THE MOST IMPORTANT ASPECT OF BUSINESS DEVELOPMENT IS THAT IT IS BASED ON COLLABORATION
What is your definition of business development?
Ayça Sezer: Business development strives for finding new ways to maximize the earnings by means of the existing resources of a company. This includes increasing earnings from the existing portfolio of products by means of local collaborative efforts and exports and adding new products to increase the existing activity and earning level of marketing and sales groups through R&D, local or international collaboration among others. Increasing the number of contracted manufacturing partners is one of our responsibilities.
Santa Farma Business Development Division consists of two departments which are “Business Development” and “Export”. Business development department mainly focuses on portfolios and local collaboration while export department is responsible for the management of our existing collaborations and creating new ones in overseas markets.
Which qualifications are required for pursuing a career in this field?
A.S: The most important aspect of business development is that it is based on collaboration. Success depends on communication between departments and teamwork in every project. Therefore, I believe good empathy and communication skills are essential for achieving success in this field. Also, it is important to be able to adapt to intercultural and interpersonal differences and be flexible enough to handle them when necessary. More importantly, it is not possible to guarantee success by 100% for business development projects since they are directly affected by changing economies, conditions and several other factors. Those who will build a career in business development should certainly have a persevering and positive character.
What is challenging and fun about working on export?
Serdar Gamber: A career at export department requires you to be in contact with the entire world. Our work requires us to interact with different cultures. This makes a positive impact on the world view of employees and enriches their perspectives. Having the opportunity to visit new geographies and getting to know new people makes a great contribution to our personal development and it is quite enjoyable.
At the same time, this means difference, varying regulations in different countries, different rules and unaccustomed business styles. Indeed, this not only enriches us but also enables us to obtain know-how and have a wider perspective thanks to the information received about global pharmaceutical markets and regulations. When we come across any problem, we are able to produce more solutions as a result of which we are likely to overcome problems more easily.
Nonetheless, we need to create a different strategy and business model for each country with due regard for all those differences. Meanwhile, we need to conduct our collaborative efforts in line with the domestic regulations and the corporate policies. It is challenging to create a balance between internal and external factors from time to time.
What sort of difference could an export department create for a pharmaceutical company?
S.G: First of all, when it comes to material gains, an export department helps any company to increase the number of its markets and raise its turnover as well as contributing to reducing the costs thanks to the increase in outputs of manufacturing. Also, it has a significant role in reducing the F/X risk of the company since we export products in foreign currency. In addition, it reinforces the image of the company at global markets by increasing the recognition of the company through global competition. The personal benefits derived from working with different cultures and business styles apply to the company, as well.
It gives us a wider perspective and enables us to be more proactive in business.
Which functions does the business development department undertake?
Baran Özler: Santa Farma Business Development Department is mainly responsible for portfolio management, export and contracted manufacturing collaborations. In short, it is responsible for creating present and future added value for the company. We keep up with the innovative treatments in domestic and global markets in order to make our product portfolio well equipped for the future.
After making an assessment of significant products with the help of the relevant committees, we proceed to manufacture them in our R&D center or through external partnerships. Hence, we aim to improve and update our product portfolio constantly. Another priority for the product portfolio is related to the assessments about OTC market. We determine the products which will create a difference in Turkish and global markets and make additional contributions to consumers and undertake negotiations in order to add them to our portfolio.
Currently, we are exporting our products to 24 countries. After completing the registration processes for the new products specified subject to a number of agreements, we plan to increase the number of countries to 51 by 2023. Also, we have signed a number of agreements to penetrate into the European market and we are making preparations to initiate the registration process.
Our manufacturing plant which was commissioned in late 2015 through an investment of more than EUR 150 million received Golden Vessel Investment of the Year award. The EU-GMP certified plant boasts of the capacity to manufacture annually 150 million boxes in a single shift. We perform contracted manufacturing services for domestic and neighboring markets in this state-of-the-art plant. Santa Farma Business Development Department is also responsible for facilitating discussions about collaboration opportunities with the potential contracted manufacturing partners and handle the contracting processes.
What sort of joint activities or collaborations do you perform internally?
B.Ö: Business development department needs to be close contact and perform joint activities with all departments in the company in order to carry out its duties and responsibilities effectively. For example, whenever we come across a new product which may help us enrich our portfolio during our regular market research, we act in coordination with R&D department to evaluate its manufacturability and patent status, finance and purchasing departments to conduct manufacturing cost and profitability analyses, sales & marketing and medical departments to ascertain the suitability of the product for our group and make a detailed assessment of its advantages in comparison to existing therapeutic options, and registration department to reach a conclusion about the registration process. As a result of the joint activities conducted with other departments, we proceed to enrich our portfolio by developing products which are suitable for our portfolio in our R&D center or through different collaborative models and agreements executed with global or domestic companies.