Centrofarm: in Pharma without the daily data analysis it is not possible

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Centrofarm’s IT Director: in Pharma without the daily data analysis it is not possible anymore

20 Mar Centrofarm’s IT Director: in Pharma without the daily data analysis it is not possible anymore

Posted at 08:21h in APARITII MASS MEDIA, Ziarul Financiar by Silvia 0 Comments

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IT data analysis solutions, through which top management can analyze operational results or, for example, simulate the business impact of price changes dictated by the Ministry of Health, have come to play a central role in Centrofarm’s business, one of the largest pharmacies on the local market, businesses over 30 million euros in 2012.

“In the Pharma Industry, with no business intelligence (BI) solutions – data analysis – is no longer possible,” said Marius Dumitrescu, the company’s IT director, in an interview with ZF.

At Centrofarm, he explained, top management receives a report on the previous day’s sales by 10:00 every morning. “We were not playing. We must know every moment where we are in terms of results.”

The daily sales report, however, represents only a small part of the reports that are generated by the BI solutions of the company, as the commercial, marketing, or top management departments always need different data and reports.

“For example, we are doing predictive analyzes based on the new drugs prices established by the Ministry of Health. We take the new list of prices, which is published by the ministry rule one month before it enters into operation, and we analyze the impact on our business because we have some stocks. If the prices are up it is OK, but if they decrease, then we have to do something because the prices may be lower than our purchase price. If this is the case, we need to talk with the suppliers and the distributors to make a return for the products in question,” Dumitrescu explained.

Centrofarm replaced its BI solution last year, migrating to a solution provided by Microsoft, Dumitrescu said, the change being made, among other things, to shorten the reporting time and reduce costs, while increasing the number of users who can access and reduce the IT department’s involvement in these documents. Dumitrescu did not provide details of the cost of this project, adding that the implementation was done by a Microsoft partner – CRESCENDO (with a team of four people) – along with two of the three members of the Centrofarm IT team.

Last year, says Marius Filipas, Server & Tools Business Group at Microsoft Romania, there have been “a few dozen” implementations of company BI solutions to large companies. On the local market, the adoption of these data analysis tools is still at an early stage, he adds. “About 40-45% of large companies, with over 200 computers, have an installed BI solution. But the potential is even greater for the SME area, with the availability of the cloud solution, which eliminates the need for costly software and server software purchases.”

In 2014, the Microsoft representative believes, demand for such solutions grows in Romania, especially from financial, retail and production companies.

The data analysis solution area has also begun to grow on the local software and services market, said recently in an interview with ZF – Eugen Schwab-Chesaru, managing director for Eastern Europe of Pierre Audoin Consultants (PAC) one of the most important consultancy and market research company. “The concept of business intelligence and data analysis solutions has caught serious roots, and companies have begun to understand to use these tools after they have obtained results using them. It is an area in which I think it will invest consistently. “

Last year, the local software and IT services market reached about 825 million euros, 5-6% more than in 2012.

Microsoft’s BI solution is used by Centrofarm to integrate data from various sources – from Facebook – to stock, purchase, sales, discounts and integrated to provide a management team with an image of operations. “Starting from the general data, it can be up to the customer’s house bill,” explains Marius Dumitrescu. In addition, market data from research companies such as Nielsen or Cegedim are also introduced into the system, which are used to measure the results of Centrofarm against its competitors.

Centrofarm acquired the first PCs in the early 1990s, and as time passed, they played an increasingly important role in business. Currently, the pharmacies network is testing a system that counts how many people enter the company’s units – to decide whether or not to extend this project. On the other hand, the company has installed a videoconference system that is used to replace the monthly meetings that take place in Bucharest. “The transport and accommodation costs for a single monthly meeting were equal to those for the videoconference system implementation. We are now using this system and training our employees on the IT area, “Dumitrescu said.

Article published in printed edition of Ziarului Financiar from 20.03.2014

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Centrofarm, CRESCENDO, Microsoft

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