Portfolio Management: One Step Ahead

Brand recognition, quality, reliability, and trust in Galenika’s products have made the company successful for decades. Galenika has been dedicated to investments and innovations for nearly eight decades, in line with the evolving needs of patients and consumers. A key aspect of this is the modernization of the product portfolio. This is where portfolio management comes into play.

Portfolio Management: One Step Ahead

Portfolio Management in the Pharmaceutical Industry
In the pharmaceutical industry, timely portfolio management is crucial for maintaining a competitive advantage and meeting the needs of patients and consumers. The result of successful portfolio management is a product portfolio tailored to the current needs of patients and consumers, which directly impacts the success of the company.

Jelena Stojanovski, Portfolio Manager at the pharmaceutical company Galenika, told us:

“In Galenika, the role of the portfolio manager encompasses all aspects of strategic portfolio management. The key focus is on proposing new products, conducting business analyses, monitoring the implementation of new product launches, and optimizing the existing portfolio. Additionally, great attention is paid to opening new therapeutic lines and business models for new international markets.”

The Importance of Portfolio Optimization
In portfolio management within the pharmaceutical industry, the biggest challenges are balancing market needs with the costs of product development and manufacturing. Furthermore, monitoring regulation and ensuring quality are critical factors in the optimization process.

“We always strive to find ways to meet patient needs while achieving sustainable profitability. We are constantly expanding our portfolio and strengthening the company’s market position, and most importantly – we offer patients and consumers the widest range of modern and effective pharmaceutical products. For instance, in 2024, we launched 50 new products in Serbia, and we are also seeing significant expansion in regional and EU markets with the launch of 230 products.” emphasized Jelena Stojanovski, Portfolio Manager at Galenika.

Key Impact on Company Development
Portfolio management forms the foundation for strategic decision-making. It includes a range of strategic activities, from proposing new products, acquisitions, and entering new markets, to comprehensive management of the company’s long-term plan. Managing the portfolio allows for a focus on innovation, more efficient resource management, and a better understanding of market needs. All of this contributes to long-term growth, the sustainability of the company, and its reputation as a reliable partner in addressing the challenges faced in the healthcare system.

“In Galenika, we are currently focused on mapping opportunities for establishing a presence in new markets through a business-to-consumer (B2C) model, while simultaneously developing new therapeutic lines that will further diversify our portfolio. What is certain – the balance between innovation, speed, and adapting to market needs is the key to success for generic pharmaceutical companies in the modern world,” concluded our interviewee.


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