The use of traceability information throughout the Brazilian pharmaceutical industry’s supply chain

Abstract

This paper analyzes the information flow along the pharmaceutical industry’s value chain, focusing on traceability data that is gathered in compliance with the country’s legislation. The objective of the study was to find out how such transactional data converts into information for tactical and strategic decision making. Eight key executives were interviewed, including: the president of the National Association of Pharmaceutical Laboratories; the president of the wholesalers’ association and executives of two IT companies that collect and distribute information and market intelligence. Results show that the huge amount of data which results from the obligation of the pharmaceutical industry in tracing its products, can be (and is) used to better understand the market. While the sales force uses it as an instrument to determine sales targets and objectives, marketing people use it as a tool for strategic planning for future market action. Keywords: pharmaceutical industry; traceability; supply chain; information flow