A pharmaceutical company has just develop a new drug that has 93% cure rate for several illnesses like cancer of the kidney, ESRD, kidney stones and other related illnesses without having the need to subject the patient to the excruciating treatment of dialysis and it is also more economical than any other treatment. This being a new drug, however, with enough certification from the US Food and Drug Administration, the manufacturer wants to make it available worldwide. However, negotiations are necessary considering that the drug contains marijuana. In fact, the drug is made up of 98.9% marijuana, and the mode of intake is through inhalation similar to an inhaler.
The manufacturers decided to introduce the drug in the Philippines where the market is high and where resources for the treatment of the above-mentioned diseases are limited. Before the negotiation, the pharmaceutical representative was sent to the Philippines to conduct an interview with a social and political analyst from the country to get sufficient information about the culture of the country. The information from the interview can be brought in during the process of negotiation to help seal the deal. For this assignment, I assumed the role of the negotiator and I sought the help of a social and political analyst from the Philippines. The person I had the privilege to interview was Professor Maria Concepcion Fernandez from the University of La Consolacion.
Verbatim Interview
Interviewer: Hi. I am a representative from a reputable pharmaceutical company in the US. Our company has just develop a new drug that has 93% cure rate for several illnesses like cancer of the kidney, ESRD, kidney stones and other related illnesses without having the need to subject the patient to the excruciating treatment of dialysis and it is also more economical than any other treatment. This being a new drug, however, with enough certification from the US Food and Drug Administration, the manufacturer wants to make it available worldwide. We wanted to bring the drug in the Philippines for distribution.
Interviewee: I do not see any problem with the drug as far as the information you’ve presented are concern. In fact, all you have to do is go to the website of the Department of Trade and Industry and you can learn the requirements from there.
Interviewer: Actually, there is quite a problem considering that the drug contains marijuana. In fact, the drug is made up of 98.9% marijuana, and the mode of intake is through inhalation similar to an inhaler.
Interviewee: Oh I see.
Interviewer: I want to know how I can negotiate this with the government or anyone who handles the certification and all. I want to know what problems would the company most likely experience.
Interviewee: Oh you mean culture wise, what you need to prepare for?
Interviewer: Yes exactly.
Interviewee: Philippines is predominantly a Catholic nation. Despite the existence of a stipulation in the Philippine Constitution calling for the separation of the State and the Church, the later still has influence in the major decision making of the government. It gives the impression that political leaders are afraid to get to the Church’s bad side should they contradict its views and opinions on important social matters. A similar case happened when groups of politicians endorsed the use of contraceptives to limit the growth of the population. The Church labeled these politicians opponents of the Church, and the people were swayed into not voting for these leaders during the national election (Genilo). In reference to health patterns and practices, the Philippines is among the countries in Asia who is at par with the practice and the technology of the western countries. In fact, almost anything introduced and practiced in the US are adapted by the Philippines. A perfect example of this is the stem-cell treatment which significantly earned numerous criticisms because of its side effects.
Interviewer: So it means we have to get the Church’s approval?
Interviewee: Well not exactly their approval because that should still come from the government. But at least you should not fall under the displeasure of the Church. I mean if the Church sees that this drug can cause the disintegration of the social system, well you will most likely feel a certain amount of pressure.
Interviewer: In what way?
Interviewee: For example contraceptives. The Church is against that no matter what explanation you give them they just see one side of the story. Because of that many people who buys the product have to feel pressured of embarrass about it. Yes contraceptives as sold almost everywhere but you don’t see people even going through that aisle in the grocery because the eyes of the people automatically judge them even if those people used them too.
Interviewer: Anything else I should know about?
Interviewee: Yeah. You might encounter some corrupt employees from the government asking you for bribe claiming they can do this and that. Well, it is up to you really but overall they really cannot do anything about it. Unless the one who offered is the Secretary or the Assistant Secretary of the Department.
During the interview, Ms. Fernandez said that the Philippines is predominantly a Catholic nation. Despite the existence of a stipulation in the Philippine Constitution calling for the separation of the State and the Church, the later still has influence in the major decision making of the government. It gives the impression that political leaders are afraid to get to the Church’s bad side should they contradict its views and opinions on important social matters. A similar case happened when groups of politicians endorsed the use of contraceptives to limit the growth of the population. The Church labeled these politicians opponents of the Church, and the people were swayed into not voting for these leaders during the national election (Genilo). In reference to health patterns and practices, the Philippines is among the countries in Asia who is at par with the practice and the technology of the western countries. In fact, almost anything introduced and practiced in the US are adapted by the Philippines. A perfect example of this is the stem-cell treatment which significantly earned numerous criticisms because of its side effects.
It is not hard to get the Filipinos to try something new especially if the offers something that is comparatively cheaper and accessible. In fact, as far as treatment and health practices are concerned majority of Filipinos still believe in the essence of alternative medicine like the use of herbal medications, quack doctors, holistic therapy and other non-conventional treatment options. In fact, majority of Filipinos would be willing to try anything they can put their hands on especially if it promises cure. Again, this is the reason amidst the news about the side effects that stem-cell had to a number of people, there were still those who were prepared to take the risk. This is even going to the extent of doing it under-the-table. Nevertheless, the problem of negotiation is not exactly on convincing the market to purchase the product but it is more on convincing the politicians and the Church to endorse the use of this new drug. Legalities and technicalities can easily be covered. For a foreign business to progress in the country, all you need to do is partner with a local company or get stakeholders who are citizens of the country and processing the registration would be easy.
However, again the biggest challenge is getting the approval of the government especially the Catholic Church because marijuana is considered an illicit substance in the country regardless of form and medicinal value.
Works Cited
Genilo, Eric Marcelo. "The Catholic Church and the Reproductive Health Bill Debate: The Philippine Experience." The Heythrop Journal (2014): 1044–1055. Print.
