Genexis and the Brazilian Pharmaceutical Industry

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Genexis and the Brazilian Pharmaceutical Industry
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Background

• In 1994 wanted to render services on the
  consumption of electrical power to the state, but
  contract was terminated
• Switched to supporting Bristol-Myers Squibb to
  gather, format, and summarize drug sales
  information and register clients of all
  distributors on a daily instead of monthly basis
• Learn true demand per outlet
• In 1995 applied the approach to a larger group,
  which grew to 20 labs and 300 wholesalers by 1996

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Background

• In 1999 the Genexis portal appeared, covering
• Genexis Farma for pharmaceutical segment,
  supplying real-time information on demand that
  supports decisions and products that optimize
  demand, production, marketing, and sales
  processes
• Genexis Healthcare offers connectivity and added
  value services for relationships between health
  operators, service companies, and professionals

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Challenges

• Opportunities for profits and cost reduction in
  the pharmaceutical chain
• Need coordination and cohesive management
• Some of the Genexis services provided
  competencies that would be at the core of this
  new business (e.g., daily gathering of demand
  info at the outlets)
• How to become capable of offering Value Added
  Network (VAN) services for the pharmaceutical
  sector and later for other sectors

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Questions

• 1. Primary issue how to get cooperation from all
  chain participants
• 2. Launch Genexis initiatives in other segments
  such as confectionary industry, that have a
  similar structure problems with broadening their
  service
• 3. Genexis competencies to maintain and grow in
  its current market what strategic alliances to
  create to establish its VAN or service supply
  network