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European Biopharmaceutical Review

Think Global, Act Local

As competition continues to grow within the pharmaceutical industry, companies that trade on an international scale will need to find new ways to view their market, says Gary Muddyman of Conversis

Pharmaceutical companies, for so long highly successful in R&D and international marketing, are facing broader challenges in the fight to retain profit levels in an increasingly competitive global market. Companies currently trading within the $400 billion plus pharmaceutical industry are experiencing an unprecedented level of global competition, as well as demand for increased customisation, volatile end-consumer demand and shorter product lifecycles. To make the situation even more complex, the pharmaceutical supply chain now covers many countries where different customs and cultures come into effect and distribution is organised over various tiers. As a result, lack of co-operation or collaboration can be highly disruptive – particularly where companies are expected to react immediately to sudden changes in demand.

Modern pharmaceutical companies are having to reach an increasingly sophisticated customer, whilst bringing products to market within much shorter timescales. As a result, there is currently a renewed focus on speed-to-market to support the R&D and


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Gary Muddyman is Managing Director and CEO of Conversis, a leading UK-based provider of globalisation, internationalisation, localisation and translation (GILT) services. Gary co-founded Conversis and, as Managing Director and CEO, he leads the company’s strategic business development. He has successfully launched the company’s full range of technology, business and marketing products and services within more than 30 markets worldwide. He also serves on the board of Ruxley Holdings. Prior to joining Conversis, Gary served as Director of Operations for K International Plc. He has also spent 16 years working for London-based HSBC Asset Finance UK Ltd, and helped to create the Metropolitan Collection Services, the debt management arm of HSBC. Gary received his Master’s degree in Business Administration from Warwick University.
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