Citihealth Imports Limited is one of the fastest growing pharmaceutical companies in Sri Lanka, ranked among the top 10 pharmaceutical companies in the country. Its product portfolio includes a diverse range from leading pharmaceutical manufacturers focusing on extremely lucrative market segments including drugs for Thalassemia, Anti-asthmatic, HIV, Tetanus vaccines and a range of rehabilitation products.
Apart from the pharmaceutical business, the company has also ventured into FMCG market and is promoting a range of imported consumer goods under a separate SBU. The product range currently is marketed and distributed islandwide.
Success, however, brought with it many new demands. “The company faced a number of challenges with its expansion, we needed more visibility across our operations, particularly sales and distribution processes,” said Citihealth Chairman Lt. Col. Chandra Jayaratne, who also holds office as Chairman of the Sri Lanka Chamber of the Pharmaceutical Industry (SLCPI).
He added, “We realised that we needed to automate our business processes and felt that implementing a sales force automation solution would further improve our business and operations and provide better data for our management to lead their teams.”
With a clear need in mind, Citihealth sought out an established partner with extensive experience in deploying sales force solutions in the pharmaceutical industry. “We needed something that was robust enough to cater for our entire sales team while being flexible enough to meet our specific, unique requirements,” stated Lt. Col. Jayaratne. We ultimately chose Axienta as our solution provider, due to their experience in having successfully implemented SFA solutions at leading pharmaceutical companies and their insight into this industry.”
“Our team finds Axienta’s SFA Solution’s functionality to be powerful, yet very easy to use, states Col. Jayaratne. He added, “Most importantly it’s helping us improve the quality of our customer interactions. Sales Representatives are geared with all the information they need to be effective in their role. This has empowered and helped them to close more deals through precise, efficient execution. It has also allowed the team members to know their own performance levels and management to know details on deviations from set goals to take timely action to ensure delivery of the companies expected growth targets.”
He also commented that, “Knowing exactly what’s available in inventory helped us to view the current status of orders and streamline our processes leading to a significant improvement in sales and returns through effective inventory management.”
“The changes we experienced by automating our sales and distribution using Axienta’s Solution have been truly remarkable. It undoubtedly has proved to be the key to our success, resulting in an overall enhancement in our processes and growth in our revenues and has helped us adopt strategies to remain competitive in the market,” concluded Col. Jayaratne.