Viktoriya Spivak: “In Kazakhstan and Uzbekistan, our competitive edge…

In the lead-up to the Eurasian Pharmaceutical Summit, set for September 17-19 in a hybrid format with an offline part in Tashkent, Natalia Baeva, Director of the Global Pharmaceutical Leaders’ Club, met with Viktoriya Spivak, Commercial Director of Proxima Research International.

Proxima Research is the Analytical Partner of 2024 summit. In the interview, Viktoriya discussed global and Eurasian pharmaceutical market trends, approaches to data collection and analysis in Kazakhstan and Uzbekistan, and Proxima’s plans for geographic expansion and product portfolio growth. 

For over 25 years, Proxima Research has been a key supplier of technological innovations, analytical data, and services to pharmaceutical companies. Their products are available in more than 50 countries, with offices in Kazakhstan, Uzbekistan, Ukraine, the USA (Florida) and Europe (Bratislava).

Natalia Baeva, Director of the Global Pharmaceutical Leaders’ Club: What trends does Proxima Research observe in global pharmaceutical markets, particularly in Europe, Latin America and the Eurasian region?

Viktoriya Spivak, Commercial Director of Proxima Research International: A common challenge across all markets is the increasing difficulty in reaching healthcare professionals due to their growing workloads and access restrictions. Pharmaceutical companies must become more useful to healthcare workers, utilizing available time efficiently and providing valuable support through the right channels at the right time. 

Trust in the pharmaceutical industry is eroding worldwide, partly due to the behavior of some companies. To counter this, pharmaceutical companies need to become experts, trusted consultants, offering content based on clinical studies and recommendations that are relevant and easily accessible to healthcare professionals. 

As pharmaceutical companies develop at a different speed, expand their product portfolios and introduce complex new medicines, it’s increasingly challenging to be the expert conveying this information. Personalized, omnichannel communication is crucial, and the role of Medical Science Liaisons is growing globally. 

The rapid pace of development means that data collected by pharmaceutical companies quickly becomes outdated. Keeping data relevant is a crucial trend. 

All business processes, including those in the pharmaceutical industry, now involve artificial intelligence to varying degrees. AI applications in pharma are diverse, including audio and photo content recognition, comparing pharmacy display photos with planograms, and text recognition. It’s becoming common for AI to conduct phone interviews during research, using human-like voices. Multilingual AI is crucial for global corporations to ensure processes are understood by headquarters and supported in local languages. 

AI’s role in updating data, segmentation, and audience targeting is significant. Previously, targeting was based on potential and loyalty, but now AI processes vast amounts of data, incorporating behavioral characteristics like social media activity and interests. This enables more accurate audience segmentation and targeting. 

Differences across countries in Eurasia stem from varying mentalities, traditions, and socio-cultural, political, economic, regulatory, and social factors. For example, while Medical Science Liaisons are common in Europe and America, they are not yet prevalent in Eurasia. Different KPIs and recruitment approaches exist, and while Eurasia may soon adopt these practices, there are still regulatory and economic factors influencing market trends. Despite some restrictions on visiting doctors in Eurasian countries or pharmacists in some European countries, these challenges encourage finding alternative communication channels.

Natalia Baeva, Director of the Global Pharmaceutical Leaders’ Club: In recent years, experts have flagged market measurement and data analytics as key challenges in the Eurasian markets. Do you see any progress in this area, and what changes are needed to enhance the accuracy of analytical data?

Viktoriya Spivak, Commercial Director of Proxima Research International: Let me highlight what our company offers and why our data is reliable and essential for making business decisions in the pharmaceutical market. In Kazakhstan and Uzbekistan, we conduct comprehensive pharmaceutical market audits and collect tertiary sales data directly from pharmacies – what we call Sell Out data. This data provides an accurate and complete picture of sales and real product consumption, offering a significant competitive advantage, especially in Uzbekistan where we are the sole providers of such data. 

In Kazakhstan, we’ve been using this tool since 2018, sourcing data from pharmacy chains and fiscal data operators. Over the past two years, we’ve significantly improved the quality of this data by increasing our direct data sample to cover 70% of all points, with only a small portion extrapolated. We ensure data quality through rigorous statistical processing. Additionally, we’ve enhanced the frequency of updates; we now offer weekly data reports available just eight days after the period ends, compared to monthly reports previously. 

For Uzbekistan, we’ve recently launched the only tertiary data product for pharmacy sales, starting in early 2024 with historical data from January 2023. This allows for dynamic period comparisons crucial for business decisions. Currently, we provide monthly data but are working towards more frequent updates. 

Another innovation we’ve implemented is delivering analytics through the advanced Power BI platform. This provides standardized data formats, interactive visualization, and seamless integration with PowerPoint, allowing real-time data updates during presentations. This option is available in both Kazakhstan and Uzbekistan. 

Natalia Baeva, Director of the Global Pharmaceutical Leaders’ Club: What are Proxima Research’s priorities today in terms of geographical expansion and product portfolio development?

Viktoriya Spivak, Commercial Director of Proxima Research International: Until 2021, we were mainly a regional player in the CIS markets. That year, we decided to internationalize and expand our business. In 2022, we launched operations in the USA. In 2023, we introduced Proxima Cloud CRM, a key product we’re scaling globally. This includes a comprehensive ecosystem with a database and modules to boost employee efficiency worldwide, featuring tools for territory management and more. We’ve refined this product, secured a trademark in the USA, and protected it with copyrights for global sales. 

In early 2024, we partnered with Amazon Web Services, offering Proxima Cloud CRM in multiple countries. Now, you can purchase and deploy it via Amazon in just hours. Amazon guarantees our product’s security, technological edge, and compliance with all legal requirements. As we scale, we’re focusing on technological solutions, data analysis, and retail audits. It’s about our plans for Europe, the USA, and Latin America.

For our established markets, our strategy is to enhance data quality, expand services, and improve existing products in Kazakhstan, Uzbekistan, and other Eurasian countries.

Vladislav Bessarabov: “We’re eager to ramp up our presence…

Vladislav Bessarabov, Head of Strategic Business Unit Eurasia at Bosnalijek, gave an interview to Natalia Baeva, Director of the Global Pharmaceutical Leaders’ Club at the Kazakhstan Pharmaceutical Forum. He outlined Bosnalijek’s development priorities in the Kazakhstan market. Bosnalijek has been actively participating in the Global Pharmaceutical Leaders’ Club conferences for several years and will be the “Pharmaceutical Partner” of the Eurasian Pharmaceutical Summit 2024, set to take place in Tashkent and online on the 17th – 19th September.

Natalia Baeva, Director, Global Pharmaceutical Leaders’ Club: What challenges does your company face today in the Kazakhstan market?

Vladislav Bessarabov, Head of Strategic Business Unit Eurasia, Bosnalijek: We have healthy ambitions to participate more actively in the Kazakhstan market and to develop our portfolio both quantitatively and qualitatively. We aim to independently manage the marketing of our products in Kazakhstan, focusing on our prospects for 2024 and beyond.

There are regulatory challenges related to registration activities in the market, including supranational registration procedures within the EAEU and price regulation. These are tasks we need to address with regulatory authorities, and I am confident we will overcome them. 

Natalia Baeva, Director, Global Pharmaceutical Leaders’ Club: How do you benefit from participating in the Global Pharmaceutical Leaders’ Club conferences?

Vladislav Bessarabov, Head of Strategic Business Unit Eurasia, Bosnalijek: The Kazakhstan Pharmaceutical Forum is a unique opportunity to collectively listen to each other, exchange opinions, and discuss one-to-one with colleagues and partners in the supply chain the business tasks we set for ourselves in each country. The word “balance” was mentioned many times at the conference, highlighting the necessity to find equilibrium in these direct discussions to ensure the interests of manufacturers, distributors, pharmacy chains, consumers, and government authorities. This dialogue helps us communicate with colleagues, clear up misconceptions, and find the right path to successfully implement our strategy as a manufacturer. 

Proxima Research: Kazakhstan and Uzbekistan showed growth in pharma…

In the first quarter of 2024, the largest pharmaceutical markets in Central Asia grew: Kazakhstan’s retail market increased by 5%, and Uzbekistan’s by 8%. These insights come from Proxima Research, the Analytical Partner of the 5th Eurasian Pharmaceutical Summit which will be held by the Global Pharmaceutical Leaders’ Club on the 17th – 19th September in Tashkent and online.

Proxima Research’s report offers an in-depth look at the development trends of the pharmaceutical markets in Kazakhstan and Uzbekistan. It covers the various reforms implemented in these countries and highlights the aspects of promoting drugs in these markets.

For a comprehensive analysis of these dynamic markets, read the full Proxima Research report.

Proxima Research has been creating healthcare products and services for over 25 years, helping clients reach new heights of business efficiency. Their impressive portfolio includes partnerships with over 300 clients in 40 countries. The company provides expert solutions in market data, CRM / ETMS integration and support, HCP / HCO database management, omnichannel marketing, BI solutions, market research, and consulting, with a special focus on pharmaceutical business development. 

The Eurasian Pharmaceutical Summit will delve into the development trends of the pharmaceutical markets in Central Asia, the Caucasus, and Eastern Europe. Analytical data provided by the summit partners, including Proxima Research, will equip attendees to identify new growth opportunities and refine their strategic direction.

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Proxima Research is the Analytical Partner of the 5th…

Global Pharmaceutical Leaders’ Club is pleased to announce Proxima Research as the “Analytical Partner” for the 2024 Eurasian Pharmaceutical Summit taking place in Tashkent and online on the 17th -19th September!

With 25+ years of expertise, Proxima Research elevates business performance in healthcare. Company’s portfolio boasts 300+ partners across 40+ countries.

Proxima Research delivers expert solutions in market data, CRM/ETMS integration, HCP/HCO database management, omnichannel marketing, BI implementation, and market research. Specializing in pharmaceutical business development, Proxima Research is a go-to partner for success for every player in this sector!

More information about Proxima Research

IQVIA has become the Partner of the 5th Eurasian…

The Global Pharmaceutical Leaders’ Club is pleased to announce that IQVIA has become the Partner of the Eurasian Pharmaceutical Summit 2024.

The Eurasian Pharmaceutical Summit is the only conference gathering all the major stakeholders of the pharmaceutical markets in the countries of Central Asia, the Caucasus and Eastern Europe.

IQVIA is a global leader in healthcare analytics and pharmaceutical research. The company provides unique data and insights that aid in making informed decisions within the industry. Its mission is to contribute to improving patient health and well-being by supporting innovations and optimising clients’ business processes.

At the Eurasian Pharmaceutical Summit, cutting-edge market data from the Eurasian region will be unveiled, empowering participants to make sharp, informed decisions.

Detailed information about the company.

AstraZeneca has become a Pharmaceutical Partner of the 5th…

Global Pharmaceutical Leaders’ Club announces that AstraZeneca has joined the Eurasian Pharmaceutical Summit 2024 as a Pharmaceutical Partner. 

AstraZeneca stands at the forefront of the biopharmaceutical industry, driven by a commitment to science and innovation. With its headquarters in the UK, this global powerhouse is dedicated to discovering, developing, and commercializing prescription medicines in oncology, rare diseases, and various biopharmaceutical sectors, including cardiovascular, renal, metabolism, respiratory, and immunology. Operating in over 100 countries, AstraZeneca’s trailblazing treatments improve the lives of millions of patients around the world.

Detailed information about the company.

Maria Shipuleva: “We would like to expand the dialogue…

Maria Shipuleva, Head of AstraZeneca’s Representative Office in Kazakhstan shared the company’s priorities in the country with Natalia Baeva, Director of the Global Pharmaceutical Leaders’ Club. They discussed the company’s direction in Kazakhstan and ways to enhance market regulation efficiency to expand patient access to innovative medicines. The interview was taken at the Kazakhstan Pharmaceutical Forum. AstraZeneca will participate in the Eurasian Pharmaceutical Summit, which focuses on market trends in Central Asia, the Caucasus, and Eastern Europe. The dialogue with regulators from various countries, including Kazakhstan, will continue at the summit.

Natalia Baeva, Director of the Global Pharmaceutical Leaders’ Club: What trends do you see in the Kazakhstan market and what priorities do you set for your company in the current conditions?

Maria Shipuleva, Head of AstraZeneca’s Representative Office in Kazakhstan: In 2023, AstraZeneca’s workforce in Kazakhstan more than doubled, and we entered 2024 with a robust team of 200 employees. However, we are not stopping there; growth remains our focus. To solidify our presence, we registered an LLP in September 2023, paving the way for long-term collaboration with the state and various market associations. In 2024, we will transition to full-fledged LLP operations, including opening our own warehouse to reduce logistics dependency and ensure reliable medicine supply.

2023 underscored the importance of innovative healthcare in Kazakhstan, with numerous regulatory documents signed to boost the presence of innovative companies. A key focus is contract manufacturing within Kazakhstan, and we are already progressing towards this goal. We aim to sign a contract manufacturing agreement this year to start technology transfer and local production by 2025 – an ambitious but achievable timeline.

We are also initiating steps to include patients in Kazakhstan in clinical trials, marking the first time local patients will participate in phase 3 trials. Additionally, we plan to launch at least four real-world evidence studies in 2024. 

Expanding cooperation in diagnostics is critical for us. We have a longstanding commitment to oncology and orphan diseases in Kazakhstan, and we are poised to increase our contributions in these vital areas.

Natalia Baeva, Director of the Global Pharmaceutical Leaders’ Club: As an innovative company, what improvement opportunities would you discuss with regulators? Where do you see potential in Kazakhstan to make medicines more accessible to patients? 

Maria Shipuleva, Head of AstraZeneca’s Representative Office in Kazakhstan: We would like to keep strengthening the dialogue between business and government in Kazakhstan. While this dialogue is ongoing, closer cooperation is essential. Regulation here is evolving quickly, so we must focus on upcoming changes over the next few years. Our industry is particularly concerned about the harmonization of pharmaceutical drugs registration certificates. We as an industry faced challenges with document compliance in the past, so we need clear communication to minimize the risk of medicines shortages.

Another urgent matter is the labeling of unregistered pharmaceutical drugs, which could hinder access for orphan patients, especially minors. It’s crucial to ensure these essential medicines can be imported without unnecessary hurdles.

Natalia Baeva, Director of the Global Pharmaceutical Leaders’ Club: What were your takeaways from the forum? How does your company benefit from participating in such gatherings?

Maria Shipuleva, Head of AstraZeneca’s Representative Office in Kazakhstan: Your platform facilitates vital communication between industry and government bodies, enabling us to exchange experiences, expectations, and concerns. Without such forums, our opportunities for dialogue would be limited. It’s crucial for us to hear the regulator’s position and understand the approach. Equally important is for the regulator to grasp the intricacies of doing business, including not just long-term strategy but also specific proposals for smoother collaboration with the industry.

With participation from both innovative companies and manufacturers of dietary supplements and generics, these forums offer a unique opportunity to collaborate on long-term regulatory improvements. Together, we can explore avenues to enhance regulation for the benefit of all stakeholders.

Olainfarm is the Pharmaceutical Partner of the 5th Eurasian…

The Global Pharmaceutical Leaders’ Club proudly welcomes Olainfarm as a “Pharmaceutical Partner” for the second consecutive year at the Eurasian Pharmaceutical Summit, set to take place in Tashkent and online on the 17th – 19th September. 

Elena Bushberg, Executive Director of Olainfarm, will take the stage as a speaker at the Eurasian Pharmaceutical Summit. She emphasized the strategic importance of Central Asian countries, highlighting initiatives to expand staff, invest in technology, and drive educational activities. Bushberg underscores the summit’s role in gaining insights into regional developments, new regulations, and emerging trends to navigate them effectively. 

Read the full version of the interview with Elena Bushberg. 

With over 50 years of market expertise, Olainfarm specializes in producing pharmaceutical drugs for nervous and cardiovascular system disorders, along with antiviral, antibacterial, and antiallergic medicines. Its products are distributed across 60+ countries. 

Join industry leaders at the Eurasian Pharmaceutical Summit to explore market trends in Central Asia, the Caucasus, and Eastern Europe!

We can’t wait to see you in-person and online this autumn! 

Elena Bushberg: “For our company, it’s crucial to foster…

Olainfarm consistently participates in the Eurasian Pharmaceutical Summit, a premier event organised by the Global Pharmaceutical Leaders’ Club. For the second consecutive year, the company proudly supports this pivotal gathering as a “Pharmaceutical Partner”. Elena Bushberg, Executive Director of Olainfarm spoke with Natalia Baeva, Director of the Global Pharmaceutical Leaders’ Club, about the company’s strategy in the region, its approach to partner relationships and the execution of digital projects.


Natalia Baeva, Director of the Global Pharmaceutical Leaders’ Club: Olainfarm has been an active participant in the Eurasian Pharmaceutical Summit for several years, underscoring the region’s significance to your company. Could you elaborate on the strategy you’re pursuing in this region?

Elena Bushberg, Executive Director of Olainfarm: Central Asia holds a pivotal role in our strategic focus. After a thorough analysis of economic indicators and growth prospects, we’ve aligned our strategy accordingly. The region’s politics also factor significantly into our decision-making. We identified key countries for expanding our workforce, investing in technology, and fostering educational initiatives. Notably, in Uzbekistan, we recognize the government’s initiative as catalysts for rapid economic advancement.

The summit provides a unique chance to delve into the dynamics of these countries, staying abreast of new regulations and emerging trends to navigate them adeptly. Take serialization, for instance, already in force in Uzbekistan and soon to roll out in Kazakhstan and Kyrgyzstan. Our conference engagements have been instrumental in grasping these requirements and adjusting accordingly. Case in point: in Uzbekistan, we pioneered supplying labeled products from overseas. We’re geared up to tackle similar challenges in Kazakhstan and Kyrgyzstan with equal success.

Natalia Baeva, Director of the Global Pharmaceutical Leaders’ Club: Tell us what approach you take when developing relationships with partners.

Elena Bushberg, Executive Director of Olainfarm: We firmly believe that strong partnerships are the cornerstone of business growth. When selecting partners, we meticulously assess their operations in their respective countries, as this is crucial to us. We prioritize sincerity and transparency in our relationships, fostering trust as the foundation for collaboration. At the Eurasian Pharmaceutical Summit 2023, we were honored to receive the “Partnership of the Year” award for our collaboration with Meros Pharm. Prior to forging an exclusive partnership with them, we thoroughly evaluated their market operations, growth strategies, approached to staff development and motivation, and logistics schemes. This firsthand experience cemented our decision to embark on an exclusive partnership, propelling us forward together and injecting fresh momentum into our endeavors.

Natalia Baeva, Director of the Global Pharmaceutical Leaders’ Club: Over the past two years, you’ve also been honored with awards in the “Digital Project of the Year” category. What guiding principles does the company follow when developing and executing digital initiatives?

Elena Bushberg, Executive Director of Olainfarm: The crux of our digital projects lies in a broader philosophy beyond mere channel digitalization, as channels merely serve as conduits for conveying key messages. Patient-centricity is paramount in all our digital endeavors. Recognizing the challenges patients face in acknowledging their needs and accepting their situations, we prioritize emotional well-being and access to information. Rather than selecting digital tools first, we craft concepts on effective patient communication and doctor-patient rapport. Take “Cosmic Calm”, for instance. In response to rising anxiety levels globally, especially among young patients, this project aims to foster trust between parents and doctors. By providing valuable insights into symptoms and enabling seamless communication, it empowers parents to intervene early while granting doctors access to patient diaries for tailored treatment. Launched in Kazakhstan and Uzbekistan, this initiative involves approximately 3,000 neurologists collaborating with parents and young patients.

Olainfarm and Zdorovie.ru have become the winners in the…

Olainfarm and Zdorovie.ru have become the winners in the nomination “Digital Project of the Year” of the contest for the Eurasian Pharma Awards 2023 for the joint project “In the Rhythm of the Heart”.

The project enables cardiologists and patients with atrial fibrillation to remotely monitor the patient’s condition and ECG parameters for those undergoing antiarrhythmic therapy. This allows assessing the effectiveness and safety of pharmaceutical drugs therapy and enabling informed clinical decisions. The project was implemented by Olainfarm using Zdorovie.ru and Zdorovie.ru Doctor applications.

Andrey Moskvich, the General Director at Olainfarm Russia and Eric Brovko, the Founder and CEO at the Zdorovie.ru platform, were invited to receive awards.

Upon receiving the award, Andrey Moskvich highlighted: “This recognition means that we are heading in the right direction. It will motivate us to develop the project further and help more patients. This is the result of cooperative work of Olainfarm together with the cardiology community and our long-term partner, the Zdorovie.ru team”.

Eric Brovko emphasized: “For us, it is truly valuable to receive such an award because recognition motivates us to drive innovations. This partnership could not be successful without two important principles. First and foremost, it is trust that forms the basis of our relationships, and secondly, it is tolerance for mistakes and a culture of innovation that unites.

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