Genexis and the Brazilian Genexis and the Brazilian Pharmaceutical IndustryPharmaceutical Industry

BackgroundBackground

• In 1994 wanted to render services on the In 1994 wanted to render services on the consumption of electrical power to the consumption of electrical power to the state, but contract was terminatedstate, but contract was terminated

• Switched to supporting Bristol-Myers Squibb Switched to supporting Bristol-Myers Squibb to gather, format, and summarize drug to gather, format, and summarize drug sales information and register clients of all sales information and register clients of all distributors on a daily instead of monthly distributors on a daily instead of monthly basisbasis– Learn true demand per outletLearn true demand per outlet

• In 1995 applied the approach to a larger In 1995 applied the approach to a larger group, which grew to 20 labs and 300 group, which grew to 20 labs and 300 wholesalers by 1996wholesalers by 1996

BackgroundBackground

• In 1999 the Genexis portal appeared, In 1999 the Genexis portal appeared, coveringcovering– Genexis Farma: for pharmaceutical segment, Genexis Farma: for pharmaceutical segment,

supplying real-time information on demand that supplying real-time information on demand that supports decisions and products that optimize supports decisions and products that optimize demand, production, marketing, and sales demand, production, marketing, and sales processesprocesses

– Genexis Healthcare: offers connectivity and Genexis Healthcare: offers connectivity and added value services for relationships between added value services for relationships between health operators, service companies, and health operators, service companies, and professionalsprofessionals

ChallengesChallenges

• Opportunities for profits and cost Opportunities for profits and cost reduction in the pharmaceutical chainreduction in the pharmaceutical chain– Need coordination and cohesive managementNeed coordination and cohesive management

• Some of the Genexis services provided Some of the Genexis services provided competencies that would be at the core of competencies that would be at the core of this new business (e.g., daily gathering of this new business (e.g., daily gathering of demand info at the outlets)demand info at the outlets)

• How to become capable of offering Value How to become capable of offering Value Added Network (VAN) services for the Added Network (VAN) services for the pharmaceutical sector and later for other pharmaceutical sector and later for other sectorssectors

QuestionsQuestions

• 1. Primary issue: how to get cooperation 1. Primary issue: how to get cooperation from all chain participantsfrom all chain participants

• 2. Launch Genexis initiatives in other 2. Launch Genexis initiatives in other segments such as confectionary industry, segments such as confectionary industry, that have a similar structure; problems that have a similar structure; problems with broadening their servicewith broadening their service

• 3. Genexis competencies to maintain and 3. Genexis competencies to maintain and grow in its current market; what strategic grow in its current market; what strategic alliances to create to establish its VAN or alliances to create to establish its VAN or service supply networkservice supply network