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Case Study: Getz Pharma – A Successful Journey
Research · May 2015

DOI: 10.13140/RG.2.1.4341.9042
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Rizwan Raheem Ahmed

Indus University Karachi Pakistan
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Case Study: Getz Pharma – A Successful Journey
About Getz Pharma
Mission, Values And Guiding Principles
Mission
Getz Pharma's mission is to develop, produce and market safe, effective and quality medicines and
health care products that will improve the health and quality of life of men, women and children.
Getz Pharma pledges to provide the highest quality manufacturing of health care products.
Values
Respect for people: Our principals, employees and suppliers are the basis of our quality and
service. As each shares responsibility for Getz Pharma's reputation as a quality manufacturer and
marketer, so each deserves to be treated with fairness and dignity.
Respect for our business associates and clients: Getz Pharma seeks long-term and
transparent relationships with its business partners, and enters into all transactions with integrity
and trust.
Focus on safe technology: Getz Pharma selects technology that adds real value to its products
and services and that does not harm the environment.
Guiding Principles
To achieve our mission, we:
Recruit the best-qualified professionals and promote on the basis of objective performance
appraisals of each individual's ability and willingness to take additional responsibility.
Foster the individual and professional development of our employees by providing them continuous
training of the best quality available.
Management Team
The Chief Executive Officer is responsible for the management of the business and is assisted by
the Executive Committee in the key responsibility areas of Human Resource Enablement, Strategic
Planning & Development, Marketing & Sales, International Business and Business Development,
Manufacturing & Plant Operations, Quality Assurance, Quality Control, Regulatory Affairs, Finance,
Information Technology and Supply Chain.
In the implementation of corporate strategies, the Executive Committee depends on the Corporate
Executive Council to streamline operations and ensure internal controls at all levels of Information
Technology, Supply Chain, Finance, Engineering, Quality Assurance & Quality Control, HR
Operations, and Manufacturing.
Prof. Rizwan Raheem Ahmed, Ph.D., M.Phil., MS, MBA

SZABIST, Karachi and Indus University, Karachi

Corporate Social Responsibility
Good Corporate Citizenship
Getz Pharma's culture involves sharing success with the community at large. Within the purview of
health care, we have pursued philanthropic and non-commercial ventures and contributed towards
social consciousness, collaborating with Civil Society Organizations (CSO).
Lending a Hand - Prevention Initiatives

Developing effective drugs to combat disease and restore health is our goal. Educating the public
on disease prevention is our responsibility.
• Hepatitis C Screening Camps

- 200 camps conducted
- 11,000 patients screened free of charge
• Public Awareness Programs on Prevention of Hepatitis
- 500 Programs
• Diabetes Diagnosis Program
- 50,000 patients s
History
Getz Pharma was initially set up in 1995 by Getz Brothers & Co. Inc. Getz Brothers & Co.
distributes agricultural, biomedical, pharmaceutical, and technical products and consumer goods in
more than 23 countries in Asia and has a presence in these markets for the past 89 years.
Getz Brothers & Co. employs more than 5,000 people worldwide, having been founded in 1852 by
a Prussian immigrant Joseph Getz and his three brothers in Lower Lake, California. By the 1870s
Getz Brothers were marketing medicines, food products, and consumer goods to customers in
Shanghai, Hong Kong, Calcutta, and Madras.
At the time of its inception and formation in 1995, Getz Pharma employed 45 people, and had a
small revenue base with no international operations. Today Getz Pharma employs over 3,500
highly qualified people and has operations in South Asia, Central Asia, South-East Asia, Asia-
Pacific, the Middle East, and Africa. In most of these countries Getz Pharma has a direct presence
and is rated as the fastest growing pharmaceutical company.
Bankers And Auditors

Bankers
HSBC Bank Middle East Limited
Habib Bank Limited
Standard Chartered Bank (Pakistan) Limited
Barclays Bank PLC limited


Auditors
Ernst & Young Ford Rhodes Sidat Hyder
A Market Leader with Heart
The search for optimum human health is the main driver at Getz Pharma. In its effort to foster well-
being in the communities it serves, Getz Pharma enhances the quality of life through research and
development, manufacturing and marketing of pharmaceutical, biotechnology and health care
products.
Getz Pharma establishes its brand image through a robust and agile marketing and sales presence
in South Asia, Central Asia, Southeast Asia, Asia-Pacific, the Middle East and Africa. IMS rates
Getz Pharma as the fastest-growing company in the regions it markets its products.
The fact that our products are well accepted and their demand is growing in these countries is
because of the confidence imposed in their quality by the medical community and patients,
globally.
World-Class and cGMP-Compliant Manufacturing

We manufacture high quality branded generics that are leaders in their class, at our cGMP-
compliant facility in Pakistan. Licensors, molecule owners and inventors from around the world
avail our toll manufacturing and/or licensing services.
Our Corporate Heritage

Getz Pharma is a member of the Getz Group of Companies. Getz Brothers & Co. Inc. has
operations in 23 countries, primarily in Asia and Australia. Getz Brothers International distributes
consumer products, pharmaceutical products and medical devices in these countries.
Business Partnerships
Getz Pharma puts a premium on developing associations with companies that are committed with
passion and ethics in one or more of the following areas: contract research, contract development;
manufacturing; marketing; or distributing pharmaceutical, biotechnology and health care products.
Human Resource Development and Corporate Culture

The key to ensure quality of the products and maintain our market leadership is to develop the
quality of our people. One of Getz Pharma's key objectives is to ensure that its employees as one
of the best companies to work for in every country in which we operate rate Getz Pharma. Respect
for people, respect for our business associates and customers, a focus on safe technology,
teamwork and transparency are the core values upon which we build our corporate culture. We
aspire to stay agile, year after year, by creating a vision-driven organization that continuously
strives to empower its people. As a result, our people have very high energy levels and they set
very high goals for themselves for which they feel fulfilled and are rewarded.
Socially Conscious Company

Good corporate citizenship is top-of-mind at Getz Pharma. We engage in disease prevention
initiatives, and conduct free screening camps for Diabetes, Hepatitis, and other life-threatening


diseases. This way we maintain an unwavering focus on the well being of every community in
every region in which we operate.
Strengths
Smooth Governmental Interface

Getz Pharma has a highly skilled, effective and successful regulatory team in every market that we
operate in. Our regulatory team ensures early product registrations in our markets.
Research & Development

Getz Pharma has robust new product development. A highly qualified and trained team of
scientists, pharmacists, chemists and engineers in our Research & Development and operational
departments are working not only to develop new products but also to have a continuous
improvement in quality at a dedicated high-tech R&D site. The products developed by this team
conform over their shelf life to internationally accepted standards of quality, purity, efficacy and
safety.
Brand Leader in Eleven Molecules

Getz Pharma is brand leader in eleven molecules in the areas of Hepatology, Gastroenterology,
Cardiovascular and Diabetes, Pulmonary ENT & Chest, Rheumatology, and Infectious Diseases.
Research & Development

At Getz Pharma, our new product development program generally includes pre-formulation studies,
excipient compatibility studies, analytical methods development and validation, formulation
development and optimization, formal stability studies, and manufacturing process development
according to ICH Guidelines. At Getz Pharma, we also have a quality program dedicated to
continuous improvement of product quality of running products at a dedicated high-tech R&D site.
These laboratory-scale batches are subjected to stability as per the ICH norms. The complete
documentation of the laboratory data is presented in a format compliant with European standards
or in an FDA-compliant mode, depending on the targeted markets.
Getz Pharma also has research capabilities specializing in the design, testing and evaluation of
health care products for life sciences companies worldwide. Our technology development team
consists of scientists drawn from some of the best research organizations. Through a combination
of state-of-the art analytical instrumentation, infrastructure meeting global development standards,
and world-class expertise and level of scientific excellence, we ensure that our clients receive true
added value to their R&D projects, completed in the speediest and most cost-effective manner
without compromising data quality.
At Getz Pharma, we understand that a sound infrastructure meeting global standards is an

essential part of achieving our deliverables. Our laboratories are well-equipped to handle:
• Tablets, immediate release


• Tablets, controlled or sustained-release including MUPs
• Tablets, enteric coated
• Capsules, hard gelatin or HPMC, filled with powder, granules, mini tablets or pellets
• Capsules, controlled or sustained-release
• Oral liquids and suspensions
• Ocular drops, nasal sprays and inhalations
• Semi-solid dosage forms
• Injectable dosage forms including lyophilized products
• An ICH-compliant stability management program for testing stability
Business Partnerships
Getz Pharma puts a premium on developing collaborations with like-minded companies with values
and business strategies similar to Getz Pharma's for the eradication of disease.
Molecule Holders, Licensors and Distributors with relationships in Europe, South America,
North America, Japan, China and other large markets can access vast untapped markets in South
Asia, Central Asia, Southeast Asia, Asia-Pacific, the Middle East and Africa that comprise our
regions of operation.
Our business partners receive end-to-end solutions for their operations.
We ensure:
• Regulatory management and registration of pharmaceutical products with the respective

FDAs and Ministries of Health
• A creative and dynamic marketing team in each country of operation
• A highly passionate and proactive sales team in each country of operation
• Healthy financials, efficient supply chain and information systems
• Effective and robust distribution
Who we are
Getz Pharma manufactures and markets pharmaceutical, biotechnology and health care products.
Most of the brands that we market are brand leaders in the countries where we operate.
What we do
We develop, formulate and manufacture world-class branded generics, develop drug dossiers,
manage registration of pharmaceutical products, engage in contract research and development,
B2B partnerships, and offer marketing, sales and distribution in our regions of operation.
Why we are best in class

Giving our partners the results they seek takes agility, passion and a spirit of continuous
improvement. We are known to excel in every aspect of our operations that range from
Manufacturing to Marketing; Systems to Sales; Quality Control to Corporate Social


Responsibility.
We offer:
• Regulatory compliance, and compliance to world-class GMP and quality.

• Experience in bio-equivalence (B/E) studies at FDA-validated laboratories as well as B/E in
several Asian countries.
• An experienced regulatory affairs team in every country of operation.
• Systems to monitor daily/weekly/monthly sales and a field force reporting system.
• Rapid growth in several regional markets, with our brands as market leaders.
Making the world a better place

Our numbers show we are a dynamic company that delivers results to its business partners. The
thought remains that we are in the noble profession of restoring health and saving lives. A
humbling thought that motivates us, and is the basis of everything we do. If people breathe easier,
sing louder and live longer, then we gain the priceless satisfaction of playing our part in making the
world a better place.
Compare Getz Pharma's annual growth with that of the total pharmaceutical market in our regions
of operation and it becomes evident that we are best in class.
Getz Pharma Vs. Total Pharma Market Growth
Graphical Comparison of Getz Pharma Growth v/s Total Pharma Market


Marketing & Sales
Guiding Principles
Getz Pharma's marketing philosophy is to offer quality products that are bioequivalent to the
leader, at prices that are affordable to a diverse cross-section of the community, with a focus on
scientific information dissemination. Being socially responsible and adding value to the medical
community is an integral part of our philosophy.
Ensuring Outcomes
Getz Pharma marketing strategies are an ideal mix of public awareness campaigns, disease
awareness and prevention campaigns, scientific promotion, and customer relationship
management.
Expanding Overseas
In the international market, Getz Pharma's objective is to achieve a position of leadership in every
molecule within three years of launch in every market. Future plans lay a strong emphasis on
showing the flag in new geographical areas with special regard to countries in the Asia Pacific,
Central Asia, the African Markets and the Middle East.
Brand Leader
We are brand leaders in most of the therapeutic segments in each country in which we operate.
Fastest Growth
Getz Pharma has been rated by the IMS as the fastest-growing pharmaceutical company in
Pakistan, the Philippines, Vietnam and Sri Lanka. In several markets where we have entered
recently, we are likely to be rated as the fastest-growing company by the end of 2009.
Technical Operations
Manufacturing & Quality Assurance
Getz Pharma is a world-class producer of branded generic pharmaceutical products. Getz Pharma
produces specialty products at its state-of-the-art formulation plant. These include solid and liquid
oral dosage forms (tablets, capsules, syrups, suspensions and dry powder), and injections (sterile
liquid vials, sterile liquid ampoules, sterile dry powders and sterile lyophilized powders).
A highly qualified and trained team of scientists, pharmacists, chemists and engineers work in our
Research & Development and Operations departments, developing new products in an
environment that celebrates continuous improvement in quality.
Our manufacturing site has the latest analytical instruments. We monitor quality assurance through
quality systems that ensure the consistent quality of our products.


Our facilities comply with cGMP and WHO standards, and have consistently scored high with the
regulatory compliance.
The fact that our products are well accepted and their demand is growing globally reflects the
confidence in their quality by the medical community of doctors and patients.
Regulatory Affairs
Our diversified and extensive experience allows us to submit high-quality dossiers and get the
application right the first time. As a result, our products are registered in more than 30 countries.
Getz Pharma has an experienced regulatory affairs team in each of the regions where we operate
to ensure quick approvals of new products from the respective FDA/Ministry of Health of each
country. Our teams are qualified to handle all the scientific disciplines required for the successful
registration of new products in different territories.
Warehouse
Good Storage Practices (GSP) at Getz Pharma:
Getz Pharma has a world-class, state-of-the-art, automated, high-rise, temperature-controlled

pharmaceutical warehouse. This warehouse meets WHO and U.S. FDA guidelines for Good
Storage Practices (GSP). This warehouse optimizes space utilization in a covered area of 800,000
cubic feet and is equipped with two VNA (Very Narrow Aisle) Tri Lateral Stackers with
computerized and automated guidance systems that control speed based on the load height and
steering angle to travel within the aisles.
The warehouse has temperature monitoring and proper validated logging system with 24-hour,
round-the-clock backup generators to ensure the maintenance of the required storage conditions.
The facility is also equipped with beam detectors and a water sprinkler system for fire fighting.
Storage for Cold Chain Products
Temperature-sensitive products need extra vigilance for maintenance of storage conditions. The
U.S. FDA and WHO have stringent specifications for the design and construction of storage space
for cold chain products. Catering to this critical aspect, Getz Pharma's warehouse also houses cold
storage space for temperature-sensitive products.
Getz Pharma's Cold Storage space is 2624 cubic feet where temperature is maintained at 2° C -
8° C. This Cold Storage facility is equipped with a temperature chart recorder, digital thermometer,
backup generator and hooters to ensure the requisite vigilance. Calibrated devices are set on the
temperature between 2° C - 8° C and in the unlikely event of the temperature trend goes out of the
specified limits, an alarm sets off and sends the signals to the maintenance engineers who are
equipped to rectify the system within minutes. This system is operational and functional 24 hours a
day, 365 days a year.


Products
• Analgesic • Anti-osteoporotic
• Anti-retroviral
• Anti-Anginal
• Anti-rheumatic
• Anti-asthmatics
• Anti-Rheumatic (Selective Cox-2
• Anti-Bacterial inhibitor)
• Anti-coagulants • Anti-Spasmodic
• Anti-Convulsant • Anti-ulcerants (Proton Pump
Inhibitors)
• Anti-depressant
• Anti-virals
• Anti-diabetic
• Antibiotic - Cephalosporin
• Anti-Diabetic (Insulin Analog)
• Antibiotics
• Anti-Gout
• Antihistaminic and Antiallergic
• Anti-hypertensive
• Antihyperlipidemics
• Anti-infertility
• Antihypertensive & Antilipidemic
• Anti-Inflammatory
• Anxiolytics
• Anti-Inflammatory (Intestinal)
• Broad spectrum penicillin + beta
• Anti-lipidemic lactamase inhibitor
• Anti-Malarial
• Anti-obesity
Getz Pharma Cares
Getz Pharma Cares

At Getz Pharma, our intent is to ease suffering, restore health, lend a hand, and improve the quality
of life. Your life. As guardians of your well-being, we take quality assurance seriously.


We reach out
Vibrant communities consist of healthy individuals. We are committed to making a positive
difference in the communities in which we operate. Through education and outreach, we spread
awareness and bring relief where it is needed most.
Public awareness of disease prevention–our responsibility

Our informative documentaries, posters and brochures serve to educate urban and rural
communities on the steps needed to keep disease at bay.
As human beings we are all connected. The good news: we are able to share resources so that
everyone has a chance at a healthier, happier life. But this connectedness also makes us
vulnerable, because disease knows no boundaries, and pain does not discriminate.
Improving health and the quality of life through excellent products at affordable prices is the heart
of Getz Pharma's mission.
Why do we strive for cutting-edge R&D, stringent quality control, and active outreach in our
communities?
Because we care.
Questions:
Q. 1. After going through the case of Getz Pharma what do you understand regarding the success
factors of Getz Pharma, Please list down 1 to 10 success factors?
Q. 2. What is the most important factor for the phenomenal success of Getz Pharma in Pakistan &
overseas markets and why & how it is contributed in the success?
Q. 3. How Getz Pharma is different in Sales & Marketing strategies as compared to its local and
international competitors in Pakistan?
Q. 4. You have been appointed as a Director Marketing and Sales in the main rival company of
Getz Pharma and CEO asked you to beat Getz pharma in three years time period and gave you
absolute authority in order to take any possible and strategic decision. Assume Getz Pharma is Rs.
7Billion and your Company is Rs. 4 Billion right now?

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See discussions, stats, and author profiles for this publication at: https://www.researchgate.

Case Study: Getz Pharma – A Successful Journey

Research · May 2015

Rizwan Raheem Ahmed

Understanding Structural Equation Modeling View project

The user has requested enhancement of the downloaded file.

Prof. Rizwan Raheem Ahmed, Ph.D., M.Phil., MS, MBA

Lending a Hand - Prevention Initiatives

• Hepatitis C Screening Camps

Bankers And Auditors

Prof. Rizwan Raheem Ahmed, Ph.D., M.Phil., MS, MBA

World-Class and cGMP-Compliant Manufacturing

Our Corporate Heritage

Human Resource Development and Corporate Culture

Socially Conscious Company

Prof. Rizwan Raheem Ahmed, Ph.D., M.Phil., MS, MBA

Smooth Governmental Interface

Research & Development

Brand Leader in Eleven Molecules

Research & Development

At Getz Pharma, we understand that a sound infrastructure meeting global standards is an

• Tablets, immediate release

Prof. Rizwan Raheem Ahmed, Ph.D., M.Phil., MS, MBA

Our business partners receive end-to-end solutions for their operations.

• Regulatory management and registration of pharmaceutical products with the respective

Why we are best in class

Prof. Rizwan Raheem Ahmed, Ph.D., M.Phil., MS, MBA

• Regulatory compliance, and compliance to world-class GMP and quality.

Making the world a better place

Getz Pharma Vs. Total Pharma Market Growth

Graphical Comparison of Getz Pharma Growth v/s Total Pharma Market

Prof. Rizwan Raheem Ahmed, Ph.D., M.Phil., MS, MBA

Marketing & Sales

Manufacturing & Quality Assurance

Prof. Rizwan Raheem Ahmed, Ph.D., M.Phil., MS, MBA

Good Storage Practices (GSP) at Getz Pharma:

Getz Pharma has a world-class, state-of-the-art, automated, high-rise, temperature-controlled

Storage for Cold Chain Products

Prof. Rizwan Raheem Ahmed, Ph.D., M.Phil., MS, MBA

Getz Pharma Cares

Getz Pharma Cares

Prof. Rizwan Raheem Ahmed, Ph.D., M.Phil., MS, MBA

Public awareness of disease prevention–our responsibility

Prof. Rizwan Raheem Ahmed, Ph.D., M.Phil., MS, MBA

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