The little, picture postcard Swiss village of Nyon has a big reputation. Founded over two thousand years ago by Julius Caesar, it can lay claim to Roman ruins, a 16th century castle, and beautiful views of Lake Geneva. It can also boast it’s the home to Novartis Consumer Health, a division of the international health products company, and to Novartis executive and UW-Madison alumnus Ricardo Blank.
Blank never would have predicted when he was a UW-Madison student some thirty years ago that he would wind up here, heading the division’s medical marketing department. Back in Madison, Blank had his heart set on a career in America, but fate and his father intervened.
Blank (B.S. ’74, M.B.A. ’77) was born in Santiago, Chile, the son of Jewish immigrants who had fled Hitler’s Germany in the late 1930’s. In Santiago, Blank’s parents sent him to a private school where he learned English. Closer to home, he conversed in Spanish with his friends, and German with his parents. His facility with languages would become a significant theme in his personal and professional life.
Blank wanted to study business but his father was convinced one didn’t need a degree in the field to be successful. After all, he had built his own cosmetics company, later sold to Proctor and Gamble, from the ground up. “Study something worthwhile like chemistry,” Blank’s father counseled. The two made a deal. Blank would get a bachelor’s in chemical engineering, then a master’s in business administration.
Blank had originally hoped to go to university in Santiago, but he says the election of socialist president Salvador Allende in 1970 made remaining in Chile impossible. “I knew what was coming,” Blank says, referring to Allende’s assassination and years of political repression. Blank packed his bags and left for the U.S. the day Allende was inaugurated.
Blank recalls that adjusting to life in America initially wasn’t easy. Americans looked physically different, bigger, he says, from people back home in Chile. He had never met Chinese- or African-Americans before. He also arrived shortly after the bombing of Sterling Hall and remembers National Guardsmen in the streets. On top of that, his engineering professor advised his freshmen students (there were no women in his class at the time) that only a third of them would stick with the program. “It was extremely tough,” Blank says.
Still, it didn’t take him long to get his bearings and become accustomed to American life. He lived in a dormitory, had a foster family who, he says, couldn’t have been more affectionate than flesh and blood parents, and, with time, found an American girlfriend, too.
He did well scholastically, and, as he was finishing work toward his M.B.A., started receiving job offers from U.S. companies. He says he was extremely marketable. Not only did he have a first class education at UW-Madison, his backgrounds in both chemical engineering and business were unbeatable. His language skills were also very valuable.
But, again, Blank’s father had other ideas. He wanted his son to consider Switzerland, where he and his wife had taken up residence after also leaving Chile. Although Blank could speak German he couldn’t write it, so his father offered to send a letter to the Roche pharmaceutical company in Basel, midway between his parents’ house in Lugano and his sister’s in Frankfurt, Germany. As Blank tells the story, while he was visiting his parents, Roche made him an offer he couldn’t refuse. He returned to Madison to receive his M.B.A., reluctantly broke up with his girlfriend and moved to Switzerland.
The transition from America to Europe and from university life to the work world was as difficult as the one Blank had experienced years before when he left Chile. “It was an enormous culture shock, the fun years were over,” he says. At Roche, Blank was given broad training in all aspects of the pharmaceutical industry. Because he was fluent in Spanish, he was given responsibility for dealings with Latin America, meeting with Spanish-speaking visitors and handling regulatory issues with Spanish-speaking countries.
Other management jobs followed, first with Baxter Health Care in Brussels, Belgium, Pharmacia (acquired by Pfizer in 2003) in Freiburg, Germany, Ciba-Geigy in Basel, and finally Sandoz in Berne. In 1996, Sandoz and Ciba-Geigy merged to become Novartis, a world leader in the research and development of health products. (According to the company’s Web site, Novartis Group achieved sales of over 28 billion dollars in 2004, and employs over 80,000 people in 140 countries around the world.)
At Sandoz, Blank specialized in product development in medical nutrition. He says he enjoyed the opportunity to innovate – to design new concepts and products, develop new retail markets, establish good relations with important opinion leaders, and negotiate successful international contracts. Today, he travels the globe for Novartis, especially to Asia and Latin America, where the company is market leader in medical nutrition in Brazil.
Along the way, Blank became fluent in French, Italian, and Portuguese. Knowledge of six languages has made his traveling easier but it also has contributed toward improved communications at work. When Blank meets with his sales force in other countries, he is able to speak to staff in their own language. “They respect that tremendously,” he says. Nevertheless, he says English has become such a dominant language in international business that mastery of other languages is not as critical as it once was. More important is an understanding of other cultures. “If you want to work in an international environment, it’s key,” Blank says. If you aren’t sensitive to other cultures, if you don’t have “cultural understanding,” you won’t get the business,” Blank says.
Although Blank may not have realized it at the time, UW-Madison helped him prepare for an international career. By Blank’s own admission, the university welcomed him as a young man from Latin America and from a relatively protected background, and introduced him to another world. “The UW made me think, made me study, made me learn,” Blank says, but he adds it also encouraged him to be more independent, to know how to get along with others, and to be more mature.
UW-Madison also gave him a second chance at romance. Blank lights up when he tells the story. After 9/11, he found himself in Minneapolis on business, unable to fly back to Europe. He decided to head to Chicago to visit friends. On the way, he passed through Madison, unable to stop because he still felt guilty for breaking things off with his sweetheart many years earlier. In Chicago, with his friends’ encouragement, he located and phoned her sister and parents in Wisconsin, finally tracking her down. She’d received a Bachelor’s degree in political science and a J.D. degree, both from UW-Madison, and was practicing law in Colorado. After a 30-year separation, the two were back together again.