Roberto Godoy, GM of Guerbet Brazil and marketing director of Guerbet Latin America, a leading French-based contrast media company present in Brazil for the past 40 years, explains his role in turning around the Brazilian affiliate following the acquisition of Mallinckrodt’s contrast media and delivery system’s imaging division. He also documents the affiliate’s importance for the group’s global operations, and the advantages of value selling over transactional selling in the medical devices industry. You have worked for several of the heavyweights in the medical device industry. What challenge attracted you to join Guerbet in December 2016?
"In terms of competitive advantage, Guerbet is the only international contrast media company with a manufacturing facility in the country."