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Work experience

Mar 2010Present

Health Care Market Consultant

Saponara Consulting

Global marketing professional with 7+ years of product/marketing management experience emphasized within Nefrology, Intensive Care , Cardiology and peripheral vascular markets with devices/equipment, e.g., interventional & minimally invasive.

Possess proven capabilities new business developments & numerous product launches.

Quick study with identifying market opportunities, challenges & developing effective strategic & marketing/product plans.

Market research and competitive intelligence experience is extensive. Clinical experience with PMA/IDE clinical trials with implantable products is within my experience base.

I'm  open to working with medical device companies that may need consulting expertise or part time marketing assistance.


Electrophysiology Ablation and Mapping Marketing Marketing Research Competitive Intelligence New Product Planning Strategic Planning Hemodialisys Catheters Stents Drug Coated Balloon Catheters Interventional Cardiologists Interventional radiology Percutaneous Coronary Intervention (PCI) Drug Coated Stents Cardiovascular And Interventional Radiology
Jan 2011Present

Marketing and Sales Director

VIVA Comércio Importação e Exportação Ltda
Sep 2003Jul 2010

National Sales & Marketing Manager

HTS Tecnologia em Saude Ltda
  • Management of the distributors and representatives, assessing risk/return evaluations, responsible for credit collections in accordance with credit and collection company policy. Assuring the satisfaction with currently costumers, representatives and distributors and also maintain and develop of new costumers. Responsible for declining default rates since 2007, 0% to 1%.
  • Sales administration, formulating sales strategies of medical products all over Brazil, considering the peculiarities of each state (microregion and macroregion) and each institution (Private or Public).
  • Acting as market researcher, identifying new product lines and suppliers, marketing strategies, commercialization channels.
  • Responsible for coordinating events for company promotion and its products: Congresses, International Fairs, Workshops, Focus Groups, Meetings.
  • In charge of establishing and supporting indirect/third party retail distribution channels. Serving as the interface between the company and the distributor, which will include sales, marketing, contract compliance, training and other support activities.
  • Responsible for the development of distribution partners through knowledge of the local markets and competitors.
  • Management of the public tenders center, designing and pricing commercial propolsals and contracts.
  • Call Center implantation , restructuring the companies computer network, optmizing of the existing CRM software, bringing new computer tools.
  • Supply Chain Management and Logistics, delivering monthly reports to the board of directors.
  • Economic feasibility project analisys , based on criteria of the future deducted cash flow, offering objective projections of risk/return to the investment. 
  • Responsible for the  interventional cardiology products. I Introduced and trained distributors to a new concept of Drug Eluting Coronary Stent permiting  the development of the portfolio through established relantionships(2008).
  • Experience to leader a technical sales team (nurses) focused on balance the technical and commercial approach aligned with the goals and company strategy.
  • Conducted Marketing decisions and promotions to increase sales with medical devices in Dialisys , Critical Care e Neonatal Critical Care.

      Key Career Accomplishments

  • Sales forecasting, distributor management, distributor sales and all end-user relationship (Doctors, physicians, technicians, nursing, etc.)
  • In charge of a nationwide Launching of Interventional Cardiiology products (2008), developing new product launch strategy and supervising market mapping and strategic market penetration
  • Received - Best Newcomer Distributor Award by Translumina (Germany) (2009)
  • Significant increase in the costumers portfolio, from 15 to 80 distributors and a networking of 160 companies (July 2009) by developing and implemeting new sales strategies.
  • Development and implementation of the sales campaign (Intensive Care and  Dialisys products) through distributors in the state of Rio de Janeiro, expanding markets in 230%, disseminating products and the company’s brand(2005-2009).
  • Generated strategic marketing campaign and received executive approval for entry into the Critical Care Pressure Monotoring market in 2009.
  • Improved revenues by 30% through the development of a new Hemodialisys Catheter standart, working with the German Supplier Joline GMBH R&D department(2007).
  • Responsable for significant increase of the companie distributor`s sales revenue (2008/2009) 28%, achieving sales goals of R$1,8 million.
Jul 1997May 2003

Assistant Bank Manager

  • Successfully increase business through networking, new client prospecting, and referrals
  • Six years of experience as Assistant branch manager. Excellent presentation and interpersonal skills
  • Opened more than two hundred new accounts
  • Responsable for new branch openings at UFMG University Campus(Belo Horizonte)
  • Increased business through networking and building new client relationships Assisted managers in identifying sales opportunities for the branch




Universidade Federal de Minas Gerais


Expertise on payers approach (
(Government and Private Health Insurance Companies) focused on products approval and reimbursement
Skilled negotiator
Market research
Forecast and data analysis
Strategic brand positioning
Client/customer relationship development
Business development
Coordinate events in Healthcare Business
Congresses, Fairs, Workshops, Focus Groups, Meetings.
Medical Devices Sales management
lead, manage, motivate and co-ordinate and training distributors and reps.


Strong skills in sales management, relationship development and product knowledge in the Brazilian Healthcare Sector.

In-depth experience creating brand value competitive advantage. Chronicle of success in delivering strategic marketing and launch plans that have generated revenue/market growth within the medical device, Dialisys, Critical Care, Neo Natology, Oncology, Urology, Diagnostics, and Cardiovascular product markets.

Successful sales professional with more than 10 years of experience and proven ability to consistently satisfy customers expectations and exceed company sales goals. Developing new business with exceptional, prospecting, outstanding communications skills, contributing to team efforts and productivity. Recognized as a highly productive, dependable and efficient problem solver.

Working in the commercial and financial fields, developing activities of commercial management, management of corporate clients, market research, management of supplies, negotiation with suppliers and clients, maximizing the results, ensuring effective improvement of the processes developed. International working experience in Germany and Spain , responsible for searching new business oportunities, visiting suppliers and attending to International Trade fairs.


  • career opportunities
  • consulting offers
  • new ventures
  • job inquiries
  • expertise requests
  • business deals
  • reference requests
  • getting back in touch
  • Objective

    I`m a Healthcare Consultant, expert in Brazil Medical Devices Market.

    My Company is based in Belo Horizonte, Minas Gerais State and

    provides consulting servises to national Medical Device companies

    and Hospitals.

    My goal is to work with foreign medical  device companies that

    may need consulting expertise or part time marketing assistance.

    The company also assists medical distributor search.

    Recentely, I have opened my own whosaler and distributor company

    and I`m searching for foreign companies to represent in Brazil .



    José da Costa

    Avner Kraus