Carlos Puglia, Executive Director of Sales and Marketing at Galenika – Quality, Portfolio Development and Innovations Key Prerequisites for Growth and Competitive Global Presence in the Pharma Industry

Source: eKapija Thursday, 28.09.2023. 12:20
(Photo: Galenika)
In the first half of this year, Galenika recorded a constant growth, both in Serbia and in the regional and international markets. It is recognized as a brand to be trusted, and it has been awarded for numerous innovations. Carlos Puglia, Executive Director of Sales and Marketing at Galenika, talks about the key prerequisutes for growth and a competitive global presence in the pharmaceutical industry, but also the company’s priorities and challenges, in his interview with eKapija.

Galenika company shows record growth in sales and significant internationalization of business. As the executive director of the company`s sales and marketing, please tell us more about the business results?

– The results are good, especially so in the two main areas that Galenika is focused on. The first one is internationalization of the business with significant growth in the international markets of the region and the EU, and the second one is portfolio expansion, which shows our commitment to offer consumers a vast array of high-quality and relevant products in line with the contemporary health needs.

In the first half of 2023, pharmaceutical Galenika achieved constant growth, both in Serbia and in the regional and international markets. We have a double digit growth: in Serbia, sales is increased by 10%, and in countries in the region by as much as 14%. Also, the company has 37 brands in the leading positions in their categories in terms of market share in Serbia in the first half of year 2023.

In addition to the countries in the region, the company operates in 16 international markets on three continents and since the beginning of the year Galenika has managed to increase exports to the EU market three times more comparing to the same period in 2022, as well as to launch 26 products.

Managers often emphasize quality and trust as crucial for development. What do you consider to be the priorities when it comes to the further development of the Galenika company?

– I would have to agree, from my standpoint at Galenika, which is one of the leaders of the pharmaceutical industry. Quality represents not only the basis, but also an integral part of our development – a cohesive thread in our production, business activities and partnerships.

Trust is also important and it is a scarce commodity in today’s world. For our company and line of work, the trust is closely connected to quality of products. The recognition of the Galenika as a brand in which consumers have confidence and trust, lies mostly in the quality and I am glad that it is present in Serbia, but also in international markets.

The factory (Photo: Galenika)The factory

Galenika was awarded this year for the development of innovations in the country and the world. What does this recognition mean for you and your team?

– We are proud that the pharmaceutical company Galenika was recognized as an innovation leader by the Association of Inventors of Belgrade – the organization which awarded us for the contribution to the development and popularization of innovations and innovative activities in the country and the world. This award is another proof of the Galenika team`s commitment to innovation, as well as a clear illustration of the company`s decisive steps to further strengthen Galenika brand, which means trust and quality, in all markets where we operate.

In the first half of the year, Galenika has registered as many as 47 new products in Serbia and the region. With a strategic partnership with its sister company from Brazil - EMS, since the beginning of the year, Galenika has successfully implemented technology transfer for 9 products from the newer generation of generic drugs and started preparation for another 2. These are all significant data that show how seriously we take the importance of expanding Galenika`s product portfolio with the aim of further growing the company and providing the most up-to-date, relevant and quality products for consumers.

I would also like to add, that for our socially responsible project Hello twenties, dedicated to the prevention and preservation of health of young people, Galenika received recognition for innovations in communication for the third year in a row. These examples illustrate that each of Galenika’s innovative initiatives, regardless of the sector or area of business activities, has one thing in common – being devoted to people and dedicated to health.

What challenges do you expect in the pharmaceutical industry in the coming period?

– The development and operations of Galenika are influenced by global economic and social conditions, the specifics of the pharmaceutical industry in which we operate, as well as the circumstances on the domestic market and in the region.

Through strategic business planning, we try to implement global trends and innovations and adapt them to the circumstances of the markets in which we operate.

For example, drug shortages in various regions around the world are causing concern among consumers, patients, governments and industry. We are aware of the global circumstances and mitigate the risks by careful planning and increasing the stock of quality raw materials, but we also make intensive efforts to include alternative sources of supply. Therefore, we do not expect interruptions in the supply, production and distribution of medicines by the Galenika company in Serbia, as well as in the export markets where we operate, even in the coming period.

Tech evolution impacts our industry too and we navigate it through digitization, investments, data integration and ongoing learning to navigate new tasks, new challenges and new opportunities and bring value to the shareholders and employees, consumers, patients, health system, as well as the market.

What are the company`s priorities for the next year?

– We are strongly focused on the future. With the company tradition of 78 years, we integrate the most valuable from the past and present expertise across markets, with full dedication to investments, innovation and sustainable growth in the future. We have support from the owners at the Brazilian NC Group, which is very important.

Ensuring quality is our first priority – both in products and everything we do. We are the holder of 15 domestic and international GMP and ISO certificates for the highest level of work and production standards, while we recently hold the GMP certificate from the Brazilian Drugs Agency (ANVISA). We are strategically committed to constantly expanding our product portfolio for the benefit of consumers, and in that regard, we will continue with new launches of strategic brands.

At the same time, we are trying to demonstrate our commitment to development in the direction of the company of the future with investments, technology and management in the Galenika company. The innovations we apply are a clear illustration of the company`s decisive steps to grow Galenika further, together with trust and quality, both in the country and in international markets.

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