Celesio is a multi-national healthcare company whose core businesses are pharmaceutical wholesaling and retailing. They operate in a number of Western European markets, most notably France, Germany and the UK. In recent years acquisitions in Brazil have expanded their international footprint. The most notable and recognisable brands in the UK are Lloyds pharmacy and AAH Pharmaceuticals.
In 2009 the group also consisted of Movianto (healthcare logistics); pharmexx (outsourced sales and marketing) and Evolution Homecare.
Healthcare markets across Western Europe were in significant transition due to economic pressure upon government healthcare budgets and the changing dynamics of drug companies caused by the “off-patent” cliff”. Consequently the future margin streams from doing “business as usual” were under considerable threat and the response from Celesio was a strategic innovation;
Recognise drug companies as customers
Integrate the individual companies within the Celesio portfolio to provide a coordinated proposition from pharmacies, wholesaling, logistics, outsourced sales and marketing and homecare
Generate new revenues by providing innovative services to drug companies fulfilled by the new Celesio proposition
Create a new organisation to deliver this strategic innovation
Task given to STAR
STAR were invited to support the rapid development of a new business unit with a central sales & marketing unit with corresponding units in 14 markets
STAR Commercial supported the specific development of the sales teams both centrally and nationally in order to deliver the Celesio methodology of customer management consistently and to a high standard. In addition specific planning processes were introduced and briefed through individual workshops and national conferences.
Within 18 months the new business unit had achieved critical mass with a supporting national and international structure. In particular the planning process had supported the development of new services from a bespoke service portfolio which led to the generation of significant revenue projects.