CV Issue 2 2018
36 CORPORATE VISION / Issue 2 2018 , Sintetica is a Switzerland based pharmaceutical specialist dedicated to creating innovative solutions to global healthcare problems. AugustoMitidieri, who won 2017 - European CEO of the Year in our coveted Corporate Excellence Awards 2017, talks us through the firmand the strategies it has employed to achieve the phenomenal success it has achieved since inception. Respect, What Else? Established 1921 in Switzerland, Sintetica is a pharmaceutical company delivering injectable anaesthetics and analgesics to patients worldwide, through innovative science and excellence in development, production and marketing. Augusto discusses the firm’s global strategy and how it works to create a coherent business model despite the vastness of the operation. “At Sintetica, our sites are located in Switzerland, Germany, Austria, Italy and United Kingdom. The Headquarter is in Mendrisio, Switzerland, where among others, innovation department employees 15% of total work force. The Swiss manufacturing sites of Mendrisio and Couvet have production capacity of 60 million ampoules, 5 million infusion bags and over 5 million vials (production capacity increase to 10 million on going). “Local anaesthesia and pain relief are two areas in which we have been the market leader for many years in Switzerland. Moreover, we are also seeking to develop a leadership position in the growing field of neuromodulation. Beginning in 2012, we established the global division, which was the first international corporate structure. The global division was tasked with pursuing international growth under two distinct models, being a B2B licensing strategy and somewhat later a B2C strategy in select markets. “Under the B2B model, we sought to license out our top brands to partners with whom we shared values. Foremost among these values is that people and relationships, including business relationships, come first, and thus Sintetica seeks to build business by finding partners with whom we can share our values. As such, all our partners must meet strict ethical criteria and share our innovation driven 1711CV21 ‘quality without compromise’ value proposition. This was the most critical and difficult challenge we have faced since beginning our internationalization efforts, however I am proud to say that we have been very successful. “Today, we have submitted more than 300 product registrations in over 100 different countries via the network of partners we have built over the last five years. The first phase of expansion covered North, Central and South America, South East Asia, and the Pacific. Many of these registrations have yet to come through, but so far, we have seen strong growth in the US, and some good returns in the Pacific. YOY Global Division growth is largely exceeding 70%, consolidating the impressive growth stream of the last years.” Through his role as CEO, Augusto has a myriad of responsibilities within the firm, particularly human resources. He outlines how he is helping to drive excellence within the firm through his latest project.
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