quality Mexican
Pharmaceutical
Technology
Neolpharma is preparing to take on new markets
with an impressive catalogue of 600 medical
products and a long list of certifications.

34

photos

courtesy of neolpharma

by antonio vzquez

Manufacturing 600 different


medical products is no mean
feat, as Neolpharma, a Mexican pharmaceutical company
that has built up an extensive
catalogue of drugs over the
last 20 years, will tell you.
The company started out
as a cottage industry in 1994.
Two years later, it merged with
a similar firm to create Neolpharma and today employs
over 2,000 people.
It was a process of taking
decisions and integrating technology, innovation and development to offer a more diversified
product range. We produce
drugs not only for the domestic
market but also with export
markets in mind, says Neolpharma CEO Efrn Ocampo.
The diversification Ocampo
was referring to meant making

the transition from manufacturing general drugs to specialized ones. The companys labs
and plants currently have the
capacity to produce drugs for
diabetes, Parkinsons disease,
schizophrenia and even drugs
to treat cancer and neuropsychiatric conditions, although its
main line is drugs for chronicdegenerative diseases.
We have some 200 active
substances that are used to
produce different drugs. In total, including active substances
and presentations, we have
almost 600 products designed
to treat the diseases with the
highest incidence in the country. We are particularly sensitive to the aging of the population, which is why we focus on
drugs for chronic-degenerative
diseases, heart conditions,

September 2014

Mexicos Partner | Negocios ProMxico

diabetes and cancer, and have


several international patents,
says Ocampo.
Mexicos pharmaceutical
market is fairly well distributed among large Mexican and
international companies, with
Neolpharma taking home 8%
of the pie.
One of the companys
main customers is the Mexican Social Security Institute
(IMSS), which purchases
some 130 million units of
medicines a year.
Right now, Neolpharma is
in the process of broadening
its range of generic drugs by as
much as 50% and is working
on new formulas in coordination with top experts from the
Center for Research and Advanced Studies (Cinvestav)
at the National Polytechnic
Institute (IPN), the faculties of
Chemistry and Biology at the

September 2014

National Autonomous University of Mexico (UNAM) and


the Autonomous Metropolitan
University (UAM).
We have a team that
works closely with these institutions, where there is enormous potential for the development of the pharmaceutical
industry and a lot of room for
innovation, says Ocampo.
In addition to its Mexican
facilities, Neolpharma has
offices and plants in Ecuador
and Puerto Rico. Its Puerto
Rican plant is certified by the
US Food and Drug Administration (FDA), which has been
something of an experience
for the company and will no
doubt facilitate its plans to
export to other markets.
As will the long list of
certifications it boasts. Neolpharma has been certified in
Good Manufacturing Practices

by the Federal Commission for


the Protection Against Sanitary Risks (COFEPRIS),, as a
Socially Responsible Company
and complies with ISO 9000
quality management and ISO
14000 environmental management standards.
According to Ocampo,
agencies like ProMxico have
been instrumental in helping companies in the sector
pinpoint these markets. The
next goal for Neolpharma,
he says, is to conquer them.
We have what it takes to
compete on the international
market. We are right next
door to the US the worlds
largest pharmaceutical market where Mexican products
are perceived to be extremely
reliable and of very high
quality, says Ocampo. N

The companys
labs and plants
currently have the
capacity to produce
drugs for diabetes,
Parkinsons disease,
schizophrenia
and even drugs to
treat cancer and
neuropsychiatric
conditions, although
its main line is
drugs for chronicdegenerative
diseases.

www.neolpharma.com

35

Negocios ProMxico | Mexicos Partner

photos

courtesy of vepinsa

Industrias Vepinsa,
natural color for human health
This Mexican company produces natural pigments useful to various industries, but mainly for
human health. It exports 40% of its annual production to some 10 nations.
by antonio vzquez

The color of natural raw materials is very useful to humans. That is something that
Industrias Vepinsa, a Mexican company that for four
decades has been devoted to
the manufacture of pigments,
nutraceuticals, ingredients
and flavorings, knows well.
Founded in 1969, Vepinsa started out producing

36

natural pigments used in the


poultry industry. Over time,
the company diversified its
product portfolio, which today
includes pigments used in the
livestock and biotechnology
sectors, such as nutraceuticals,
says Rogelio Ramos, commercial director of the company.
We have invested a lot
in biotechnology processes

to obtain products known as


nutraceuticals, which are sold
at most drug stores and are
of great benefit to health. For
example, we have eye care
products which prevent macular degeneration in which the
active ingredient is lutein, a
natural carotenoid found in
vegetables, fruits and flowers, says Rogelio Ramos.

Gustavo Rodrguez, director of research and development at Industrias Vepinsa,


claims that natural pigments
(carotenoids) are highly useful
for different industrial sectors.
What weve done is venture into areas like biotechnology. We are also exploring the
use of biomass in the agricultural and fishing industries;

September 2014

Mexicos Partner | Negocios ProMxico

these masses usually garbage


or waste from industrial activities can be used to produce
value-added products. We are
advancing in these two avenues in which we want to do
business, adds Rodrguez.
Rogelio Ramos and Gustavo Rodrguez place special
emphasis on the area of biotechnology in which Industrias
Vepinsa currently operates.
Using different types of flowers, the company has developed
several products for human
use. An important raw material
for the company in its quest
to create products that benefit
human health is the marigold
flower. The flower is endemic
to states like Chiapas, Estado
de Mxico, Morelos, Puebla,
Michoacn, San Luis Potos,
Oaxaca, Veracruz, Sinaloa and
Tlaxcala, among others. It is
often used for cultural purposes, especially for the Day of
the Dead celebrations.
From the marigold flower,
Vepinsa obtains a concentrate
of lutein, recommended for the
pharmaceutical, food, cosmetic and nutraceutical industries.
The lutein obtained by the
company helps, for example,
to protect the skin from exposure to the sun, to reduce
the formation of cataracts and
inhibit macular degeneration
(an eye disorder that affects vision), and to reduce the risk of
colon, breast, and skin cancer.
We work with carotenoids
from the marigold flower. We
are venturing into new products
such as anthocyanin, a pigment
that ranges from red, to blue,
to purple and has a lot of uses
in the food and nutraceutical
industries. There are pigments
derived from tomatoes like lycopene, and from carrots, which
have beta-carotene. We are
exploiting all of these for food
or nutraceuticals, explains
Gustavo Rodrguez.
With a 12-hectare site located in the north of the state
of Sinaloa, in northwestern

September 2014

Mexico, Industrias Vepinsa has


a workforce of 140 people.
The company has taken
advantage of its geographic
location to reach the US market.
Currently, Industrias Vepinsa
operates, in addition to the US,
in some 10 countries in regions
such as Central and South
America, Europe, and Asia.
Each year, the company exports
40% of its production to those
parts of the world.
Gustavo Rodrguez says Industrias Vepinsa is the only one
of its kind in Mexico that has
a department for research and
development of new products
made with natural pigments.
Today, the company owns more
than 10 patents on products for
the biotechnology sector.
Synergies with universities and national research
centers has been decisive for
the growth of the company, as
well as collaboration with the
National Council of Science

and Technology (CONACYT),


according to Rogelio Ramos.
Industrias Vepinsa is a
company that has managed to
exploit innovation in the field
of biotechnology, according to
Gustavo Rodrguez. We will
focus on new products derived
from biomass that can be exploited given the region we are
located in. Its a cheap raw material from which many products can be obtained. We are
also working on obtaining pigments from blueberries, purple
corn and hibiscus. The implementation of biotechnology is a
strategic focus of development
for the company, he says.
In short, Industrias Vepinsa is backing research and
development in biotechnology,
thereby increasing its portfolio
of products that are of great
benefit to human health, concludes Rogelio Ramos. N

Founded in 1969,
Vepinsa started
out producing
natural pigments
used in the poultry
industry. Over
time, the company
diversified its
product portfolio,
which today
includes pigments
used in the livestock
and biotechnology
sectors, such as
nutraceuticals.

www.vepinsafoods.com

37

Negocios ProMxico | Mexicos Partner

photos

courtesy of laboratorios tornel

Mexicos Partner | Negocios ProMxico

equivalents. One of the top


10 companies in its field on
its home market, the company has ventured abroad
and currently exports to
the Middle East, the Caribbean and Central and South
America, regions where it is
in the process of registering
its products.
Because ours are controlled, regulated products,
they cant be sold like other
consumer goods, says Bravo. After having identified
a market with potential, we
begin the process of selling
our products there, which
can take between six and
12 months to get approval,
depending on the laws of the
country in question.
Africa and the Middle
East are key markets for Tornel, which currently sells its
solutions in Egypt, Kuwait
and the Arabian Peninsula.
Here, cultural differences
which translate into very
different ways of relating to
animals open up a whole
gamut of possibilities. In
the United Arab Emirates,
for example, there are lots
of race horses and we have
a series of products designed
for that market. But if you go
to Egypt, horse racing isnt
so popular and the market is
geared more toward products
for the livestock industry,
says Bravo.
In the export arena, Mexico offers Tornel certain competitive advantages. Mexico
is free of many diseases, like
foot and mouth, mad cow

Tornels are quality,


differentiated products
that are competitively
priced compared to their
foreign equivalents. One
of the top 10 companies
in its field on its home
market, the company
has ventured abroad
and currently exports
to the Middle East, the
Caribbean and Central
and South America,
regions where it is in the
process of registering its
products.

Laboratorios Tornel,
Leaving the Fold
Now that it has a firm footing on the domestic market, Laboratorios Tornel is looking
to make an incursion into the international market for veterinary pharmaceutical
solutions. This Mexican firm has the drive and more than one advantage in its favor.
by omar magaa

Laboratorios Tornel has a


substantial share of the domestic market for veterinary
pharmaceuticals, but penning
itself in would be to pass up a
shot at double-digit growth.
Our strategy is to channel all our efforts and tenacity into our export markets

and to continue to expand


internationally, says Tornel
Director Mauricio Bravo, who
estimates that its global operations will put the company on
track for double-digit growth
over the next 20 years.
Diversity is a factor that
works in this particular com-

panys favor. Mexico is home


to countless animal species, all
of which have specific needs,
hence Tornels portfolio of
120 products. And now that
the world is its oyster, the
opportunities for innovation
are as infinite as the number of
species roaming the planet.
Our goal for 2014 which
we are close to achieving is to
export 15% of our output and
sell the remaining 85% on the
domestic market, says Bravo.
from Family Business
to Export Giant
Since the late seventies,
Laboratorios Tornel has
been a familiar name among
animal health professionals
due to its solutions for game
fowl, race horses, small species, pigs and ruminants.
The company produces
hormones, antibiotics, painkillers, anti-inflammatories,
antiparasitics, expectorants,
vitamins, supplements, vaccines and biological products
at its three plants, each of
which is dedicated to a specific product category: injectable drugs, antibiotics and
biological products.
The companys most popular products are its vitamins,
which are suitable for all
animal species and its antibiotics, with which we have
made a name for ourselves on
the domestic and international
markets, says Bravo.
Tornels are quality, differentiated products that
are competitively priced
compared to their foreign

38

September 2014

and others that are prevalent in other countries. That


means we can export to many
countries we cant import
from, says Bravo. In the
case of biological products,
that makes us an excellent
candidate for exports to practically the whole world.

September 2014

Prevention is better
than the cure
Tornels goal is to become
Mexicos fastest growing
veterinary products company
by 2020. The manufacture
and sale of pharmaceuticals
remains its core business but it
is broadening its portfolio of

preventive medicine to help reduce the risk of disease in the


animal husbandry industry.
The trend toward prevention has placed greater
emphasis on the market for
vaccines and Laboratorios
Tornel has responded with
innovation: a vaccine that
recognizes the five most prevalent viruses in Mexico.
Participating in the research and development of
this new product are the National Institute of Forestry,
Agricultural and Fishing
Research (INIFAP) and the
Faculty of Veterinary Medicine and Zoology at the National Autonomous University
of Mexico (UNAM), with
the support of the National
Council of Science and Technology (CONACYT).

We have almost finished


isolating these viruses, which
are prevalent in the country
and cause mortality and associated economic problems,
says Bravo, adding that a vaccine of this type can create
much greater immunity in animals than those that currently
exist on the market because it
targets specific diseases.
According to Bravo, this
will be a highly differentiated
product that will guarantee
a better response and greater
protection of animal species.
Furthermore, it will be a viable export product because
even though the viruses it
targets were isolated in Mexico, these are also a threat in
other countries. N
www.tornel.com

39

Negocios ProMxico | Mexicos Partner

photos

courtesy of liomont

Mexicos Partner | Negocios ProMxico

Authorities from the US and Europe have


visited the companys plant in Mexico City
to see for themselves the care with which
Liomonts products are manufactured.

Liomont,
A Long History
of Conquests

Rica, the Dominican Republic,


Colombia, Ecuador, Venezuela,
Chile and Bolivia.
In the US, products like
Conazol and Cicloferon are extremely popular and a year ago
we launched a generic product
based on Montelukast, an antiasthma drug, in Europe.
Two of the factors that
have prompted Mexican companies like Liomont to make
the leap onto the global scenario are the international trade
agreements Mexico has entered
into and its talented workforce.
Liomont employs 1,500
people and has a 2% share of
the domestic market, which,

Laboratorios Liomont is one of the top 10


pharmaceutical companies in Mexico, with a 2% share
of the domestic market and exports to the US, Europe
and Latin America.
by antonio vzquez

One of the top 10 companies


of its kind in Mexico, Laboratorios Liomont has gone on
to conquer pharmaceutical
markets in Europe, the US and
Latin America.
Luis Paniagua, manager of
new businesses and exports,
attributes its success to perseverance, namely as regards
the quest for excellence and
compliance with stringent
quality standards.
Thewse are the qualities
that have enabled the company to gain a substantial share
of global markets in the 75
years of operation.
Over the decades, Liomont has persevered, especially in its drive to expand the
company, not just in economic
terms, but to be a worthy
representative of Mexicos
pharmaceutical industry in an
international context [...] Its
been a challenge to boost our
market share and represent the
domestic industry at home and
abroad, says Paniagua.
Authorities from the US
and Europe have visited the
companys plant in Mexico
City to see for themselves the
care with which its products
are manufactured.
These products meet the
quality standards required
by the global pharmaceutical

40

market and have been certified by the US Food and Drug


Administration (FDA), among
other bodies certifications
that have enabled Liomont to
create synergies with companies in other countries for the
sale of its products at competitive prices.
Liomonts extensive catalog includes over-the-counter
(OTC) product lines and prescription drugs.
Its best known OTC
products are the painkiller
Analgen, Cicloferon, which is
used to treat oral infections
caused by the herpes simplex
virus, Conazol, for athletes
foot, and Sensibit D, a powerful anti-flu drug.
In the area of prescription
drugs, Liomont manufactures
a wide range of analgesics,
anti-infectives, cardiovascular and respiratory drugs,
antispasmodics, antivirals,
antiparasitics, antidiabetics,
antihistamines, contraceptives, odontology and urological drugs, bone calcium
regulators, and drugs for
erectile dysfunction and to
combat obesity.
Several of Liomonts OTC
products have met with wide
acceptance in countries like
the US, Portugal, Italy, Spain,
Guatemala, El Salvador, Costa

September 2014

September 2014

according to Paniagua, is worth


an estimated 10 billion USD.
The company manufactures
some 60 million products a year,
8% of which are exported.
Innovation has been a
constant in Liomonts long
lifetime, during which it has
sought out the very best of
human talent and forged alliances with government agencies and technological companies. It also has solid ties
with prestigious universities
like Tec de Monterrey and the
National Polytechnic Institute
(IPN) and has worked closely
with the National Council
of Science and Technology

(CONACYT) on projects
related to new global trends
in therapeutic medicine.
The companys next step
will be to explore the biotechnology market and that is the
reason why it has set up a new
life sciences area. The project
is scheduled to come on line in
three years and provides for alliances with international firms.
Liomont is a company that
cares about Mexico, it takes
care of it and aims to become
the countrys top pharmaceutical company in the short term,
says Paniagua. N
www.liomont.com

41

Negocios ProMxico | Mexicos Partner

photos

Biograft,
Muscling Up
to Grab OpportunitieS
Mexico is meeting growing global demand for skeletal muscle tissue
implants that give recipients a new lease on life.
by omar magaa

Room to expand and increase


its market share, coupled with
rising demand for its products
in developed economies are
some of the buoys floating on
Biografts commercial seas.
We are in a blue ocean
surrounded by nothing but
growth opportunities, says
Biograft CEO Jos Ral

Flores Fletes, who also happens to be a qualified chemist


and pharmacist.
Biograft is a biomedical
technology company specializing in the processing and
distribution of implants of
human skeletal muscle tissue that have applications in
sports medicine, traumatology,

odontology, plastic surgery


and spinal surgeries.
As a pioneer in Mexico in
the setting up of private sector
tissue banks, Biograft spearheads a branch of the economy characterized by innovation, the use of state-of-the-art
technology and strict oversight
of safety processes.

courtesy of biograft

Over the last 11 years,


Biograft has expanded on the
strength of its reinvestment in
orthobiologics research and
the creation of new products,
while winning over new markets with quality, Mexicanmade products in a highly
regulated sector where certifications are mandatory.
We are exporting technology to several countries, says
Flores. We receive bone tissue
from Spain and the US and
export the finished product to
South Korea, Spain, Switzerland, Guatemala and Peru.
The company is currently
preparing to take on discerning markets like Germany. In
October, the Biograft team,
comprised of Flores, and the
Master in Science Agustn
Carrillo Garca, will be visiting Dsseldorf to engage in
talks that could well mark the
beginning of a fruitful business relationship.
So what exactly does
Flores see on the horizon?
Based on the growing number of physicians who either
use or recommend Biografts
spongy and cuneiform bone,
cartilage strips, diaphysis,
iliac blocks, femoral and
humerus heads and tendon
implants, he foresees double
digit growth and also anticipates broader coverage of the
companys tissue donation
programs. That means Biograft will be able to manufacture more products for general hospitals throughout the
country and give something
back to society.
A few months ago,
Biograft was audited by
the South Korean Ministry
of Food and Drug Safety
(MFDS), where it is currently
negotiating a megaproject.

Mexicos Partner | Negocios ProMxico

and ProMxico, Biograft


has continued to invest in
research and development
and expects to diversify its
portfolio of solutions with
the introduction of human
cadaver skin tissue, cartilage
and stem cells by 2020.
We belong to the National
Chamber of the Pharmaceutical
Industry (CANIFARMA) and it
was through that organization
that we came into contact with
ProMxico. Members of the
ProMxicos team have already
visited us and I see them
assisting us with marketing
and sales efforts on our target
markets, says Flores.
The National Rehabilitation Institute, which generates clinical protocols based
on Biografts products, and
the Tecamac Technological University in Estado de
Mxico, where the company
participates in a nanotechnology program, are the first
and main links in its value
chain.
According to Flores, part of
the research consists of identifying trends in other countries
and taking them on board.

Safe Product
Before we arrived on the
scene, there was a lot of reticence toward Mexican-made
products of this type, which
were very scarce, says Flores.
However, Biograft quickly
built up trust in medical
circles following the creation
of the first private tissue bank
in 2003 which required a
transferal of technology from
the US and the implementation of a donation program
in 2004, which disclosed the
special processes the company
uses to sterilize its products.
The first thing we insisted
on was that this type of product
be registered so consumers
have a guarantee that our
manufacturing practices are
evaluated, audited and certified
by an authority, in this case the
Federal Commission for the
Protection Against Sanitary
Risks (COFEPRIS), says Flores.
The license and certification granted by Cofepris
provide assurance that Biografts products meet market
standards. The company has
also been audited by the US
Food and Drug Administra-

tion (FDA), is registered with


the American Association of
Tissue Banks (AATB) and has
ISO 9001-2008, ISO 134852003 and TV certification.
The National Transplant
Center is fully informed of
Biografts agreements with
health institutions for the
donation of lower and upper
cadaver extremities. Likewise, the company has an
open doors policy vis--vis
the lab practices it uses to reduce the bioburden of tissue
and sterilize it without compromising the very properties
that make it viable.
Demand for Biograft tendons to repair anterior cruciate ligaments has increased in
Mexico, followed by demand
for spongy bone cubes, iliac
blocks for spinal surgery and
demineralized bone matrix.
Abroad, says Flores, Biograft is viewed as a company
that provides quality products,
complies with the standards
of each individual market it
serves and ensures that the
product is preserved in prime
condition until it reaches the
operating room.

Over the last 11 years,


Biograft has expanded
on the strength of
its reinvestment in
orthobiologics research
and the creation of new
products, while winning
over new markets
with quality, Mexicanmade products in a
highly regulated sector
where certifications are
mandatory.

All that remains is to continue fostering the practice of


donating, something that is becoming easier to the extent that
society acquires knowledge and
understanding of how it can
change a persons life, concludes
Flores, adding that a tissue implant may not save a life, like
a liver or heart transplant, but
it provides something equally
valuable: wellbeing. N
www.biograft.com.mx

Institutional
Connecting Tissue
With the support of the National Council of Science and
Technology (Conacyt)

42

September 2014

September 2014

43

Negocios ProMxico | Mexicos Partner

photos

courtesy of enmex

Enmex:
Mexican Enzymes for the World Market
Enmex, a company specializing in the production of microbial enzymes for different sectors, is one of the leaders
in its field in Mexico; it exports six out of 10 of the products it manufactures to regions including North, Central and
South America, the European Union, Asia, and the Middle East.
by antonio vzquez

With 40 years experience in


the manufacture of enzymes
for the industrial and food
sectors, Enmex is a leading
company in its field, with exports amounting to 60% of its
annual production.
Enmex was founded in
1974 as a result of a joint ven-

44

ture between a Mexican company and a specialized laboratory.


Since 1993, this 100% Mexican
firm has been part of Grupo
Industrial Arancia. From the
outset, the company set itself
the target of becoming a benchmark in the field of manufacturing microbial enzymes.

An enzyme is a biological catalyst that speeds up,


slows down or encourages
certain biochemical reactions; they are produced by
the fermentation of yeasts,
molds and bacteria, explains
Fernando Puig, CEO of Enmex since 1983.

Puig explains that corn


and other grains kernels are
composed of long chains of
polysaccharides and proteins.
These macromolecules, in
turn, are composed of glucose and aminoacids chains.
Enzymes help to break down
these chains, thus releasing

September 2014

Mexicos Partner | Negocios ProMxico

smaller molecules. The resulting molecules can be used to


produce syrups for sweeteners, fermentable sugars for
brewing and biofuels, better
livestock nourishment, and
dairy products, among other
products.
Enzymes are part of our
daily lives; they are found in
countless products. The body
has enzymes that enable its
biochemistry to function.
Without them, certain biochemical reactions would not
be possible and people would
get sick, Puig explains.
The enzymes produced by
Enmex are used in a number
of different sectors. They
are purchased by companies
that make nutritional supplements, animal nutrition
products, textiles, biological
detergents, bread, beer, sugar,
marinades, dairy, tanning and
protein hydrolysis.
Although Enmex does not
directly reach the final consumer, many of the products
commonly sold in supermarkets contain enzymes made
by Enmex. Enmex is the only
Mexican manufacturer of microbial enzymes at industrial
scale and its offices and production facility are in Estado
de Mxico, in the center of
the country.
Enmex has a history dating
back several decades, this year
is accomplishing 40 years in
the market, and maintains its
own brand, unlike other similar companies that are only
engaged in toll manufacturing
to foreign brands.
Currently, Enmex exports
about 60% of its annual
production to countries in
North, Central and South
America, the European
Union, Asia and the Middle
East. The company has distribution centers in Europe and

September 2014

Although Enmex does not directly reach the final consumer, many of
the products commonly sold in supermarkets contain enzymes made by
Enmex. Enmex is the only Mexican manufacturer of microbial enzymes
at industrial scale and its offices and production facility are in Estado de
Mxico, in the center of the country.
Asia. It is the only Mexican
representative in the Enzyme
Technical Association (www.
enzymeassociation.org) and a
founding member of EMBIOMEX, the Mexican Association in Industrial Biotechnology Companies.
The factors that have
enabled the company to enter
these markets include its innovation spirit, its productivity and quality certifications
in food safety, guaranteed by
international agencies.
Enmex is FSSC 22000
(food safety management
systems), ISO 9000 (quality
management) certified, and
holds specific certifications
such as Kosher and Halal, for

Jewish and Arab markets.


Trade agreements signed
by Mexico have been very
helpful in allowing us to
enter other markets. A lot
of competition has entered
Mexico, undoubtedly, but for
us it is better to have a 5%
share of the global market
than 100% of the domestic
market. The treaties signed
by the country have enabled
us to enter the European
Union, the NAFTA region
and South America, says
Fernando Puig.
Mexicos geographical
location and human capital, which Enmex avails of,
have also been key factors
for exports, highlights Puig,

who adds that investment in


innovation is very important
for the company he runs. Enmex has a unit specializing in
biotechnology development,
focused on developing new
products and integrating new
bioprocesses. For that work,
the firm has taken advantage
of programs set up by the National Councif of Science and
Technology (CONACYT).
We will continue to
work to strengthen our presence in the global market
and to attract young talent,
develop it and ensure a base
of highly-skilled staff, concludes Fernando Puig. N
www.enzymes.com.mx

45

Negocios ProMxico | Mexicos Partner

ssur,
Accessing the
Americas
Through Mexico
A few years ago, ssur, one of the worlds leading
manufacturers of orthopedic products, opened a plant
in the border city of Tijuana. Today, its manufacturing
center in Mexico is increasingly vital to its global
operations.

photos

courtesy of ssur

Mexicos Partner | Negocios ProMxico

by antonio vzquez

ssur didnt hesitate to


choose Mexico as its operating base to serve the American continent. The country
had everything it was looking
for and, more importantly, it
was close to its number one
market: the US.
After years of studying the best options for its
expansion in America, it
came down to Costa Rica or
Mexico, but Mexico was the
natural choice due to factors such as its proximity to
the US, which accounts for
50% of the companys sales.
Also, the companys corpo-

rate headquarters are in Irvine, California, which is just


two hours from Tijuana,
says ssur Americas Director
Sergio Bermdez.
So, in 2010, ssur set up
operations in Tijuana, Baja
California, which is not only
close to the US border but
also has a consolidated medical cluster.
The companys catalogue
is comprised of two main
product families: below the
waist prosthesis and orthopedic products like neck braces,
ligament knee braces to support and help rehabilitate the

articulation in the event of


injury and knee braces to alleviate pain caused by a lack
of cartilage in people with
osteoarthritis. Each of these
product groups represents
50% of total sales.
Globally, ssurs products
tend to be top sellers. In some
cases, they are the number
one product on the market,
in others, the number two. In
orthopedics, they are usually
the number one product.
What sets ssur apart
from the competition is
that, in addition to standard
products that are sold by
authorized stores in a variety
of countries, it makes made
to measure products, with a
guarantee of delivery within
three days, at most.
Every month, its
17,000-square-meter Tijuana
plant churns out 85,000
parts for the various products
the company manufactures
and in four years has chalked
up a series of certifications,
like the ISO 9000 quality
management standard, the
ISO 13485 standard relating to medical devices and
the ISO 14000 environmental management standard.
It is also a member of the

46

September 2014

September 2014

What sets ssur


apart from the
competition is that, in
addition to standard
products that are
sold by authorized
stores in a variety of
countries, it makes
made to measure
products, with a
guarantee of delivery
within three days, at
most.

Customs-Trade Partnership
Against Terrorism (C-TPAT),
among other initiatives.
The plant employs approximately 250 employees,
whose talent and know-how
have been key to productivity. Employees from our
Mexican plant are often sent
to cover posts in other places. That has built up ssurs
trust in Mexico, motivating
it to reaffirm its presence
and accelerate its expansion
here, says Bermdez.
To ensure it gets the
crme de la crme of the

countrys graduates, the


company has cooperation
agreements with CETYS
Universidad, among other
institutions.
ssur has consolidated
its presence in Mexico practically since day one and its Tijuana plant is currently operating at 45% of its installed
capacity, which means there
is plenty of room for growth.
In the medium term, the goal
is to expand the plant, both
physically and in terms of
production volumes.
This plant produces
the majority of ssurs new
products. Plus, we have an
excellent relationship with
corporate headquarters in
California. We dont just
manufacture new product
lines, we participate in their
development and if this trend
continues, several processes
at the plant could be expanded. The Tijuana plant is the
third most important to the
companys global operations
in terms of production volumes and is on its way to becoming the second, if not the
first, in the next five years,
concludes Bermdez. N
www.ossur.com

47

Negocios ProMxico | Mexicos Partner

photos

courtesy of tdi

Mexicos Partner | Negocios ProMxico

TDI:
in the beginning
was science
Zapopan, Jalisco is home to a well-established medical
instrument company with a history that combines a
love for technology and innovation with a passion for
business and market intelligence.
by omar magaa

The firm Tecnologa y Diseo


Industrial (TDI) was created
on a platform of science and
innovation and continues to
be nourished by both, as it
transitions from a small and
medium size enterprise (SME)
to a corporation and opens up
to new lines of business.
The history of the company founded by engineer
Jos Adn Ortega Blanco in
Jalisco in the year 2000 is
marked by the production of
solutions in orthopedics, traumatology and most recently
biomedicine, with high added
value and a wide competitive
margin on global markets, as
well as by a phased growth
grounded in its reputation
and in strategic alliances.
In 2010, TDI attracted
public attention after winning
first place in the SME category
for the technology innovation
prize awarded by the Mexican
Association for Applied Research and Technological Development (ADIAT). The jury
for the award praised the firms
business management for the
design and development of
medical devices and implants in
orthopedics and traumatology.
The following year it also
won the SME award for most
innovative product, granted
by the federal Ministry of
Economy (SE) for developing cutting edge biomedical
devices and techniques. As
the SE stated in its citation:
With the support of the SE-

48

CONACYT Innovation Fund,


TDI developed the Luna-Fix
percutaneous osteosynthesis
system, which makes it possible to stabilize, reduce and
immobilize fractures in different parts of the body with less
discomfort for patients.
Ortega Blanco remarks:
We have patents, industrial
designs and utility models.
The company, he points out,
has seen periods of exponential growth, sometimes
around 300% to 400% per
year, and now that growth
curve has stabilized, TDI
expects to close 2014 with a
growth of 50% over 2013.
We had to be well prepared in order to create a
substantial, world class company structure, with all the
departments and divisions that
a German, Swiss or US firm
has, Blanco adds.
Success story
TDI was created at the turn
of the new century and in its
early years provided Mexican
public health institutions
with external fixing devices
for bone fractures, notably
for wrists. From 2003 to
2006 it experienced its first
period of growth, which
would lay the foundations
for its subsequent expansion.
In 2006, TDI began to
publish the first results of
Luna Fix, a system that
enables the possibility of
reducing the fragments of a

In 2010, TDI
attracted public
attention after
winning first place
in the small and
medium sized
enterprise (SME)
category for
the technology
innovation prize
awarded by the
Mexican Association
for Applied Research
and Technological
Development
(ADIAT).
fracture without having to
remove the device, facilitates
the placement of permanent
implants in knee operations
and reduces post operation
pain and complications.
At the time, TDI was
seeking external support and
establishing alliances that
would enable it to avail of its
innovations. It attracted funding from the National Council
of Science and Technology
(CONACYT), the National
Finance Bank (NAFINSA), the
SE and the Jalisco State Government. Until 2010, it was
also part of the Technology
Firm Incubator at the University of Guadalajara.

That backing, together


with strategic alliances with
medics and engineers, the development of its own manufacturing plant, the launch of
its technology Luna Fix, and
other brands it subsequently
launched, registered and
certified TDI consolidated
the world-class structure that
now marks it out.
In 2010, it opened its Biomedical Engineering Department and in 2013 it became
the corporation Grupo IMT,
which has now three divisions: Medical devices, which
undertakes research, development and manufacturing; a
commercial division, which

September 2014

sells both our products and


those of other companies, and
a very important biotechnology division, which is very
successful at an international
level, explains Ortega Blanco.
A team of medics with doctorates in molecular biology
works in the Biomedical Engineering department, which is
developing treatments for cell
therapy, he adds.
The reinforcements
of an exporter
There can be no doubt that certification opens doors but that
is not enough: it is necessary
to step through these doors
and conquer new markets.

September 2014

Constancy is also required:


incorporating innovation and
continual training into the
company culture. TDI is proof
of that. Thanks to its policy of
innovation and training, the
Mexican firm has strengthened
its position with regard to the
Swiss, German and French
companies who are its competitors for the Mexican and South
American markets.
TDI has developed the
brands Luna Fix (minimallyinvasive percutaneous osteosynthesis system), New Fix
(external fixing systems), Top
Spine (devices and implants
for the spine) and Corefix
(internal fixing systems).

The company is ISO 13485:


2003, 9001-2008, and
93/42EEC certified and has
also registered its products
with the US Food and Drug
Administration (FDA).
The company reinvests
30% of its income in innovation and development and has
set itself the task of maintaining the quality demanded by
international markets, without
losing its competitiveness in
prices. With that calling card
it has attended international
trade fairs for which ProMxico provides a platform for the
Mexican industry.
ProMxico has always
supported us and we will

continue to seek its backing


to remain competitive at an
international level because
our aim is to enter the US
and European markets,
remarks Ortega Blanco. He
also reports that starting
in 2015, TDI will work to
organize a conference for
Mexican and international
experts to discuss the issues
relating to the firms portfolio of interests and products.
Finally, a clinic offering TDI
solutions and two civil associations that will serve the
low-income population will
be shortly established. N
www.tdi-sa.com

49

Negocios ProMxico | Mexicos Partner

photos

courtesy of atramat

Mexicos Partner | Negocios ProMxico

Atramat:
Sutures That Link
Mexico and the World
Internacional Farmacutica Atramat is the fourth largest
manufacturer of surgical sutures in the global market. It
offers over 2,000 different medical products and exports
to 80 countries worldwide.
by antonio vzquez

In almost half a century, what


started as a workshop in a spare
room has become the fourth
largest manufacturer of surgical
sutures worldwide. Internacional Farmacutica Atramat
began as a family business in a
private house. Its founder had
the vision to make, by hand,
quality surgical material. 45
years later, the company employs 600 people who enable
the production of over different models of surgical sutures
with different combinations of
threads and needles.
Today, Atramat is the leader
in sales in the domestic market
and in Latin America, and ranks
fourth in worldwide production
of surgical sutures.
The strategy has always
been quality. From the outset, the company philosophy
has been to produce a quality product at a competitive
price. We compete with the
best, with the three largest
companies, like Johnson &
Johnson, among others, says

50

Orlando Cla Braun, export


manager for the company.
According to Cla Braun,
half of Atramats annual production is exported.
The companys products
reach over countries in the
Middle East, Asia, Africa, Europe and Latin America. The
company plans to enter the
US market in the short term,
and is already certified by the
US Food and Drug Administration (FDA).
We are always concerned
with innovation and quality.
Our materials are top notch,
says Cla Braun. Atramat is
ISO 9001 (quality management) and ISO 13485 (quality
of medical devices) certified. It
also holds certifications like the
European Union CE Mark, the
Mexican governments good
manufacturing practices issued
by the Federal Commission for
the Protection Against Sanitary
Risks (Cofepris), Brazils
ANVISA, and others issued by
South Africa and Canada.

Orlando Cla points out


that Mexicos different trade
agreements have allowed
medical equipment manufactured by Internacional
Farmacutica Atramat to
reach the whole world.
Another important aspect
is skilled labor. Our product requires a lot of manpower, above
all of a skilled nature. Mexicans
tend to have well trained hands,
and there is quality labor in the
country at a relatively competitive price, he adds.
Another benefit Cla Braun
sees in Mexico and which has
been exploited by the medical
devices sector is the infrastructure of international airports
and ports available for exporting to other global destinations.

Internacional Farmacutica
Atramat has always been one
step ahead in global trends;
therefore, it has injected significant resources into its innovation department and has
maintained close links with
specialist medical colleges,
which provide knowledge
for it to address the different
needs of surgical experts. Furthermore, the firm has worked
closely with government
agencies such as the National
Council of Science and Technology (CONACYT). Through
organizations like ProMxico,
the company has taken part in
specialized trade fairs in countries like Germany and Spain.
Orlando Cla Braun
explains that the main chal-

September 2014

lenge for the medical devices industry in Mexico is to


continue to provide quality
products, which makes it necessary to maintain a highly
competitive workforce.
Going forward, our
strategy is to continue to
grow and maintain the
strongholds and markets
we have, as well as to open
new markets; above all, to
maintain the high quality
standards that characterize the firm. The companys
philosophy is: best prices and
best quality. We always apply
that philosophy to our new
projects and products, he
concludes. N

The companys products


reach over countries
in the Middle East,
Asia, Africa, Europe
and Latin America.
The company plans to
enter the US market
in the short term, and
is already certified by
the US Food and Drug
Administration (FDA).

www.atramat.com

September 2014

51

Negocios ProMxico | Mexicos Partner

photo

courtesy of industrias plsticas mdicas

Industrias plsticas mdicas,


Internationalization
in Three Steps
A major supplier of plastic products to Mexicos health sector, Industrias Plsticas
Mdicas is making headway with its internationalization process and is already
manufacturing products for leading multinationals in the pharmaceutical sector.
by mariana morales

Industrias Plsticas Mdicas


(IPM) was founded in 1967 by
Dr. Luis Albarrn Boeuf, who
was having difficulty finding
suppliers of non-toxic medical
equipment for his blood banks
in Mexico and other countries
like Costa Rica and Brazil.
Back then, it wasnt easy
to get hold of equipment
and bags for the collection,
fractioning and transfusion
of blood and its components
in Mexico, so Albarrn did
some research and, after
identifying which medicalgrade plastic components
were available on the market,
began designing and manufacturing them himself.
In 1982, the countrys
private blood banks were
closed following a government ban on the sale of blood
and its derivatives in an effort to control diseases like
HIV and hepatitis. By then,
however, IPM was not only
manufacturing products for
its own blood Banks but also
was selling similar products
to hospitals and clinics, hence
the decision to take the company in a new direction.
IPM remains a Mexican
company but is now managed
by Dr. Luis Albarrns daughter,
Laura Albarrn, who has explored new market niches both
in Mexico and further afield.
Operations were moved
from Mexico City to the state
of Morelos, just one hour
from Mexico City International Airport, and the new
IPM plant was subsequently

52

approved by the health authorities. Today, the company


is one of the main suppliers of
government institutions like
the Mexican Social Security
Institute (IMSS), the Health
Ministry (SSA), the State
Workers Security and Social
Services Institute (ISSSTE),
and the oil company Petrleos
Mexicanos (PEMEX). In certain product lines, IPM has
a 30% share of the public
health sector market.

In its bid to internationalize, IPM has implemented a


three step plan, the first step
of which entails consolidating
itself on the domestic market
as a supplier of public health
institutions, with a view to increasing production volumes,
creating economies of scale
and developing new products
based on the sectors core list
of medical supplies.
We have the capacity
to manufacture virtually

any product with plastic


components that appears on
the health sectors core list,
given the right volumes and
reference prices, says Laura
Albarrn.
IPM manufactures bags
for the collection and fractioning of blood, the collection of urine, colostomy bags
and enteral and parenteral
feeding bags, among others, I.V. and pediatric sets,
volumetric measuring devices,

September 2014

Mexicos Partner | Negocios ProMxico

equipment for blood transfusions and measuring central


venous pressure, tubes for the
administration of photosensitive solutions and oxygen,
feeding and suction catheters.
A vertically integrated
company, IPM has developed
its own PVC mix, designs and
injects plastic components out
of ABS, PVC, polystyrene and
acrylic, extrudes medical-grade
tubing in PVC, polypropylene,
polyurethane and EVA, radio
frequency seals bags in sizes
that range from 50 milliliters
up to 12 liters and assembles
its products in clean areas before packaging, sterilizing and
distributing them nationwide.
When we started operating in Morelos there were
only three of us and now we
have over 180 employees. The
lack of services in the vicinity prompted us to vertically
integrate our processes. A lot
of the technology we use is our
own, 100% Mexican. We have
a very creative team that not
only designs components but
also highly specialized molds,
tools and machinery. We have
also bought computerized
injection machines, modern
extruders and diagnostics
equipment, such as electronic
microscopes and calibration
equipment, says Albarrn.
The second step in IPMs
internationalization strategy
has been to position itself as
a supplier of quality plastic
products for pharmaceutical
companies specializing in the
medical and veterinary sectors.
Customized manufacturing has allowed us to develop
one new piece of equipment a
month on average, says Albarrn. IPMs success on this market can largely be attributed
to its ability to respond immediately to the clients requests,
since it designs the molds and
tools and controls the quality
of the final product.
In 1998, IPM participated
in MEDICA, the worlds larg-

September 2014

est medical equipment fair


held every November in Dsseldorf. While promoting our
finished products at the fair,
we realized the real key to our
success lay in the components
and services we could offer as
an original equipment manufacturer (OEM), so the following year, we focused our
efforts on the OEM sector,
with excellent results to date,
says Albarrn.
With the coming into effect
of NAFTA, IPM was quick to
understand the importance
of joining the production
chains of large multinationals
in the medical sector, where
the very best quality and
service are essential. To meet
those standards, the company
worked hard to obtain ISO
13485:2003 certification and
register with the US Food and
Drug Administration (FDA).
That gives our clients the assurance that our processes are
standardized and of a guaranteed quality, says Albarrn.
IPM manufactures everything from special PVC compounds and medical-grade
tubing to finished products
like equine plasmapheresis
apparatus, subassemblies for
infusion pump equipment,
bags to administer veterinary
drugs and equipment to administer contrast dyes.
Because we are integrated into the production chain
of a multinational, we dont
know for certain what percentage of our products are
being exported to other countries, but Im sure we have a
presence throughout North
and South America at the
very least and I wouldnt be
surprised if there were components of ours in Africa and
Asia, says IPM Commercial
Director Georges Belanger.
We export components and
special products directly to
the US, Australia and Argentina and regularly ship
finished products to Central

When we started operating in Morelos there


were only three of us and now we have over 180
employees. The lack of services in the vicinity
prompted us to vertically integrate our processes.
A lot of the technology we use is our own, 100%
Mexican. We have a very creative team that
not only designs components but also highly
specialized molds, tools and machinery, says
Albarrn.
and South America. In 2011,
we sent our first container of
private label bags, i.e. bags
manufactured under another
companys brand, to Brazil
and growth projections for
that sector are very promising, says Belanger.
The third step in IPMs
internationalization strategy consists of reentering
the blood bank market, the
companys original business.
IPM has designed highly specialized products for sale on
international markets, such as
bags for the collection of bone

marrow and umbilical cord


blood. Those products are
developed directly with their
users. We dont want to lose
touch with the hematology
market. A few decades ago,
we even manufactured blood
grouping sera but had to stop
due to health regulations.
Nonetheless, we are convinced
that the market we started out
in is where the best opportunities for developing export
products are potentially to be
found, says Albarrn. N
www.ipm.mx

53

Negocios ProMxico | Mexicos Partner

photos

Mexico Injects Value


into BD
After almost six decades manufacturing quality medical
devices, Becton, Dickinson and Companys Mexican
subsidiary has consolidated itself as an export platform
and receptor of investment.
by omar magaa

Conditions on the domestic


market and the global scenario
indicate Becton, Dickinson
and Companys (BD) already
lengthy relationship with Mexico will continue to thrive.
Almost six decades after the incorporation of its
Mexican subsidiary, the manufacturing activities that BD
transferred to its first factory
outside its native US have
reached maturity. Together,
Mexico and this manufac-

54

turer of hospital and lab


devices have entered a new
era in medical services that
seeks to universalize health
coverage with the aid of mobile technologies and remote
communications.
We are about to launch
portable equipment that can
be used to perform mainly
tuberculosis testing and HIV
monitoring and that will
benefit many communities,
says BD General Manager for

Mexico, Central America and


the Caribbean Kurt Wicker.
The equipment a clinical
point-of-care system that runs
on solar energy and whose
use is in the process of being
regulated by several countries allows for the quick,
timely diagnosis of patients
in inaccessible regions. Haiti
will be the first destination for
this technology given the high
incidence of TB and HIV.
According to Wicker,
trends in Mexico point
toward the unification, universalization and portability
of clinical services and even
though this implies lengthy,
complex processes, BD is
eager to participate.
The public sector is a significant customer in Mexico,
so we aim to meet the goals of
the National Health Plan and
public health priorities as best
we can, by offering the most

archive

convenient, innovative and high


quality customer services.
That strategy has required
that BD undergo a transformation from a simple supplier to
a provider of health-care solutions. To that end, the company helps governments better
manage their suppliers in the
interests of efficiency, thereby
guaranteeing a broader crosssection of society access to
health services.
There is a close correlation
between public health policies which are shaped by the
prevalence of certain diseases
and the products BD manufactures and sells in Mexico.
These include devices for the
monitoring and treatment
of diabetes and HIV and the
detection of cervical-uterine
cancer, which are not only sold
on the domestic market but in
some cases are also exported
to some 30 countries.

September 2014

Mexicos Partner | Negocios ProMxico

Another example of the


clear link between domestic
health policy and BDs manufacturing activities in Mexico
are the annual vaccination
campaigns organized by the
government. These require
millions of syringes, many
produced and marketed by BD
under the Plastipak brand.
Its very satisfying to see
how Mexicos public health
priorities are in sync with some
of the product lines and solutions we offer, says Wicker.
BDs strong arm
BD has been operating in
Mexico for 57 years and has
three plants here that together
employ approximately 8% of
the corporations entire workforce, while some 85% of the
output of its Cuautitln Izcalli
plant is destined for export.
The corporation values
Mexico because of its history
here and the results we have
delivered in the country. The
dedication of our Mexican employees and their ability to specialize has been another point in
our favor, says Wicker.
Furthermore, the companys
Mexican operations have a
competitive cost structure, putting it on an even playing field
with manufacturers in countries
like Brazil, the United Kingdom, the Netherlands, France,
Canada, Italy and the US. According to the 2012 Medical
Device Manufacturing Cost
Index compiled by KPMG, and
to which ProMxicos 2013 Life
Sciences Roadmap refers, it is as
much as 23% cheaper to produce these products in Mexico
than in the US.
BD began operating in
Mexico in the mid-20th century, in the Doctores district
of Mexico City, where it
manufactured glass syringes,
thermometers and materials
for dressing wounds. In the
nineties, it began building its
plant in Cuautitln Izcalli,
Estado de Mxico.

September 2014

Although our most emblematic products, the ones


we are still recognized for, are
disposable Plastipak syringes and Vacutainer blood
collection tubes, we have developed other important business areas, says Wicker.
These areas consist mainly of prepared culture media
for lab testing and services
for all types of industries,
including the food industry,
to help verify that its products are free of bacteria.
BD has three global divisions medical, diagnostics
and bioscience that sell
everything from a 20 cent
needle to cellular analysis
equipment that can cost more
than one million USD.
The companys Mexican
operations remain its strong
arm in terms of quality manufacturing and good practices,
while its well developed mus-

cle for audits explains why


Mexico continues to receive
the bulk of the corporations
investments in the region.
In 2009, thanks to the
intervention of ProMxico,
we were invited to Los Pinos
to announce a 200-millionUSD investment. Five years
later, weve doubled that

figure, with the associated


benefits, concludes Wicker.
The products BD manufactures in Mexico are exported to
the US, France, Belgium, Latin
America, six countries in Asia
and sixteen in Central America
and the Caribbean. N
www.bd.com

55

Negocios ProMxico | Mexicos Partner

photos

Flawless smiles,
unique vacations:
the perfect business
Specializing in dental health care, this Mexican company offers over 300 treatments
to foreign visitors. Quality and competitive costs position the company as a leader in
medical tourism in Mexico.
by antonio vzquez

A perfect smile and a vacation break are possible


thanks to Dentalia, a Mexican company that offers foreign tourists a wide range of
dental health care services at
accessible prices.

56

With more than 45


branches in more than 10
cities across Mexico, Dentalia is a successful company
founded in 2006 with the
purpose of improving the
dental health of its patients.

Dentalias business model


has proved profitable during these eight years. This
scheme covers three areas:
attention in branches, medical tourism and dental plans
for insurers and employees of

courtesy of dentalia

different companies. In that


last area, Dentalia provides
medical services to more than
500,000 employees from different companies.
We have a solid infrastructure, a well positioned
brand, very high quality standards, a serious staff recruitment process and few warranty claims, says Joaqun
Rivera, director of Dentalias
medical tourism department.
With a workforce of 780
employees out of which
three quarters is medical
staff Dentalia provides services in various specialized
areas of dental health.
While consolidating its
extensive network of branches

September 2014

Mexicos Partner | Negocios ProMxico

across the country, the company realized that citizens of


other countries in search of
quality medical services represent a profitable market. After
a number of studies, Dentalias directors realized that
tourists visiting the country
to undergo medical tests seek
the warmth and quality of
Mexican health professionals.
Added to that, the prices for
such services in Mexico are
lower than in countries like
the US and Canada.
In the area of medical
tourism, Dentalia has focused
its efforts on its offices in Tijuana given its proximity to
San Diego, California and
in the Riviera Maya. In those
branches, the staff is fully
bilingual and the firm offers
a complete solution for tourists, according to Joaqun
Rivera. One big advantage
over our competitors is that
Dentalia covers the customers needs in one place, such
as lodging, transportation
and travel insurance. Also,
we have a strict policy that
if the patient does not need a
treatment, Dentalia staff do
not offer it nor try to sell it,
he explains.
Dentalia offers tourists
around 300 dental treatments ranging from a simple
check-up and a root canal,
to dental implants or even a
full-mouth change.
Of the foreigners who
come to Mexico each year to
undergo treatment with Dentalia, 70% come from the US,
10% from Canada, and the
rest from other countries such
as Israel, Argentina, Germany
and Sweden, among others.
Tourists know that Dentalia provides a quality service along the treatment. All
our doctors are fully certified
and trained accordingly.
They know, of course, that
Mexican dentists provide
quality work, with a superior
service says Joaqun Rivera.

September 2014

Dentalia offers tourists around 300 dental treatments ranging from


a simple check-up and a root canal, to dental implants or even a fullmouth change. An orthodontic treatment can cost up to 70% less than
in the US; a dental implant up to 60% less, and a change of teeth, may
be up to 80% cheaper.
At Dentalia an orthodontic treatment can cost up to
70% less than in the US; a
dental implant up to 60%
less, and a change of teeth,
may be up to 80% cheaper.
But Joaqun Rivera emphasizes the quality of health
professionals in Mexico, who
are graduates of the countrys
leading universities. He highlights the meticulous recruitment process at Dentalia.
Each year the company receives CVs from about 2,000
specialized dentists. The
company accepts only 5%.
The quality of the staff working in Dentalia explains why
only one in 10,000 treatments
carried out in the different
branches of the company has
recourse to a guarantee.
Joaqun Rivera believes
that medical tourism is a sector with great potential in

Mexico, above all due to its


proximity to the US, a nation
that, according to Joaqun
Rivera, consumes 40% of the
worlds health services.
Mexico could be an immediate solution for the US
medical needs. Medical tourism in Mexico has enormous
potential and we should work
together to take advantage of
it. Cross disciplinary partnerships will enable exponential
growth in the sector, he says.
Dentalia has established
a series of agreements with
agencies such as the National
Foreign Trade Bank (Bancomext) and ProMxico to access
resources for innovation and development, as well as outreach
programs in foreign markets.
Dentalias plans are ambitious but far from impossible.
The company aims to become
an international referent in

medical tourism, specializing in


the dental area. Achieving such
a feat will have a lot to do with
the amalgam of public and
private health institutions, in
order to tap into a market that
generates millions in income.
Part of Dentalias success
comes down to incorporating
all the companies involved in
tourism.
We have been successful
in providing a complete solution for foreign visitors. Not
only do we care about their
treatment, but also for the hospitality, hotel, transportation,
food, entertainment and protection they receive. By solving
that, we generate economic
benefit for other industries and
meet the customers needs in a
comprehensive manner, concludes Joaqun Rivera. N
www.dentalia.com.mx

57

Negocios ProMxico | Mexicos Partner

photos

archive

monitor patient parameters


and to take decisions in an
emergency, because there is
always an efficient communication between the doctor and
the patient, says Luna.
Among the technological
creations of Neoteck is a system of tablets for public medical attention in areas of low
economic development.
From October 2012 to
April 2013, the company undertook a titanic task for the
Oaxaca State Health Department in southwestern Mexico.
For six months, Neoteck recorded data to learn about the
prevalence of diabetes mellitus
among 42,000 state residents.
On the tablets, the company
recorded all sorts of data from
each patient from medical
data to personal data such as
their home address. Exchanging this information with the

Neoteck:
When IT
Benefits
Human
Health
Created less than a
decade ago, this small
Mexican company creates
technology tools that help
protect against risks to
human health. Creator of
applications for mobile
devices, it has annual sales
of over one million usd.
by antonio vzquez

Founded in 2005, Neoteck, a


Mexican company dedicated
to information technology,
has launched a series of applications for mobile devices
that protect against risks to
human health. More than
just a developer of specialized software, Neoteck has
set itself the task of using
patient information to enable
patients themselves to know
what steps they need to take
to keep healthy.
Since 2005 we have been
thinking about what is now
known as the cloud, thinking
about the need for access to
information and timely medical care at any time and anywhere, says Fernando de Luna
Mrquez, CEO of Neoteck.
Mexican law establishes
a series of locks to ensure
that medical information is the
exclusive property of the patient. In that context, Neoteck
created Virtumedik, a kind of
users clinical record.
Virtumedik is available in
cyberspace (www.virtumedik.
com). The application can
also be downloaded from
iTunes. It is a technological
tool that supports the user

58

Mexicos Partner | Negocios ProMxico

in interpreting vital signs.


It registers a patients data
regarding weight, height and
BMI, among other information. The same application
provides a risk assessment.
Fernando de Luna says that
while the results are not a
medical diagnosis, they can
be interpreted by a physician in order to recommend
the patient follow a series of
actions in order to improve
their health.
We have developed
these types of projects that
interpret vital signs, but also
have applications for prenatal care, for example, where
pregnant women can measure
the size of their uterus and
see how their baby grows
each week. All of these are
models of care that enable
patients to document their
weight, height, heart and re-

spiratory rate, and their waist


and hip measurements, which
also reveal their risk of obesity and of being overweight,
adds Fernando de Luna.
One of the more recent
tools created by Neoteck is the
application My doc in home,
which has three personal
medical devices: a blood pressure meter, a glucose meter
and a heart monitor. The three
devices interface to a tablet,
which sends the information
to a monitoring center that
will soon be available.
What we want is for
all those people who have a
chronic illness or are undergoing post hospital care to be
attended at home and be able
to measure parameters such
as blood pressure and glucose
levels also at home. What this
tool does is reduce the workload for doctors, given they

monitoring center, a prescription could be issued for each


user. Last but not least, users
who speak indigenous languages were shown the information in their own language.
The model of medical care used by Neoteck in
Oaxaca led the company to
win recognition from the
National Council of Science
and Technology(CONACYT),
which provided funds for further research and product development. The road built for
the purpose of diabetes may be
used by other vehicles, such as
heart disease and tuberculosis,
says Fernando de Luna.
The CEO of Neoteck
points out that the use of information technology in the
field of medicine is still new in
Mexico, but that the market
is promising. He notes, for
example, that in the US, where

the field is well established,


the Obama administration has
gradually been granting tax
breaks to health companies
that incorporate the use of
electronic records.
With 52 employees and
annual sales exceeding one
million USD, Neoteck provides
its services to bodies such as
the State Health Departments
in Oaxaca and Aguascalientes, as well as a number of
national institutions specializing in health.
Currently, the company is
in the process of marketing
its various products both in
Mexico and in Latin America.
We want to win national
recognition above all for the
tools we offer in the field of
health, concludes Fernando
de Luna Mrquez. N

One of the more


recent tools created
by Neoteck is the
application My doc
in home, which
has three personal
medical devices: a
blood pressure meter,
a glucose meter and
a heart monitor. The
three devices interface
to a tablet, which
sends the information
to a monitoring
center that will soon
be available.

www.neoteck.com.mx

cannot monitor patients 24


hours a day, says de Luna.
As Fernando de Luna reveals, My doc in home is very
easy to use. All patients need
is to have a tablet with the
specialized program created by
Neoteck installed. The device
is delivered to the doctor at
a reasonable rent of around
12 USD. The specialist records
patient data and programs
the tablet. The patient can go
home and monitor their blood
pressure, glucose, and other
parameters. The information
is sent to the doctor and he or
she makes a decision about the
patient. Its that simple.
Post operative monitoring in hospital costs about
200 USD a day. If the chronic
illness or post operative evolution allows the patient to
be at home, this monitoring
center is all that is needed to

September 2014

September 2014

59

Negocios ProMxico | Figures

infographic

oldemar

Figures | Negocios ProMxico

Healthy Businesses

MEDICAL DEVICES INDUSTRY


3

1st

rd

th

largest exporter of syringes,


needles, catheters, cannulae
and similar instruments

largest exporter of medical,


surgery and dentistry
instruments and applicances

Main
investors

th

largest exporter of
orthopedic appliances
and equipment

largest exporter of
electrodiagnostic
apparatus

Main export
destinations

Main
exported
products

Million USD, 2013

Million USD 2000-2013

15.67

billion USD value


of production
in 2013

Amount invested
in 2013

Main
investors

1.7

Million USD, 2013

13.98

83

177

286
26.4%

billion USD value


of production
in 2013

Source: INEGI, Global


Insight and ProMxico

74.2%

billion USD
in exports
2013

Main export
destinations

Million USD, 2005-2013

Million USD, 2013

92.5%

PHARMACEUTICAL INDUSTRY
leading pharmaceutical exporter in Latin America in 2013

th

15.3%

Source: INEGI, Global


Insight and ProMxico

5,112
medical, surgical
and odontology
instruments
and apparatus

7.2%

average annual
growth rate
2013-2020

1,691

134

64

37

11

6,369

161

151

US

GER

ITA

SPN

SWN

US

FRA

IRL

Exports

6,886

in million USD

economic
units in 2013
Source: INEGI
DENUE

7,000

742

700

orthopedic
devices

economic
units in 2013

5,600

1,338

777

367

224

179

452

263

191

105

96

US

LUX

IRL

SPN

NED

US

VEN

PAN

BRA

COL

Main exported products in 2013


Million USD

6.6%

62%

5.6%

3.7%

1,061

5,064

3.7%

'05

'06

'07

'08

'09

'10

'11

'12

jobs created
by the industry

respiratory,
mechanical
and massage
equipment

'13

Source: EMIM,
INEGI

Manufacturing costs in the medical devices industry

63

medicines
containing
alkaloids
or their
derivatives

60,212

456

3,808

3,500

Source: Ministry
of Economy

5.6%

5.2%

6,072

6,300

4,200

billion USD in
Foreign Direct
Investment,
2000-2013

6.1%
6.5%

Source: EMIM,
INEGI

4,900

1.9

compound
annual
growth rate
2014-2020

2.2%

Source: Global Insight

2,511

11.1%

Source: Global Insight

10.8%

2.3%

9.6%

63

medicines
containing
vitamins
or other
products

96

antiserums

broad-spectrum
antibiotics made
of imipenem,
meropenem and
cilastatin sodium

Manufacturing costs in the pharmaceutical industry


Compared to the US in 2013

compared to the US, 2013

Mexico
-18.9%

CAN
-5.4%

NED
-5.0%

UK
-4.2%

FRA
-2.8%

ITA
-2.6%

JPN
-1.1%

AUS
-0.7%

GER
0.2%

Mexico
-14.4%

ITA
-1.9%

NED
-3.8%

JAP
-1.5%

GER
0.1%

3.46

billion
in FDI,
2005-2013

-30

-25

-20

-15

-10

-5

10

15

20

25

30

USD

-20

-15

-10

-5

10

15

20

Source: Ministry
of Economy

Sources: Global Trade Atlas and KPMG (Competitive Alternatives, 2014).

60

CAN
-4.6%

UK
-3.3%

FRA
-2.2%

AUS
-0.7%

Sources: Global Trade Atlas, KPMG (Competitive Alternatives 2014).

September 2014

September 2014

61

Negocios ProMxico | Figures

infographic

BIOTECHNOLOGY:
MEXICO IS GOOD BUSINESS

Canada

United Kingdom

-12.3% -15.9% -18.5%

-7.8% -10.1% -14.3%

oldemar

COSTS COMPARED TO THE US IN:

biotechnology
R+D

Netherlands
-15.1% -9.9% -20.0%

The Complete Guide to the Mexican Way of Life

clinical
trials

product
testing

The Lifestyle

Germany
2.1%

9.0%

-4.6%

MEXICO

-35.9%
-31.5%

Australia
-2.9%

-1.7% -10.0%

Japan
2.7%

France
4.4%

-6.4%

-4.1%

Italy
-21.1% -11.9%

-1.7%

2.1%

-6.7%

62

photo

Source: KPMG (Competitive Alternatives, 2014).

courtesy of hacienda san antonio

-39.3%

September 2014

Mexican Refuges
of Yesteryear

A great way to relax and soak up some history is


to stay at one of Mexicos stately old haciendas
turned luxury hotels.
68

64

The Lifestyle Briefs

72

66

Diego Gmez Pickering,


The Ambassador Who Loves Words

Carla Fernndez:
Mexicos future is handmade

76

Sun, Sea,
and Surgery

The Lifestyle Briefs

The Lifestyle Briefs

ARCHAEOLOGY
CULTURE

ARCHAEOLOGY

Arditti + RDT
at the Venice Biennale

History
in the Digital Era

The Mexican architecture studio Arditti


+ RDT Arquitectos was invited to participate in the Time Space Existence exhibition by its curator, the architect Rem
Koolhas, as part of the events being staged
concomitantly to the official program of
the 14th Architecture Biennale in Venice,
Italy, which will end on November 2014.
On show at Venices Palazzo Mora, the
firms installation consisted of a collage of
color photographs of its projects, which include the Memory and Tolerance Museum,
the Reforma Diana, Scalia, Banorte and
Telefnica corporate buildings in Mexico
City, and Ciudad Gobierno, a complex of
government buildings in Zacatecas, as well
as a series of black and white photographs
portraying universal ills like hate, slavery,
inequality, and racism.
The goal of the installation was to
get spectators to reflect on the problems
architecture has not been able to address and point out the contradictions.
According to Arditti + RDT founding
partner Arturo Arditti, you cant talk
about architecture without talking about

The first stage in the digitalization of the


works of the National Anthropology Museum (MNA) has almost been completed.
Coordinated by the MNA the most
important museum of its kind in Latin
America, located in Mexico City in
conjunction with the National Council
for Culture and Arts and the National
Institute of Anthropology and History,
this first phase, which began in 2010
consisted of photographing some 8,000
artifacts recovered from archaeological
digs. Between 12 and 24 photos were
taken of each piece from different angles
to offer a 360 degree perspective that
makes it possible to appreciate their color, texture, and proportions. These 8,000
pieces represent only half of the artifacts
displayed in the museums 23 permanent halls and a mere six percent of the
128,000 artifacts in its vaults.
Parallel to that process, 6,000 pieces
from the museums ethnographic halls
and contemporary works and documents
from its history archives were digitalized.
As a result of these efforts, people
from all over the world can now access

64

photo

courtesy of arditi + rdt arquitectos

ARCHITECTURE

awareness of the world. In that respect,


he says, architecture can be as transformative as any other art form.
Time Space Existence features exhibitions by other prestigious interna-

tional architecture firms such as Norman


Foster+Partners (England) and Eduardo
Souto De Moura (Portugal).
www.ardittiarquitectos.com

September 2014

September 2014

photo

www.tepoztln.gob.mx

paradise on earth is home to 44% of all


recorded bird species in Mexico, 23%of
butterfly species, five of the six species of
felines found in the country, including
the largest population of jaguars, and 23
species of orchid.
According to UNESCO representative
in Mexico Nuria Sanz no one single culture
has as many heritage sites as the Maya: seven
cultural, two natural and two mixed. Mexico, she said, leads the way in the area of conservation and makes a valuable contribution
to the UNs development agenda.
whc.unesco.org

vestiges of the cultures of Mesoamerica,


such as the Sunstone and the Maya stelae
in the MNAs safekeeping.

courtesy of mna-inah

The ancient Maya city and tropical jungle of


Calakmul in the state of Campeche feature
on UNESCOs list of Mixed World Heritage
Sites, which means they meet the criteria for
both natural and cultural heritage sites.
Spread over some 750,000 hectares,
Calakmul was declared a Biosphere Reserve in 1989 and a National Cultural
Heritage Site in 2002. The site is located
in one of the best preserved wild areas in
the country and boasts the largest tropical rainforest in Mexico and the second
largest in America after the Amazons. It is
also the first site in Mexico to be granted
mixed heritage status by UNESCO. This

more from a private fund for the education


of small local communities.
This is the first fully sustainable
center of its kind in the country and,
as such, will also be the first to obtain
LEED certification for its eco-friendly
architecture. The building is oriented so
as to maximize the collection, storage
and distribution of solar energy, thereby
reducing dependence on heating and air
conditioning systems; it also has rainwater collection and purification systems.

photos

photo archive

The magical town of Tepoztln in the


central state of Morelos has a new asset
to boast: the recently inaugurated Pedro
Lpez Elas Cultural Center.
In addition to promoting education,
culture and arts in Tepoztln, the center
will be used to host cultural activities like
film festivals.
Its library the first privately owned
library in the country to be incorporated
into the National Council for Culture and
Arts (CONACULTA) Public Library Networkhas over 45,000 books and audiovisual titles and will shortly be receiving

archive

Mexicos Gift to the World:


Calakmul, Natural and Cultural Heritage

Sustainable
Culture

www.mna.inah.gob.mx

65

Negocios ProMxico | The Lifestyle

photos

Diego Gmez Pickering,


The Ambassador
Who Loves Words
Internationalist, journalist and writer, Diego Gmez Pickering has been
heading the Mexican Embassy in the United Kingdom since January 2014.
by karla bauelos

A full-time diplomat and an occasional


writer, as he defines himself on his Twitter
profile, words and language are the tools
of Diego Gmez Pickerings (Mexico City,
1977) trades tools that have served him
well as Mexican Ambassador to the United Kingdom, one of the most prestigious
posts in the Mexican Foreign Service.

66

A complex man in terms of both education and passions, he has proven himself
capable of defending Mexico on diverse
fronts, whether its organizing cultural
activities or business meetings to promote
the countrys fledgling aerospace industry.
Gmez Pickering graduated from the
Jawaharlal Nehru University in New Delhi

courtesy of ministry of foreign affairs

with a Masters in Development Journalism and from the University of Columbia


in New York with another in Cultural Development. Prior to that, he had taken a
Degree in International Relations at the
Autonomous Technological Institute of
Mexico (ITAM), which would appear to
be more related to his current calling than
his intellectual aspirations.
Around the same time, he made his
initial foray into the literary world as a
contributor to the Ciudades section of
the now discontinued cultural review Arcana and as a columnist for the Club
section of the Mexican daily Reforma.
Over the last eight years, he has regularly
contributed to a long list of publications,
including El Universal, Exclsior, Letras
Libres, Proceso, Gatopardo, Travesas, El
Huevo and Chilango. Since 2004, he has
been writing a weekly column for the US
Edition of El Diario de Mxico and acting
as an international correspondent for the
Panamanian daily La Prensa.
In 2006, he published his first novel,
La foto del recuerdo (The Photo of The
Recollection. Ediciones Hombre y Mundo), which received excellent reviews and
made it onto the bestseller list. A life
story in which the author adeptly dominates emotions in the face of vicissitudes
and the most heartfelt pain. A novel that
captivates and satisfies the reader from
its opening to its closing lines, wrote
the journalist and writer Sergio Gonzlez
Rodrguez in Escaparate, his column in
El ngel, the prestigious cultural supplement of Reforma.
That same year saw the publication of
Agua: usos, abusos, problemas, soluciones
(Water: Use, Abuse, Problems, Solutions.
Mapas) and Mxico visto por sus nios
(Mexico Through its Childrens Eyes. Concepto Grfico-DGE Equilibrista) to which the
ambassador contributed with investigative reports and poetic narrations, respectively.
His second novel, Los jueves en Nairobi
(Thursdays in Nairobi. Praxis), was published
in May 2010 and was equally well received.
A rich, intense chronicle of the Kenyan capital, wrote the critic Humberto Musacchio.
Sergio Gonzlez Rodrguez was also full of
praise. With Los jueves en Nairobi, Diego
Gmez Pickering brings us one of the most
valuable chronicles of contemporary Mexican literature [] An excellent work.

September 2014

The Lifestyle | Negocios ProMxico

In December of that same year, Gmez


Pickering won a Young Creators award
and was invited to participate in the UNESCO-Aschberg artist-in-residence program
at the Centre dArt Marnay (CAMAC) in
Marnay-sur-Seine, France, in 2011.
September 2011 saw the publication of
the tenth issue of El Puro Cuento, a review
specializing in contemporary Arab literature, compiled and edited by none other
than the Ambassador himself.
His most recent novel, La primavera
de Damasco (The Damascus Spring. Plaza
y Valds, 2013) has met with resounding
success. The title points us to the recent
social movements of the Arab world, while
the narrative introduces us to an almost
mythical city impregnated with fragrances
and colors. A multicultural, multiethnic and
multifaceted city unable to disentangle itself
from its tortuous past.
Founded 8,000 years ago, the ancient
Syrian capital is home to six million inhabitants and today finds itself at the center of
a seemingly endless armed conflict that has
claimed thousands of lives.
La primavera de Damasco is comprised of two chronicles The Moons of
Damascus and The Heart of Damasco

September 2014

in which the author weaves a tapestry of


the citys intricate identity.
The heart of Damascus is at the very
epicenter of the city, in plain sight but at
the same time concealed from prying eyes.
[] It is a young, throbbing heart, even
though it has been beating for thousands
of years and on more than one occasion,
like now, has experienced attacks and arrhythmias. [] A resistant, exemplary
heart, always ready and available to anyone who needs it whenever it is needed.
But above all, the heart of Damascus is a
living one, despite being presumed dead
by many, writes Gmez Pickering.
The author, as it turns out, is also a fulltime diplomat with ambitious goals and a
firm commitment to issues related to the
environment and human rights.
A man of many interests film, music
and gastronomy Gmez not only speaks
English, French, Italian, and Portuguese,
but is also fluent in German. These skills
no doubt came in useful when he began
his diplomatic career as Cultural and
Press Attach at the Mexican Embassy in
Kenya in 2007. After that, he went on to
become a consultant and advisor to several United Nations agencies, like the Re-

A complex man in terms


of both education and
passions, he has proven
himself capable of
defending Mexico on
diverse fronts, whether
its organizing cultural
activities or business
meetings to promote
the countrys fledgling
aerospace industry.
lief and Works Agency for Palestine Refugees in the Near East (UNRWA), where
he acted as a communications consultant
from 2008 through 2011.
He has also acted as consultant and
advisor to the United Nations PublicPrivate Alliance for Rural Development,
the International Labour Organization
(ILO), the United Nations Office for
the Coordination of Humanitarian Affairs (OCHA) and the Committee on the
Elimination of Discrimination Against
Women (CEDAW).
To that wealth of experience he can
also add a stint as International Media
Director for the Mexican Office of the
Presidency and International Press Coordinator during the presidential campaign
and transitional period of President Enrique Pea Nieto.
In December 2013, he was appointed
Extraordinary and Plenipotentiary Ambassador of Mexico to the United Kingdom of Great Britain and Northern Ireland. Mexico comes with me wherever I
go. Im a person with the capacities, the
academic and professional training, the
will, the conviction and, above all, the
commitment to work in the interests of
this countrys project.
As ambassador, one of his goals is to
ensure Mexico remains at the forefront
of the international agenda, particularly
on issues related to culture, the economy
and foreign investment. Due to its growing dynamism, competitiveness and role
as an emerging market, there couldnt be
a better time to invest in Mexico, says
Gmez Pickering. N

67

The Lifestyle | Negocios ProMxico

Negocios ProMxico | The Lifestyle

das that have featured in more than one


Golden Age film.
There are some 4,000 surviving haciendas in Mexico, a number of which have
been renovated or restored to their former
glory, reemerging as boutique hotels offering
world-class amenities. Here, guests are guaranteed an unforgettable experience, steeped
in authentic Mexican history and set against
breathtaking natural backdrops.

Luxury is waking up in the morning to


a steaming cup of freshly ground and
brewed coffee as you admire the tropical
forest and mountains that envelop Hacienda San Antonio in the municipality of
Comala, Colima.
The hacienda was built in 1890 by a
German called Arnoldo Voguel, who discovered here the perfect coffee-growing
conditions. The Fuego and Nevado de
Colima volcanoes stand guard on either
side of the estate, whose main building
is made primarily of volcanic rock and
houses 25 comfortable, well-lit guestrooms, decorated with handicrafts that
pay homage to Mexicos rich and diverse
artistic traditions.
Guests are welcomed by a beautiful,
sprawling garden that merges with the
outlying mountains and volcanoes. As far
as pastimes go, the options are endless:
enjoy a refreshing drink at the Yellow Bar
or in the garden as you watch the sun go
down, read a novel in the Mirador Lounge,
explore the foothills of the volcanos by bicycle or visit the nearby town of Comala.
Coriander soup and caramelized pears
doused in tequila are just some of the dishes on Hacienda San Antonios delectable
menu, which, like all the others, are prepared with fresh, local ingredients.

courtesy of hacienda san antonio

The cinema photographer Gabriel


Figueroa captured magnificent Mexican
skies, skies that reflect the surface of
lakes, age-old trees and active volcanoes,
the elongated shadow of archways on
the dusty ground, the faces of beautiful
women framed by shawls, horsemen galloping across the fields. Through his lens
we get a sense of a bygone Mexico lingering on in the sturdy walls of hacien-

courtesy of hacienda san andrs

A great way to relax and soak


up some history is to stay at one
of Mexicos stately old haciendas
turned luxury hotels.

Hacienda San Antonio


Comala, Colima

by pola senz

photos

Mexican
Refuges
of Yesteryear

www.haciendadesanantonio.com

Hacienda San Andrs commands impressive views of the Popocatpetl volcano,


outlined by fluffy clouds and capped
with a thick layer of snow, like wax melting in the sun.
This was the image that inspired La
Era (The Threshing Floor), Diego Riveras first registered oil on canvas that
perfectly replicates the blue hues of the

68

distant sky and rolling green valleys that


enfold this 16th Century hacienda.
Located just forty kilometers from
Mexico City, today Hacienda San Andrs
is a luxury fifteen-suite hotel where guests
can kick back and relax at the in-house spa
with a quartz-stone massage, detox in a
herbal steam bath or soak in a tub scented
with rose petals and essential oils.
After treating your body, treat your palate to a selection of traditional Mexican
dishes made with fresh, organic ingredients.

The invigorating mountain air is best


enjoyed astride a horse or a bicycle as
you explore the labyrinth of cedar trees
in the environs and the hotels pristine
gardens. Other activities include hot air
balloon trips and excursions to the IztaPopo Zoquiapan National Park, Tlamanalcos open chapel and the Paso de
Corts mountain pass between the Popocatpetl and Ixtacchuatl volcanoes.
www.haciendasanandres.com

September 2014

courtesy of hacienda santa cruz

Hacienda San Andrs


Ayapango, Estado de Mxico

photo

photo

Hacienda Santa Cruz


Mrida, Yucatn

September 2014

Under a serene sky, concealed by the long


branches of leafy peacock flower shrubs,
sits a fiery red estate surrounded by exotic
gardens. Located in the very heart of Mrida, Hacienda Santa Cruz began life in the
17th Century as a Franciscan monastery
and in the late 19th century produced henequen, a type of fiber made from the maguey plant, often referred to as the green
gold of the Yucatn.
In 2007, this southern belle metamorphosed once again, this time into a
luxury, colonial-style hotel with every
conceivable modern-day convenience.
Past and present brought together under

a cloak of palm, orange, flamboyant and


other ancient trees.
Take a dip in one of the hotels two
pools, enjoy a revitalizing or therapeutic
massage or maybe a facial or honey and
chocolate exfoliating treatment at the spa
or in the privacy of your own room. If you
want to get out and about, visit one of the
nearby cenotes or Santa Cruz, where we
recommend you visit the Cuxtal nature
reserve, a refuge for migratory birds and
native plants.
And if you fancy sampling the local
cuisine, the hotel restaurant, Crele, serves
up dishes like lime gazpacho and tuna panuchos marinated in annatto.
www.haciendasantacruz.com

69

The Lifestyle | Negocios ProMxico

Negocios ProMxico | The Lifestyle

www.haciendaxalostoc.com

thomassin mickal

soul with a relaxing hot stone massage,


wine therapy and holistic treatments or
a Reiki session. Horse riding, barbecues
in the garden and bonfires by the light of
the moon are some of the other activities
guests at Hacienda Seplveda can enjoy.

photo

and a giant ash tree. The hotel has eight


spacious suites and ten elegantly appointed guestrooms that immediately
put you at ease and invite you to relax.
A novel way to take in the scenery is on
horseback or, if youre feeling more adventurous, in a hot air balloon.

luciy nieto

courtesy of hacienda santa mara xalostoc

Hacienda Seplveda stands on the old silver route to Zacatecas in northeast Jalisco.
It was built in the late 17th Century and
is named after its original owner, Juan de
Seplveda of Spain, who was given the
land as a gift. Today it is a fabulous boutique hotel with 23 guestrooms.
Historic figures like Miguel Hidalgo
y Costilla and Pancho Villa have seen the
inside of this hacienda, whose decoration
remits us to the past with hand carved
wooden and tin sculptures, candelabras,
antique stoves and radios.
Fresh air and clear skies made this the
perfect place to sit back and take in the
view or relax with a good book. The hotel
spa is housed in El Aventadero, originally an old winnowing barn dating from
1890. Here, guests can pamper body and

photos

Hacienda Santa Mara Xalostocs story


goes right back to the mid-16th Century,
when its 3,500 hectares were dedicated to
agriculture, maguey plantations and cattle
farming. If you listen carefully, you can
still hear the echo of revolutionary cavalcades, the whistling of a passing train and
the tolling of church bells.
After years of neglect, the estate was
purchased and lovingly restored by the
Baer family with the help of acclaimed
architect Luis Ortiz Macedo, recipient of
the National Restoration Prize in 2000
and an expert in the conservation of colonial buildings.
A pretty fountain greets you as you
cross a heavy wooden door, which opens
up onto a courtyard of maguey plants

Hacienda Seplveda
Lagos de Moreno, Jalisco

photo

Hacienda Santa Mara


Xalostoc
Tlaxco, Tlaxcala

www.haciendasepulveda.com.mx

www.haciendasantarosa.com

70

September 2014

luciy nieto

A path lined with palm trees leads to a


blue faade with elegant archways illuminated by candles. In the distance, the last
rays of sun disappear behind violet tinged
clouds. This 19th Century hacienda was
meticulously restored using Maya construction techniques for the floors and
walls. High ceilings and wooden beams
add character to spacious guestrooms
bathed in warm light, while elegant pools
that reflect the sky and fairytale gardens
are just some of the amenities guests at
this luxury hotel can expect.
What better way to start the day than
to wake to the sound of birdsong and
enjoy breakfast in the botanical garden?
Come afternoon, how about a leisurely
stroll through the courtyards and gardens
or a trip to the community workshops
that produce arts and crafts made of silver,
henequen fiber and other materials found
locally? Bring the day to a close with an
intimate dinner at the foot of an ancient
tree as you commune with the sounds and
smells of the night. And if you have some
time to spare, we suggest you join an excursion by bicycle or on horseback to other haciendas in the region, like Granada,
Santo Domingo and Chunchucmil.

photo

photos

courtesy of hacienda santa rosa

Hacienda Santa Rosa


Santa Rosa, Yucatn

September 2014

71

Negocios ProMxico | The Lifestyle

photo

courtesy of carla fernndez

The Lifestyle | Negocios ProMxico

Carla Fernndez:
Mexicos future is handmade
One of Mexicos most interesting designers, Carla Fernndez has garnered a reputation
on international runways with experimental, vanguard collections that pay tribute to the
traditional textiles of the countrys indigenous communities.
by karla bauelos

A samurai warrior la Kurosawa, but not


so far removed. A cascade of multicolored
threads. Confetti falling slowly on a body.
A two-tone poncho that invites you to
lose yourself in Eschers labyrinths. A deconstructed rebozo, home to a watchful
gecko. Tradition and vanguard synthesized in a unique personality.
According to Carla Fernndez (Saltillo,
Coahuila, 1973) fashion is the first language
we use to communicate with others. Creator of the brand that bears her name and
founder of Taller Flora a demi-couture textile initiative in which Fernndez works with
indigenous women and artisans, this Mexican designer has garnered recognition both
at home and abroad, and her creations are
sold in Great Britain, Spain, and the US. All
as a result of her interest in the textile traditions of Mexicos indigenous peoples and her
efforts to document and preserve them.
Amongst other accolades, these efforts won her the Prince Claus Award in
2013 for adapting traditional techniques
and styles to create surprising contemporary fashion; for empowering communities, especially women, channeling their
knowledge and skills into modern design;
for reviving Mexicos native textile traditions and creating a detailed record as a
lasting legacy for generations to come and
for coming up with an ethical production
model that fully respects the intellectual
property rights of indigenous peoples.

72

September 2014

September 2014

Other Mexicans who have received


this Dutch award for outstanding
achievements in the field of culture and
development include writer Carlos Monsivis, artist Francisco Toledo, architect
and designer scar Hagerman, photographer Maya Goded, and contemporary
artist Teresa Margolles.
In 2008 the British Council presented
Fernndez with the IYCE Fashion Award
for her exceptional work as a businesswoman. She has published a book, The
Barefoot Designer: A Handbook, and her
work has been displayed at the Isabella
Stewart Gardner Museum in Boston.
At Taller Flora, Fernndez works with
communities from Chenalh, San Juan
Chamula, Aldama, San Juan Cancuc and
Santa Martha in the state of Chiapas; artisans from Xochistlahuaca in the state
of Guerrero; H h (Otom) women in
Nante, Hidalgo; rebozo weavers in Estado
de Mxico; tailors who make charro suits
in Mexico City, and leather bag manufacturers in Len, Guanajuato.
Her vision transforms textiles and
traditional patterns into sophisticated,
geometrical garments that borrow from
architects like Luis Barragn and Juan
OGorman, photographer Graciela Iturbide, with whom she has collaborated
on several publications, and the work
of other fashion designers like Rick Owens, Dries van Noten, Raf Simons, Limi

Feu (Yohi Yamamotos daughter), the


legacy of Cristbal Balenciaga (whom
she considers the great designer) and
Rei Kawakubo of Japan, whom she has
worked with for Comme des Garons.
Holder of a degree in art history and
haute couture, Fernndez also has a quality Mexican-inspired prt--porter line.
But the seed of her passion for the textile traditions of Mexico was sown long
before she saw the inside of a university
lecture room. The daughter of a historian
and museographer, as a child her fathers
job as director of the museums of the National Institute of Anthropology and History took them all over the country.
Where there are archaeological sites,
there are indigenous communities that create some of the best textiles in the world.
Mexico has fabulous textiles. Id spend
hours studying the clothes worn by indigenous people in each zone. Then Id try and
buy the items of traditional dress Id seen
at the little markets in and around the archaeological sites and combine them with
my everyday clothes, she says.
Experimentation has been another of
her life-long obsessions, one that is reflected in her creations. As a university student,
she did her community service at the now
nonexistent Serfn Museum of Indigenous
Dress. That gave her access to the museums collections and the chance to study
how the garments were put together.

73

Negocios ProMxico | The Lifestyle

I approach the construction of my garments much


as an architect would approach the construction of a
building. For instance, one of my star pieces is called
Barragn because it imitates the play of light and
shadow created by opening and closing the windows
of one of his houses. I love architecture and modern
and contemporary art and they are a constant source
of inspiration for me.

photos

courtesy of carla fernndez

That exercise in deconstruction


helped me gain an in-depth understanding
of the clothes. To my surprise, nearly all
of them were based exclusively on squares
and rectangles. Each and every piece of
cloth was a parallelepiped. My interest in
the geometrical origin of clothing tied in
with the fashion studies Id taken as part
of my Art History degree. I was especially
interested in the first avant gardes, specifically those that had made an incursion
into the apparel area. It was from that perspective that I began to view indigenous
pattern design not as something primitive
but as a creative art form, she recalls.
How did you come to choose fashion
design as a profession and what does it
mean to you?
From a young age I realized that clothes
were important in all cultures, in the
sense that theyre the first language we
use to communicate with others. Before
you even speak to someone, you notice
how they choose to dress. Clothes are one
of the ways in which we decide how others perceive us and beautifying ourselves
is how we express our creative side.
Fashion is a highly complex system.
Creating a brand requires a lot of geniuses
working toward the same goal: it has to be
a good idea, a good business, have good
advertising, and good managers. One of
the catalysts of the Industrial Revolution
was the need to manufacture textiles and
many of the milestones in world history
are related to the apparel industry.
How did Taller Flora come about and
what was your vision when you started it?
Taller Flora are workshops we run in various municipalities and regions of Mexico,
like Oaxaca, Guerrero, Chiapas, Estado
de Mxico, and Guanajuato, among others, in collaboration with their indigenous
communities and artisans or sometimes
even individuals.
I know Mexico like the back of my
hand. I was born in the north, have traveled extensively in the south, and live in
Central Mexico. Mexicos cultural wealth
is an asset very few other countries can lay
claim to. Im interested in carrying the cultural diversity expressed in the traditional
dress of our indigenous peoples into the
future. Mexico needs to turn its past into a
business of the future. Thats why I always
say Mexicos future is handmade.

74

The Lifestyle | Negocios ProMxico

September 2014

How does your work with indigenous


communities foster social and economic
integration?
Convinced as we are that Mexicos future
is handmade, we believe the most skilled
hands and the most creative minds are to be
found in indigenous communities and that
is what we need to cultivate. Its what the
world wants from Mexico. In countries like
ours, design and the creative industries can
account for as much as 15% of GDP.
The cut of your garments has an oriental aesthetic. How would you sum up
your influences?
A major source of inspiration for me is the
Mexican huipil, while the Japanese take
their inspiration from the kimono. Their
origin is similar. If you do your research,
the huipil has cuts that resemble those of
the kimono, except its very Mexican.
I approach the construction of my
garments much as an architect would approach the construction of a building. For
instance, one of my star pieces is called Barragn because it imitates the play of light
and shadow created by opening and closing the windows of one of his houses. I love

September 2014

architecture and modern and contemporary


art and they are a constant source of inspiration for me. I particularly like OGorman.
Im very linear. My creative process is inspired by geometry, by the square and the
rectangle, by traditional Mexican shapes
and from there, I move on to the body.
Do your clothes contain references to modern and contemporary art?
I live with an artist and am always visiting
museums, so my references are more related
to art than to fashion. Im always going to be
obsessed with Pedro, my husband, because he
has opened my eyes to the world of artists,
new and old. My 2014 Fall-Winter collection
is inspired by OGorman and Jodorowsky.
Can you describe your creative process?
Its very unpredictable. My 2015 SpringSummer collection, for example, is inspired by 16th-century mosaics from Atlixco, and were going to show it as the
grand finale to our partnership with the
Isabella Stewart Gardner Museum.
Design is thought to be the last link in
the chain of creativity and ingenuity, and I
dont see any difference between what I do

Mexicos cultural wealth


is an asset very few other
countries can lay claim to.
Im interested in carrying the
cultural diversity expressed
in the traditional dress of our
indigenous peoples into the
future. Mexico needs to turn
its past into a business of the
future. Thats why I always say
Mexicos future is handmade.

and what an architect or doctor does. The


creative industries fuel economic growth, but
people who live in rural communities dont
have many job opportunities. If we dont create jobs for them, then who will? We have to
start putting people to work at what they do
best because this is also a way of preserving
traditions that lay the foundations for a prosperous future. N

75

Negocios ProMxico | The Lifestyle

Sun, Sea,
and Surgery
These days, tourists are visiting
Mexico not only for its pyramids
and white-sand beaches. Many are
including a visit to the countrys
world-class plastic surgeons and
consultations with expert health
professionals in their vacation plans.

photos

archive

The Lifestyle | Negocios ProMxico

by patricia pea

Many people return from their vacations


to Mexico rested and looking better than
ever after having paid a visit to one of
the countrys expert cosmetic surgeons and
been pampered post-op in paradisiacal surroundings. The scalpel can do miracles for
the physique, but listening to the lapping of
the waves as you rock in a hammock, sunbathing on the beach, or taking in the local
culture in one of the countrys cosmopolitan
cities sure does wonders for the spirits.
The number of tourists who come to
Mexico for plastic surgery or some other
type of cosmetic procedure is on the rise.
In fact, according to the 2012-2013 World
Travel Trends Report compiled by Internationale Tourismus-Brse, Mexico is among

the top five medical tourism travel destinations in the cosmetic surgery category.
Advanced technology, quality services, accessible prices, and special postop facilities in unrivaled locations may
be the reason 1.1 million people visited
Mexico in 2013 for some form of medical treatment, according to Patients Beyond Borders, an international organization specializing in health tourism. And
demand for these services is growing to
the tune of seven percent a year.
ALL-INCLUSIVE
Several hospitals in Mexico City, Guadalajara, Monterrey, and Tijuana offer package
deals that include round-trip plane tickets,
surgery, and a nurse to oversee post-op care
in a hospital or hotel room for three days.
Discounts of between 10 and 40% on
prices that are already low compared to
other countries account for the appeal of
these packages, but its the care provided
during recovery that has made them a hit
among overseas patients.
And by care were not talking your
run-of-the-mill nursing home, but full service villas fitted out with kitchen, dining
room, bedrooms, Jacuzzi, and swimming
pool, where patients are looked after by a
trained nurse and can hire a chauffeur for
transfers. Some packages even provide for
a travel companion.
Another point in favor of Mexicos
burgeoning medical tourism industry is
that cosmetic procedures are generally
more affordable than in other countries.
Not only do you get to spend your convalescence in surroundings on a par with
some of the best spas in the world, but also
most clinics offer financing plans.
Tummy tucks, breast augmentations,
eyelid lifts, wrinkle reductions, hair implants,
and tooth whitenings are among the cosmetic services in highest demand in Mexico.
So whether you choose to heal on a
white-sand beach splashed by a turquoise
blue ocean, in a cosmopolitan city with
beautiful colonial architecture, or breathing in the fresh air of the mountains, youre
guaranteed a pleasant and speedy recovery.

76

September 2014

September 2014

BOARD-CERTIFIED MEDICAL CARE


Mexico has 470 private hospitals that are
Master of Public Health (MPH) certified
and is rated second in the world in the
practice of cosmetic surgery of a high standard, according to data furnished by the
Mexican Association of Plastic, Cosmetic,
and Reconstructive Surgery (AMCPER).
Based on the findings of the 2013 Biannual Global Survey conducted by the
International Society of Aesthetic Plastic
Surgery (ISAPS), the most popular procedure worldwide is liposuction (18.8%),
followed by breast implants (17%), eye
lifts (13.5%), rhinoplasty (9.4%), and
the removal of excess skin from the abdominal area (7.3%).
Travel agencies have been quick to respond to demand, offering special package deals that include accommodation,
meals, transfers, and medical care provided by board-certified surgeons.
The reason Mexico enjoys such international prestige in this market niche is
because its plastic surgeons are well prepared and the profession is strictly regulated, says the American Society for Aesthetic Plastic Surgery (ASAPS), whose list
of the top surgeons in the world features
no less than ten Mexicans.
Aside from its experienced surgeons,
Mexico is ranked third worldwide in
terms of non-surgical treatments like
Botox and autologous fat injections,

the application of hyaluronic acid, laser


waxing, and tooth whitening, which are
available at practically every specialized
clinic in the country.
Treatments like tooth whitening, facials, lymph drainage, and other minor
procedures are extremely popular in
Mexicos border cities, where high standards of care, easy access, and affordable
prices have turned the international surgical spotlight on the countrys specialized
physicians and certified clinics.

Technology & Experience


What will I look like afterwards? is the
question most frequently asked by people
considering cosmetic surgery. To dissipate their doubts, one of Mexicos most
reputable physicians, Fernando Molina
Montalva, uses an innovative computer
system that generates before and after
images in 3D.
Designed by the hospital where Molina works, the system is called Crisalix
and is intended to reassure patients they
will emerge from the operating theater
satisfied with the outcome. Crisalix can
simulate nose jobs, and Botox and fat injections. Needless to say, all patient information remains strictly confidential.

77

Negocios ProMxico | The Lifestyle

photo

archive

Negocios ProMxico

Para Exportadores

The financial factor is another reason more and more foreigners are visiting Mexico for liposuction, tummy tucks,
and breast and gluteus implants. According to AMCPER, breast implants cost
5,350 USD on average in other countries,
but only 1,900 USD in Mexico. And if you
want bigger booty, youll pay 6,100 USD
elsewhere, compared to only 2,680 USD
in Mexico. An abdominoplasty, or tummy
tuck as it is more commonly known, will
set you back as much as 7,650 USD in
other countries, but you can have one in
Mexico for around 2,300 usd.
And with all the money saved, you
can afford to relax and enjoy some postop pampering before returning home to
awe friends and family with your rejuvenated image. Only Mexico offers the
whole package! N

Top Surgeries
According to AMCPER, the most
popular surgeries are:
1. Liposuction
2. Breast implants
3. Gluteus implants
4. Rhinoplasty
5. Facelifts
Close runners-up are MACS
facelifts, tummy tucks, eye lifts, postbariatric surgery, and hair implants.
www.cirugiaplastica.org.mx

foto

archivo

HI-TECH, LOW-COST
Cosmetic procedures are a lot less risky
today than a few years back, due to the
introduction of less invasive techniques. A
decade ago, it took surgeons about seven
hours to do a facelift; today, most operations of that type take only a couple of
hours, including the first phase of recovery.
Some European procedures are performed in Mexico under local anesthetic,
which implies fewer complications and renders better results. Botox injections, laser
surgery, endoscopic surgery that requires
only small incisions, and more specialized
operations like post-bariatric surgery (to remove excess skin after dramatic weight loss)
are just a few of the many treatment choices
available, all of which comply with the highest operating and recovery standards and
employ state of the art technology.

Las reformas

y su incidencia para un Mxico


ms competitivo
Durante las ltimas dcadas diversos pases han impulsado la modernizacin de sus
gobiernos para agilizar la apertura y el funcionamiento de las empresas. Mxico no se
ha quedado al margen y en paralelo a las recientes reformas estructurales ha sentado
las bases para mejorar la apertura y administracin de empresas.
94

Mezcal:

Servicios mdicos

86

90

Una bebida que ha


trascendido fronteras

Logstica y transporte:

78

September 2014

de Mxico
para el mundo

Mxico:

hacia una Amrica del Norte


ms competitiva

promesa mundial
para el turismo mdico

88

92

Negocios ProMxico | Para Exportadores

de
promxico.
Las bebidas nacidas en Mxico son cada vez ms demandadas en el mercado internacional. La cerveza y el tequila
no son los nicos productos
reconocidos en el exterior. El mezcal se ha
posicionado como una bebida mexicana
que ha trascendido fronteras y forma parte
significativa del mercado internacional de
bebidas espirituosas.
Durante varias dcadas el mezcal fue
considerado como un producto regional,
apreciado solo por las comunidades productoras y cuya expectativa de negocio era
muy baja. Sin embargo esta perspectiva ha
cambiado drsticamente; como se analiza
en una breve nota sobre el tema, en la actualidad esta bebida se exporta a ms de
30 pases. Durante 2013 los principales
destinos de exportacin fueron Estados
Unidos, Australia, Chile y Reino Unido.
Actualmente se busca posicionar esta bebida insignia en otros mercados.
Asimismo, se publica en esta edicin una
nota sobre la competitividad en el escenario
global, basada en conceptos como innovacin y logstica, y en la productividad de
las diversas regiones que conforman el pas.
En este sentido se publica una nota sobre la
importancia de fortalecer polticas pblicas
que impulsen el intercambio comercial en
Amrica del Norte mediante iniciativas que
incidan en el desarrollo y la especializacin

del capital humano, as como con medidas


que incentiven la interconexin, la logstica y
el transporte, en aras de concretar un mayor
dinamismo regional.
El turismo mdico es un sector sumamente representativo para Mxico. El pas se ha
consolidado como un destino competitivo
para atraer pacientes extranjeros principalmente de Canad y Estados Unidos debido a
su posicin geogrfica, bajos costos, alto nivel
de instalaciones mdicas la certificacin de
clnicas y hospitales ha sido un componente
representativo y disponibilidad sustantiva de
capital humano especializado, entre otros factores. En este sentido se incluyen dos colaboraciones que abundan sobre este tema, en las
que se resaltan las ventajas y oportunidades
de esta industria tanto para la exportacin de
servicios de salud como para canalizar ms
inversin productiva en el pas.
Por ltimo se publica una reflexin sobre
la relevancia de las reformas en el entorno
empresarial, haciendo nfasis en las recientes
modificaciones a la Ley General de Sociedades Mercantiles (LGSM) en Mxico, con el
propsito central de facilitar la creacin de
empresas y promover la atraccin de inversin extranjera. Estas adecuaciones a la norma impactarn sin duda alguna en el posicionamiento y participacin de las empresas
mexicanas en el mercado internacional.
Esperamos que los contenidos incluidos
en esta edicin sean de su inters.

Bienvenidos a Negocios ProMxico!

80

Septiembre 2014

BREVES
COMERCIO ELECTRNICO
de hacerlo, con los principales proveedores de servicios en el pas. Adems,
se mostrarn aspectos relevantes sobre
infraestructura, estrategias de mercadotecnia y financiamiento.
3. E-Commerce Day (9 de octubre). Es
la conferencia con mayor trayectoria
en Mxico, organizada por la AMIPCI
desde hace casi una dcada con la
participacin de los expositores ms
reconocidos en la materia.
4. Seminario (10 de octubre). Consiste
en un seminario en el que participan
ponentes nacionales e internacionales
para intercambiar ideas y puntos de
vista sobre mercadotecnia digital.
www.ebusinessweek.mx

archivo

La Asociacin Mexicana de Internet


(AMIPCI) realizar la Expo Comercio
Electrnico AMIPCI, del 7 al 10 de octubre
de 2014, en las instalaciones del World
Trade Center en la Ciudad de Mxico. Se
trata de la primera exposicin dirigida a
empresas que desean incursionar en el
comercio electrnico, y su propsito es
vincular a especialistas en negocios online
con quienes han decidido iniciar o mejorar
sus negocios a travs de Internet. Este
evento se organiza con apoyo del Programa
de Desarrollo del Sector de Servicios de
Tecnologas de Informacin (PROSOFT 3.0)
impulsado por la Secretara de Economa.

El programa de Expo Comercio Electrnico AMIPCI est compuesto por cuatro grandes actividades:
1. Dominios en Amrica Latina (7y 8 de
octubre). Se analizar el futuro y los
efectos de las transformaciones que se
han registrado en la mecnica de los
dominios en los ltimos aos. Tambin se analizar el impacto comercial
y social de la creacin de nuevos dominios en Amrica Latina.
2. Exposicin de comercio electrnico
(8, 9 y 10 de octubre). Se trata de la
primera exposicin en Mxico enfocada de manera exclusiva al comercio
electrnico. Su objetivo es reunir a las
empresas que acaban de incursionar en
el comercio electrnico o tienen planes

foto

Una semana dedicada


al comercio electrnico

83

BREVES

BREVES
AUTOMOTRIZ

Impersealco: en expansin

En remodelacin
El Grupo Aeroportuario Centro Norte
(OMA), realizar una inversin de 350
millones de pesos para remodelar el aeropuerto internacional de Acapulco Guerrero, como parte de su programa de modernizacin aeroportuaria para 2014.
El proyecto contempla dos etapas; la
primera comenzar en octubre de 2014 y
consistir en la demolicin de un edificio
y la construccin de uno ms moderno
que se adecue a las necesidades de los miles de viajeros que transitan por ese aeropuerto cada ao.

Modernizacin aduanal

archivo

archivo
foto

AHMSA y Siemens FIRMAN CONTRATO


millones de dlares y tendr capacidad
para procesar dos millones de toneladas
mtricas de acero lquido al ao.

www.sat.gob.mx

INDUSTRIAS CREATIVAS

www.cementosfortaleza.com

cinemex.com

foto

Cementos Fortaleza inici operaciones


en su nueva planta El Palmar, en el estado
Hidalgo, para la que requiri una inversin
de ms de 300 millones de dlares.
La empresa, filial del consorcio mexicano Elementia especializado en el ramo de la
construccin e industrial, proyecta producir
un milln 100,000 toneladas de cemento
al ao, en la que es considerada como una
de las plantas productoras de cemento ms
modernas de Amrica Latina.

Grupo Cinemex planea abrir 11 salas de cine


en Miami, Florida, donde espera a cerca de
400,000 asistentes al ao. De este modo, la
cadena inicia su expansin internacional.
El primer complejo de la cadena fuera de
Mxico estar ubicado en Brickell City Center el complejo inmobiliario en desarrollo
ms importante de Miami, localizado en el
distrito financiero de la ciudad. El cine contar con 11 salas tipo Platino con capacidad
para 622 asientos y una asistencia estimada
de 400 mil personas al ao. El nuevo complejo abrir sus puertas a principios de 2016.
Este crecimiento internacional permitir fortalecer la posicin de Cinemex como
la sexta cadena de cines a nivel mundial. En
los ltimos cinco aos la empresa ha tenido
un crecimiento de 38% anual, pasando de
44 a 271 cines y 2,360 pantallas.

CRECIENDO con la
fortaleza del cemento

archivo

Luces, cmara
internacionalizacin!

foto

archivo

www.ahmsa.com
www.industry.siemens.com

CONSTRUCCIN

cortesa de siemens vai

El Servicio de Administracin Tributaria


(SAT) invertir aproximadamente 9,300 millones de pesos en los prximos cuatro aos
para mejorar la infraestructura de aduanas en
el pas y facilitar el procesamiento aduanal.
El objetivo es fortalecer el dinamismo que
ha mostrado Mxico durante los ltimos 20
aos, en los que ha duplicado su participacin
en el comercio mundial y se ha convertido en
el principal exportador de mercancas y manufacturas en Amrica Latina.

foto

METALRGICA

foto

www.impersealco.com.mx

LOGSTCA

www.oma.aero

Altos Hornos de Mxico (AHMSA) contrat a Siemens VAI para que construya
una planta de desgasificacin de acero al
vaco dentro de la Siderrgica 2. La nueva
planta, que entrar en operacin en octubre de 2015, requerir una inversin de 83

archivo

INFRAESTRUCTURA

industria automotriz; su nueva planta se


especializar en la produccin de piezas
plsticas termoformadas que sern vendidas a clientes como Bombardier, DINA
Camiones, Volvo, y Nissan, y exportadas a
pases como Suecia, Per, Colombia, Estados Unidos y Canad.

foto

Impersealco invertir 100 millones de


pesos en la construccin de una nueva
planta la tercera de la compaa, en
Atotonilco de Tula, Hidalgo, donde producir plsticos de alta tecnologa para la
industria automotriz.
La nueva planta generar alrededor
de mil empleos en tres etapas. Impersalco
produce piezas plsticas y de acero para la

Negocios ProMxico | Para Exportadores

Mezcal:

Una bebida que


ha trascendido
fronteras
El mezcal representa la historia,
la cultura y la diversidad del pas.
La bebida que hace tres dcadas
era considerada como un producto
regional con poco valor econmico ha
cambiado de paradigma por completo.
Hoy da esta bebida representa
una fuente de ingreso para miles de
familias de distintas comunidades
rurales del pas.

86

fotos

archivo

por lizeth balderas martnez*

Mezcal es el nombre de la bebida mexicana tradicional obtenida por destilacin y


rectificacin del mosto, preparada con los
azcares extrados de las cabezas de agave,
previamente cocidas, molidas y sometidas
a fermentacin.
Dado que el maguey es endmico de
Amrica, se ha demostrado que desde hace
ms de 9,000 aos nuestros antepasados
utilizaban el maguey como alimento. Existen ms de trescientas especies de maguey
y Mxico concentra ms de 75% 35% de
dichas especies son endmicas del pas.
El agave tambin es llamado maguey.
Nuestros ancestros lo utilizaban para mltiples propsitos. Era utilizado como alimento y bebida, tambin para fabricar calzado, utensilios e inclusive para construir
techos y paredes. Ha estado presente en la
vida religiosa, social y cultural de todo el
pas. Tan importante era, que algunas culturas tenan deidades que representaban al
maguey, como Mayahuel, la diosa mexica
del maguey. Desde hace varios siglos, el
mezcal fue incorporado en los rituales de

diversas comunidades; en algunas zonas,


por ejemplo, se bebe mezcal para celebrar
el nacimiento o para despedir a los seres
queridos que fallecen.
El mezcal y su diversidad
El mezcal es una bebida emblemtica de
Mxico. Durante mucho tiempo se le consider como bebida sagrada. Es una bebida con una vasta tradicin nacional. Cada
pueblo desarroll capacidades tcnicas
especficas para su produccin a partir de
ciertos utensilios y materiales disponibles
en cada regin y tomando en cuenta las
distintas especies de agave. Por ello, hablar
de mezcales de Mxico implica un universo de sabores y sensaciones. Las variedades
de mezcal se distinguen por:
Las especies de maguey utilizadas en su
elaboracin.
Los grados alcohlicos que contienen.
La maduracin de los magueyes.
Las condiciones ambientales en los cultivos de maguey y el aprovechamiento
de especies silvestres.

Septiembre 2014

Para Exportadores | Negocios ProMxico

Las formas de produccin artesanales


y tradicionales, as como la tecnologa utilizada desde hornos de piedra,
tierra, mampostera y autoclaves,
hasta fermentaciones en las que se
emplean microorganismos disponibles en la regin, o bien procesos de
destilacin para definir las caractersticas organolpticas del mezcal.
La tendencia por establecer mezclas o
ensambles de diferentes tipos de maguey para producir mezcales con caractersticas peculiares.
El empleo del gusano de maguey, chile, frutas secas y maduras, hierbas,
carnes, colorantes naturales y animales; los procesos de maduracin, reposo y aejamiento en vidrio, maderas
locales e incluso en roble blanco americano o francs, adems la preservacin de algunas tradiciones en la elaboracin de la bebida como enterrar
el mezcal por un tiempo determinado
en diferentes tierras y climas.
Certificacin y exportacin
En 1995 el mezcal obtuvo su denominacin
de origen (DO) al quedar registrado ante la
Organizacin Mundial de la Propiedad Intelectual (OMPI), con sede en Ginebra, Suiza.
Actualmente, bajo el estricto cumplimiento de la Norma Oficial Mexicana NOM070-SCFI-1994, los territorios y productores
exclusivos de mezcal corresponden a ocho
estados del pas: Durango, Guanajuato,
Guerrero, Michoacn, Oaxaca, San Luis Potos, Tamaulipas y Zacatecas, que engloban
ms de mil municipios.
Esta norma oficial establece la reglamentacin de los procesos para producir,
envasar y comercializar el mezcal. Asimismo rene los criterios de calidad adecuados para su exportacin. La DO y la aprobacin de la (NOM) fueron fundamentales para el desarrollo de la industria del
mezcal, sin restar importancia a la constitucin del Consejo Mexicano Regulador
de la Calidad del Mezcal (COMERCAM),
organismo encargado de evaluar el cumplimiento de la NOM, as como promover,
organizar y proteger la DO de la bebida.
Segn datos del COMERCAM, en
2013, la produccin total de mezcal ascendi a 2.5 millones de litros, lo que represent un incremento de 140% respecto a
2012; en tanto, la comercializacin en el
mercado domstico ascendi a 814,000
litros, lo que represent un incremento de
150% respecto a 2012.

Septiembre 2014

Los atributos que hacen del mezcal un producto exportable


son su carcter artesanal, ser una bebida 100% natural y las
concentraciones altas de alcohol que refuerzan su sabor y lo
distinguen de otras bebidas espirituosas.
Se estima que alrededor de 65% de la
produccin de mezcal se destina a la exportacin. En los ltimos cinco aos la exportacin de la bebida ha registrado una
tasa de crecimiento promedio anual mayor
a 18%. El crecimiento en la demanda y los
cambios en los hbitos de consumo en los
mercados nacional e internacional, harn
que este incremento sea an ms significativo durante los prximos aos.
Los atributos que hacen del mezcal un
producto exportable son su carcter artesanal, ser una bebida 100% natural y las
concentraciones altas de alcohol que refuerzan su sabor y lo distinguen de otras
bebidas espirituosas.
Durante 2013 Mxico export 740,000
litros de mezcal 3.2% ms que en 2012,
con un valor total de 7.5 millones de dlares segn cifras del Global Trade Atlas,
2.7% ms que en 2012 (considerando la
fraccin arancelaria 22089005).

El mezcal se exporta a ms de 30 pases. Actualmente hay ms de 280 marcas


registradas en operacin. En 2013, 142
empresas exportaron mezcal; Baja California, Oaxaca y el Distrito Federal concentraron, en conjunto, 49% del valor total
del mezcal exportado. Al menos 33 empresas mezcaleras estn exportando a Europa,
30 de ellas son de Oaxaca.
Durante 2013 los principales destinos de exportacin de mezcal fueron
Estados Unidos (con una participacin
de 55%), Australia (9%), Chile (4%) y
Reino Unido (3%).
Las categoras ms demandadas por
el consumidor extranjero son el mezcal
joven, joven con gusano, reposado y reposado con gusano en conjunto representan
93.3% del mezcal exportado. N
*Analista del sector agroalimentario, Unidad
de Inteligencia de Negocios (UIN), ProMxico.

87

Negocios ProMxico | Para Exportadores

fotos

archivo

Para Exportadores | Negocios ProMxico

empleos, as como la especializacin de


los trabajadores mexicanos. Esta dinmica entre inversin y productividad ha sido
sumamente significativa. Al principio la
industria mexicana tuvo que sortear distintas dificultades con su contraparte en el
norte, por ejemplo. Sin embargo, la apertura comercial ha sido un elemento fundamental para su apuntalamiento.
Amrica del Norte es uno de los bloques
econmicos ms competitivos a nivel mundial. La regin del TLCAN representa un
producto interno bruto (PIB) de 19.2 billones de dlares, que constituyen ms de 25%
del PIB mundial. Su intercambio comercial
se estima en ms de 100 millones de dlares
por hora. A 20 aos de la entrada en vigor
del TLCAN, el comercio de los tres socios se
ha triplicado. Esto se ha logrado gracias al
compromiso poltico y econmico de los pases que conforman la regin especialmente

Mxico, donde el fortalecimiento de la industria nacional se logr pese a que el pas


estaba en condiciones de desventaja competitiva frente a sus socios al momento en que
entr en vigor el acuerdo.
Con el objetivo de promover polticas
pblicas que impulsen el intercambio comercial en la regin, se cre la North American
Strategy for Competitiveness (NASCO), una
coalicin y plataforma que tiene como objetivo promover la competitividad de Amrica
del Norte a travs de iniciativas relacionadas
con el desarrollo y especializacin de capital humano, as como con otros temas como
suficiencia energtica, logstica y transporte.
NASCO tiene como socios a diversas
instancias gubernamentales, privadas y
acadmicas de Canad, Estados Unidos y
Mxico, as como a representantes de los
tres rdenes de gobierno federal, estatal y
municipal que trabajan en la generacin

El Sistema Logstico Nacional permitir la deteccin de zonas


prioritarias en el pas, con el objetivo de impulsar el desarrollo
de corredores logsticos que incentiven la interconexin con
otros corredores existentes en Canad y Estados Unidos.

Logstica y transporte:

hacia una Amrica del Norte ms competitiva


La competitividad en el escenario global se basa en la conjuncin de tres elementos clave: innovacin, logstica
y productividad. Estos conceptos han sido piedra angular para el desarrollo regional, as como para impulsar
la integracin econmica mundial.
por jos pablo maauad pontn*

En las ltimas dcadas el papel de Mxico en el escenario global ha tenido una


gran transformacin, resultado de un crecimiento en las actividades industriales,
logsticas y de exportacin del pas. En algunos casos el desarrollo regional ha sido
impulsado por la apertura de la economa
nacional al mercado global. En un periodo
relativamente corto Mxico cambi de ser
una economa cerrada bajo fuertes controles gubernamentales ejercidos a travs
de empresas paraestatales, monopolios y
regulaciones aduaneras, a un verdadero
campen del libre comercio en el mundo.
La apertura econmica del pas comenz en 1986, cuando Mxico se convirti en

88

miembro del Acuerdo General de Aranceles y Comercio (GATT), y estableci el camino para incrementar la competitividad
de su sector industrial. Este incremento en
la productividad nacional vino acompaado de procesos que transformaron la vida
social, econmica y poltica del pas. Este
gran momento de cambio para Mxico se
vio reflejado en una nueva poltica econmica nacional cuya flexibilidad permiti
la llegada de nuevas inversiones de origen
extranjero, fortaleciendo la reciente capacidad productiva nacional.
Este fue el primer gran paso hacia el establecimiento de una regin econmica ms
integrada, en donde el impulso al intercam-

bio comercial entre Canad, Estados Unidos


y Mxico representaba una oportunidad
nica para los tres pases, con el propsito
de crear un bloque econmico productivo
frente a la creciente competitividad registrada en Europa y Asia. Al concretarse la firma
del Tratado de Libre Comercio de Amrica
del Norte (TLCAN), Mxico ingres a la era
del libre comercio y las economas interconectadas. Este mecanismo sirvi para detonar un intercambio de mercancas, bienes y
personas ms intenso.
El proceso de liberalizacin de la economa mexicana y la apertura a mercados
globales propici la llegada de inversiones
productivas que han generado mltiples

Septiembre 2014

de propuestas con el objetivo de incrementar la competitividad en la regin. Es un


referente obligado para la formulacin de
polticas pblicas que incrementen el desarrollo de capital humano orientado al
trabajo, la autosuficiencia energtica, logstica y eficiencia en la distribucin.
En Mxico el comit NASCO tiene la
finalidad de apoyar a los sectores pblico
y privado en un esfuerzo por coordinar y
promocionar un sistema logstico de clase
mundial en el pas, as como para consolidar su posicionamiento en la regin como
un excelente destino para hacer negocios.
Asimismo, est enfocado a difundir mejores
prcticas y uso de tecnologas de punta sobre
infraestructura de transporte y logstica para
el beneficio de sus socios.
NASCO se ha involucrado en el desarrollo de polticas pblicas a nivel nacional. Se
puede mencionar, por ejemplo, la creacin y
el desarrollo de un Sistema Logstico Nacional (SLN), el cual se ha basado en el estudio
Sistema de Plataformas Logsticas, elaborado de manera conjunta con las secretaras
de Economa (SE) y de Comunicaciones y
Transportes (SCT), con financiamiento del
Banco Interamericano de Desarrollo (BID).
El SLN permitir la deteccin de zonas prioritarias en el pas, con el objetivo de impulsar
el desarrollo de corredores logsticos que incentiven la interconexin con otros corredores existentes en Canad y Estados Unidos.
Se trata de una poltica pblica alineada
con las directrices planteadas por el Gobierno de la Repblica que busca transformar
a Mxico en una potencia logstica y comercial de primer nivel, con fundamento en el
Programa para Democratizar la Productividad y en el Plan Nacional de Infraestructura.
En este contexto, en septiembre de 2014,
Mxico ser sede de la conferencia anual organizada por NASCO, en la que se reunirn
lderes internacionales con el propsito de
debatir sobre la cooperacin y asociacin
econmicas, as como para ofrecer perspectivas innovadoras sobre temas relacionados
con comercio y transporte, entre otros temas.
El intercambio de ideas para la generacin de polticas pblicas modernas, transversales y de alcance regional, es la clave para
detonar la competitividad en la regin, para
convertirla en un espacio que cuente con un
desarrollo logstico, comercial, energtico y
educativo mucho ms consolidado. N
*Secretario de Desarrollo Econmico del Estado
de Hidalgo y Presidente del Comit NASCO,
Mxico.

Septiembre 2014

89

Negocios ProMxico | Para Exportadores

foto

archivo

Para Exportadores | Negocios ProMxico

Servicios
mdicos

De acuerdo con algunas estimaciones, los pacientes


extranjeros que se atienden en Mxico dejan una derrama
econmica cercana a los 2,500 millones de dlares
anuales. Se estima que esta cifra podra crecer 7% al ao,
en la medida en que aumente el nmero de instituciones
mexicanas con certificacin internacional.

de Mxico para
el mundo

Mxico es un destino competitivo


para atraer pacientes extranjeros
principalmente de Canad y
Estados Unidos. Los bajos costos
comparativos, el alto nivel de las
instalaciones mdicas, una amplia base
de capital humano especializado y una
posicin geogrfica conveniente, son
elementos que han hecho que Mxico
sea un destino preferido por el turismo
mdico.
por cecilia ramos vila*

En los ltimos aos la industria del turismo de salud ha crecido rpidamente


en Mxico esta industria incluye tanto
al turismo propiamente mdico como al
denominado turismo de bienestar, que
incluye servicios de spa y casas u hogares
de retiro para personas de edad avanzada,
entre otros servicios. As, Mxico es hoy
uno de los destinos ms populares para el
turismo mdico gracias a una combinacin
muy afortunada de factores geogrficos,
econmicos, infraestructurales y de polticas pblicas de primer nivel. Los servicios
mdicos que ms demandan los pacientes
extranjeros en Mxico son cardiologa, oncologa, ortopedia, odontologa y cirugas
cardiovascular, cosmtica, gstrica, reconstructiva y oftalmolgica.
Segn un estudio de Patients Beyond
Borders, Mxico es el pas que ms turistas
extranjeros atiende en odontologa y ciruga baritrica (bypass y banda gstrica). El
estudio seala que durante 2013 Mxico
atendi a ms de un milln de pacientes
extranjeros, lo que coloca al pas como el
segundo destino de servicios mdicos en
el mundo despus de Tailandia, pas que
atendi a 1.8 millones de pacientes.
El turismo mdico es una industria
emergente que se contabiliza dentro de
las cifras del sector turstico nacional,
por lo que es difcil estimar nmeros
exactos, as como el impacto econmico
real que dejan los pacientes extranjeros

90

cuando visitan una institucin en el pas.


A la fecha no hay bases de datos confiables, ya que los proveedores de servicios
de salud no llevan estadsticas exhaustivas que distingan pacientes nacionales y
extranjeros, por lo que la derrama econmica proveniente del uso de servicios
de salud se contabiliza como ingreso por
conceptos del turismo en general.
Algunas fuentes calculan que un paciente extranjero deja una derrama econmica promedio de 17,000 dlares por
una estancia de ocho das en un hospital
o clnica mexicanos. Aunado a ello debe
considerarse que los pacientes extranjeros generalmente vienen acompaados,
por lo que no solo gastan en procedimientos mdicos, sino tambin en servicios tursticos relacionados con servicios
como transporte, hotelera, alimentos y
bebidas, entre otros.
De acuerdo con algunas estimaciones,
los pacientes extranjeros que se atienden
en Mxico dejan una derrama econmica
cercana a los 2,500 millones de dlares

anuales. Se estima que esta cifra podra


crecer 7% al ao, en la medida en que
aumente el nmero de instituciones mexicanas con certificacin internacional. Sin
duda, este crecimiento propiciar la generacin de indicadores especficos, lo que
en unos aos permitir contar con estadsticas ms confiables sobre el turismo
mdico en Mxico.
Algunas de las ventajas competitivas
que colocan a Mxico como uno de los
pases ms atractivos para el turismo
de salud son los costos de los servicios
mdicos, la proximidad geogrfica con
respecto a Canad y Estados Unidos, la
alta proporcin de mdicos especializados muchos de ellos con estudios en el
extranjero y una red de infraestructura
hospitalaria de primer nivel.
La Medical Tourism Association
(MTA) calcula que los pacientes extranjeros que se atienden en Mxico ahorran
entre 36% y 89% con respecto a lo que
costara el mismo procedimiento en Estados Unidos.

Septiembre 2014

En 1999 el Consejo de Salubridad


General (CSG) de Mxico inici un programa de certificacin de hospitales y
clnicas nacionales de salud con estndares internacionales. Actualmente casi
85% de los hospitales privados y 14% de
los hospitales pblicos en Mxico estn
acreditados por el CSG.
En 2006 ningn hospital mexicano
estaba acreditado internacionalmente,
actualmente son 10 instituciones las que
tienen certificacin internacional por parte de la Joint Commission International
(JCI), el organismo de acreditacin de hospitales ms importante en Estados Unidos.
La certificacin de la JCI permite a
los hospitales mexicanos dar servicio a
pacientes de Estados Unidos asegurados
con Medicare, as como con aseguradoras privadas, lo cual abre la puerta a un
mercado potencial de millones de pacientes estadounidenses.
Las instituciones de salud en Mxico
que reciben ms turistas con fines mdicos
se concentran en 10 entidades: Baja Califor-

Septiembre 2014

nia, Baja California Sur, Chihuahua, Distrito Federal, Jalisco, Nuevo Len, Quintana
Roo, Sonora, Tamaulipas y Yucatn. En
conjunto, estas entidades federativas cuentan con aproximadamente 60 hospitales
que prestan servicios de salud de manera
regular a pacientes extranjeros.
De acuerdo con el estudio Perfil de turismo mdico y de salud y de su impacto
en la economa de Baja California, realizado por la Secretara de Turismo de dicha entidad, entre 2010 y 2013 la derrama
econmica que gener el turismo mdico
aument 21% debido al entorno de las
ciudades bajacalifornianas, a la mayor
oferta de servicios y a sus precios competitivos. Adicionalmente, por tratarse de un
estado fronterizo, muchos pacientes estadounidenses llegan por va terrestre, lo que
facilita la proveedura de estos servicios.
De los pacientes extranjeros que reciben servicios mdicos y se atendieron en
Baja California, 83% proviene de Estados
Unidos (41% es hispano nacido en ese
pas), 9% de Canad, 7% son mexicanos
residentes en Estados Unidos y el resto
proviene de otros pases. Resulta muy interesante cmo la industria mdica y hospitalaria de Baja California han atrado
progresivamente a pacientes de otros pases; en 2010 98.1% de los pacientes extranjeros que visitaron el estado en busca
de servicios mdicos provena de Estados
Unidos. El estudio tambin revela que en
2013 la industria de turismo mdico gener 30,390 empleos en Baja California.
Segn cifras del INEGI, entidades federativas como Nuevo Len y Jalisco cuentan con una plantilla de personal mdico
muy alta; 19.5% del personal mdico de
hospitales y clnicas particulares del pas
reside en Nuevo Len, mientras que en
Jalisco se encuentra 10.3%. Quintana
Roo y Yucatn, estados que cuentan con
un sector turstico altamente desarrollado,
tambin han empezado a mejorar su oferta
e infraestructura mdica para incrementar
su participacin en el turismo mdico.

Mxico tiene una base de capital humano altamente calificada en servicios


mdicos. Segn datos de la Organizacin
para la Cooperacin y el Desarrollo Econmicos (OCDE), la proporcin de mdicos especialistas entre mdicos generales
en Mxico es de 62.3% proporcin superior al promedio de la OCDE (57.7%),
lo que nos coloca como el dcimo pas con
ms especialistas dentro del total de la comunidad mdica entre los pases miembro.
Asimismo, en Mxico se gradan 11.6 mdicos por cada 100,000 habitantes, cifra
superior al promedio de la OCDE (11.2)
y tambin superior al promedio de pases
como Estados Unidos (6.9), Canad (7.6),
Corea del Sur (8.2) y Francia (9.0).
Sin embargo, una ventana de oportunidad es la oferta de capital tecnolgico existente en el pas. Por ejemplo,
el nmero de unidades de resonancia
magntica (MRI) por cada milln de habitantes en Mxico es de 2.2 unidades,
mientras que el promedio de la OCDE es
de 13.9. En el mismo caso se encuentra
la disponibilidad de otros equipos como
escneres cerebrales. En Mxico hay 5.1
escneres por cada milln de habitantes,
mientras que el promedio de la OCDE
asciende a 23.7. Otro indicador por mejorar son las camas de hospital. En Mxico hay 1.6 camas de hospital por cada
mil habitantes, mientras que el promedio
de la OCDE es de 4.8.
Lo anterior representa una gran oportunidad de inversin para ampliar la capacidad de atencin y hacer todava ms
competitivo al sector. Si se mantienen las
inversiones necesarias para adquirir equipos especializados y contina el nmero de
instituciones de salud certificadas a nivel
internacional, Mxico ser sin duda un
destino internacional lder para el turismo
mdico, no solo en Amrica del Norte sino
en el mundo entero. N
*Consejera de ProMxico en Boston,
Massachusetts, Estados Unidos.

91

Negocios ProMxico | Para Exportadores

fotos

archivo

Mxico:

promesa mundial para el turismo mdico


La infraestructura de servicios mdicos del sector privado, la cercana con Estados Unidos y la fuerte
demanda de servicios mdicos de calidad posicionan a Mxico como potencia lder en el sector.
por guillermo wolf*

En los ltimos aos el incremento a nivel global del flujo de pacientes y profesionales de la salud, as como los avances en la ciencia mdica, las tecnologas de la informacin, el financiamiento de
capital y los regmenes regulatorios en las fronteras internacionales han dado lugar a nuevos patrones de consumo y produccin
de servicios de salud.
Cada vez ms pacientes cruzan fronteras en busca de tratamientos y atencin mdica. El fenmeno, que de acuerdo a la
Organizacin para la Cooperacin y el Desarrollo Econmicos
(OCDE) se denomina turismo mdico, abarca una amplia gama
de servicios mdicos pero se concentra principalmente en tratamientos dentales, cirugas, terapias y rehabilitacin.

a la vanguardia
Segn estadsticas publicadas en Patients Beyond Borders, Mxico ocupa el segundo lugar como destino de turismo mdico a
nivel mundial detrs de Tailandia, con ms de un milln de
pacientes extranjeros al ao, entre los cuales destacan visitantes estadounidenses, canadienses y de algunos pases europeos
y sudamericanos. Los pacientes de Estados Unidos provienen
principalmente de tres estados sureos: California, Arizona y
Texas.
De acuerdo con datos de la Secretara de Turismo, Mxico
tiene ms de una docena de destinos especializados en este tipo
de turismo, industria a la que tambin se unen otros prestado-

Para Exportadores | Negocios ProMxico

res de servicios tursticos y de atencin mdica de la ms alta


calidad para atender ciruga general y plstica, as como especialidades como oncologa, ortopedia, cardiologa y gastroenterologa, principalmente.
Son varios factores los que favorecen a la industria del turismo mdico en Mxico; entre ellos: la proximidad geogrfica
con Estados Unidos, la calidad del capital humano prestadores
de servicios de salud altamente capacitados, las certificaciones
internacionales de hospitales y clnicas de atencin mdica, adems del costo de los tratamientos en algunos casos hasta 80%
ms baratos que en Estados Unidos.
Aunado a lo anterior, el Consejo Mexicano de la Industria
del Turismo Mdico (CMITM) fue aceptado en 2013 como socio de la Organizacin Mundial del Turismo (OMT), consolidndose como el organismo representante del turismo mdico
en Mxico y como nico interlocutor autorizado para tener contacto con empresas de todo el mundo que brinden estos servicios
de salud, al mantener un acercamiento con expertos en el tema
y aliados de los sectores pblico y privado a niveles nacional e
internacional.
La acreditacin internacional es un elemento importante
para determinar la calidad y seguridad dentro las instituciones
de salud, garantizando as que los procesos y resultados del cuidado del paciente sean adecuados. Entre otros organismos, la

Son varios factores los que favorecen a la industria del turismo mdico en Mxico; entre ellos:
la proximidad geogrfica con Estados Unidos, la calidad del capital humano prestadores de
servicios de salud altamente capacitados, las certificaciones internacionales de hospitales
y clnicas de atencin mdica, adems del costo de los tratamientos en algunos casos hasta
80% ms baratos que en Estados Unidos.
Joint Commission International (JCI) se encarga de certificar a
las instituciones de salud en el mundo para que puedan considerarse como destinos de turismo mdico. La JCI identifica, mide
y comparte con el mundo las mejores prcticas relacionadas con
la calidad y la seguridad de los pacientes.
El Consejo de Salubridad General de Mxico ha certificado
(hasta julio de 2014) un total de 90 hospitales privados y 119 estn en proceso de certificacin para poder ofrecer servicios vinculados con el turismo mdico. Dentro de estos establecimientos
certificados se encuentran grupos lderes como el Centro Mdico
ABC y Mdica Sur, entre otros.
Lderes en el mercado
En su misin por contribuir al fortalecimiento de la industria
mexicana y la consolidacin y facilitacin del comercio con Estados Unidos, la American Chamber of Commerce of Mexico
(AmCham) promueve polticas pblicas que permitan impulsar
una mayor prosperidad econmica en la regin. En este sentido, se ha identificado al turismo de salud como industria con
grandes oportunidades que crece y evoluciona a un ritmo muy
rpido y que representa un segmento econmico muy prspero
que no debe pasar desapercibido.
Socios de AmCham participan activamente en la promocin
del turismo mdico. Tal es el caso de Mdica Sur, complejo hos-

92

Septiembre 2014

Septiembre 2014

pitalario que ha generado ingresos considerables en Mxico.


Se ha mencionado en los medios que Mxico tiene las condiciones idneas para rebasar a Tailandia, principalmente por la
cercana geogrfica con Estados Unidos, el mercado de turismo,
que representa 40% del total del turismo de salud en el mundo.
En su publicacin Doing Business in Mexico: Turismo, PwC
otro socio de AmCham seala que un sector importante al
que puede dirigirse el turismo mdico son los ocho millones de
adultos en proceso de retiro en Mxico, adems de los cinco
millones de ciudadanos estadounidenses que residen en estados
colindantes con la frontera de Mxico. En este estudio se sostiene que 250,000 estadounidenses salen de su pas para recibir
servicios de atencin mdica, lo que representa un gasto anual
de 5,500 millones de dlares considerando que 47 millones de
estadounidenses no tienen seguro o cobertura mdica.
Finalmente, un grupo importante que impulsa esta industria
es el de las compaas aseguradoras, las cuales buscan ofrecer
planes de cobertura que ayuden a reducir los costos de tratamiento y tener una mayor cobertura de servicios a escala internacional, beneficiando a los pacientes con ahorro en los costos
de primas, copagos o deducibles. N
*Director General y Vicepresidente Ejecutivo de American Chamber of
Commerce of Mexico (AmCham).

93

Negocios ProMxico | Para Exportadores

fotos

archivo

Para Exportadores | Negocios ProMxico

Las
reformas

y su incidencia
para un Mxico ms
competitivo
Durante las ltimas dcadas
diversos pases han impulsado la
modernizacin de sus gobiernos
para agilizar la apertura y el
funcionamiento de las empresas.
Mxico no se ha quedado al margen
y en paralelo a las recientes reformas
estructurales ha sentado las bases para
mejorar la apertura y administracin
de empresas.
por moiss flores gmez*

Las recientes reformas estructurales en


Mxico tienen como uno de sus propsitos convertir al pas en un destino cada
vez ms atractivo para la inversin extranjera y para el establecimiento de inversiones productivas en distintos sectores. A la par de estas modificaciones sustantivas, Mxico siguiendo recomendaciones puntuales del Banco Mundial ha
realizado cambios y mejoras regulatorias
con el propsito de modernizar y simplificar la apertura de nuevas empresas, as
como su administracin.
El Banco Mundial seal que en los
pases donde existe un gobierno electrnico eficiente, las empresas tienen una mayor
facilidad para hacer negocios. El gobierno
electrnico surgi en la dcada de 1980
y se ha convertido en el mecanismo ms
efectivo para impulsar el desarrollo de las
empresas a nivel mundial.
Hace un par de meses se publicaron
en el Diario Oficial de la Federacin
(DOF) varias reformas en materia de
derecho mercantil. Destacan las modificaciones realizadas a la Ley General de
Sociedades Mercantiles (LGSM), con el
propsito central de facilitar la creacin
de empresas y negocios y promover la
atraccin de inversin extranjera, as
como la creacin de fuentes de empleo.
Un componente importante de dichos
cambios radica en la modernizacin,

94

Septiembre 2014

flexibilizacin e incorporacin de reglas


ms eficientes para el tipo de sociedad
mercantil ms comn en Mxico: la Sociedad Annima (SA).
De acuerdo con la Comisin Federal de
Mejora Regulatoria (COFEMER), con estas
reformas a la LGSM los costos financieros
de las empresas disminuirn aproximadamente en un monto equivalente a 0.07%
del Producto Interno Bruto (PIB) del pas, es
decir, alrededor de 8,739 millones de pesos.
La Secretara de Economa, a travs
de la Subsecretara de Competitividad y
Normatividad, ha sealado que con estas
nuevas regulaciones Mxico podr avanzar varias posiciones en el rubro facilidad
para hacer negocios del reporte Doing
Business del Banco Mundial en este anlisis se desglosa una medicin objetiva de
las normas que regulan la actividad empresarial, as como su puesta en prctica en
189 economas y ciudades seleccionadas.
La nueva sociedad annima
en Mxico
A continuacin se enlistan las modificaciones ms representativas realizadas a
la LGSM, las cuales tienen como propsito modernizar, flexibilizar y optimizar
el gobierno corporativo:
1. Objeto social flexible. Antes de estas
reformas, las empresas solo podan reali-

Septiembre 2014

zar las funciones expresamente establecidas en sus actas constitutivas. Para llevar
a cabo actividades distintas a las contempladas en su objeto social, era necesario reformar los estatutos. Esto no era
congruente con las prcticas comerciales
actuales. En la actualidad las empresas
pueden cambiar de giro repentinamente
y en ocasiones requieren llevar a cabo actos que no se encuentran especificados en
sus estatutos. En esas situaciones, con la
legislacin anterior, las empresas tenan
que modificar sus estatutos para cambiar
de giro o incluir nuevas facultades, lo
que representaba costos notariales y de
tiempo.
2. Fedatarios Pblicos. Se actualizaron los
artculos de la LGSM en los que se alude
a notarios y corredores pblicos, quienes
tienen facultades para realizar ciertos actos jurdicos. De esta manera se aclaran
algunas controversias sobre las facultades
de los corredores pblicos, lo que generar una mayor competencia y calidad en la
prestacin de los servicios fedatarios.
3. Libertad contractual, mejoras al gobierno corporativo y derechos de minoras. Antes de las reformas, el rgimen de
las sociedades era rgido por ejemplo, la
celebracin de acuerdos entre accionistas
y la organizacin de los rganos societa-

Hace un par de meses se


publicaron varias reformas
en materia de derecho
mercantil. Destacan las
modificaciones realizadas
a la Ley General de
Sociedades Mercantiles,
con el propsito central
de facilitar la creacin
de empresas y negocios y
promover la atraccin de
inversin extranjera, as
como la creacin de fuentes
de empleo. Un componente
importante de dichos cambios
radica en la modernizacin,
flexibilizacin e
incorporacin de reglas
ms eficientes para el tipo
de sociedad mercantil ms
comn en Mxico: la Sociedad
Annima.

95

Negocios ProMxico | Para Exportadores

rios, lo cual generaba cierta desventaja


con respecto a otros pases para atraer
inversin. La legislacin mercantil en
materia de gobierno corporativo y derechos de minoras se dise hace dcadas
y, a pesar de que en la prctica se realizaban convenios entre accionistas, no
haba libertades como las que se contemplan en la reformada LGSM. Ahora las
SA pueden pactar restricciones respecto
a la transmisin de acciones, la exclusin
de accionistas y la emisin de acciones
que no confieran derecho de voto, entre
otras medidas. Asimismo, la ley permite
que se ample, limite o niegue el derecho
de suscripcin preferente, con lo que
podrn incluirse candados en los estatutos sociales correspondientes, adems
de limitar la responsabilidad en daos y
perjuicios ocasionados por consejeros y
funcionarios.
Aunado a lo anterior, los accionistas de
las SA podrn convenir entre ellos sobre:
Derechos y obligaciones que establezcan opciones de compra o venta
de acciones.
Actos jurdicos relativos al ejercicio de
derecho de preferencia para la suscripcin de acciones en el caso de aumentos al capital social.
Acuerdos para el ejercicio del derecho
de voto.

96

foto

Acuerdos para la enajenacin de acciones en oferta pblica, entre otros.


Respecto del derecho de minoras, las
reformas dotan de mejores derechos a los
accionistas que tengan una participacin
minoritaria en la empresa, sin comprometer la operacin de las sociedades. Asimismo, ahora es factible tener acciones con y
sin derecho a voto. En suma, los derechos
de minoras se ven reflejados bsicamente
en los siguientes supuestos:
Disminucin del porcentaje necesario
para ejercer una accin civil en contra
de los miembros del consejo de administracin, de 33% a 25%.
Reduccin del porcentaje necesario
para aplazar por tres das y sin necesidad de nueva convocatoria, la votacin
de cualquier asunto respecto del cual
no se consideren suficientemente informados, de 33% a 25%.
Disminucin del porcentaje necesario
para oponerse judicialmente a las resoluciones de las asambleas generales, de
33% a 25%.
Asimismo, antes de las reformas las
SA tenan que publicar en el DOF o, en
su caso, en los peridicos de mayor circulacin donde estuviese el domicilio social de la empresa. Esto provocaba que

archivo

los costos de publicacin fueran sumamente altos y muchas empresas no acataban esta norma, o publicaban en peridicos con bajo tiraje, lo cual provocaba
incertidumbre jurdica, irregularidades y
fomentaba los litigios.
Con las modificaciones a la LGSM se
optimizan las actividades comerciales de
las empresas. En este sentido se establecer
un sistema electrnico regido por la Secretara de Economa, que deber publicarse
el 14 de junio del 2015 en el DOF.
Algunos de los temas que antes se publicaban en diarios impresos ahora debern difundirse en medios electrnicos. Son
los casos de reducciones y aumentos al
capital social, convocatorias para asambleas, acuerdos sobre fusin de empresas,
resolucin de escisin de empresas, balance final de liquidacin de compaas y
balances generales de las sociedades extranjeras en Mxico, entre otros.
Sin lugar a dudas, estas modificaciones modernizan la legislacin mercantil
mexicana, acercndola a las mejores prcticas internacionales. Esto se traducir en
una simplificacin administrativa para las
empresas y en mayor competitividad. N

*Abogado corporativo en Basham, Ringe y


Correa, S.C.

Septiembre 2014