POLITICS FINANCE THE PROPERTY BUSINESS SOCIETY LAW COMPANY NEWS INCIDENTS LIFE STYLE Fresh release Media Who is who Interview Opinions Ratings Blogs Archive What is really happening In Omsk Monday, November 19 -11 C ° Traffic jams: 5 points Central Bank rates: $ 65.9931 € 74.9022 home → Newspaper archive → Issue No. 2 Tatyana BOCHAROVA, Director of Pharmdelo LLC and Liniya Zhizni pharmacy chain: "When all top managers - Natur-Product-Irtysh CJSC left after me, we decided to create our own network of pharmacies" January 16, 2008 16:35 0 2192 In August 2007, Tatyana BOCHAROVA, who for 12 years headed the Omsk enterprise of the St. Petersburg holding "Natur Product" and the network of pharmacies CJSC "Natur Product-Irtysh", quit her job without advertising the reasons for her departure. Today BOCHAROVA manages his own pharmaceutical company Pharmdelo LLC and the Liniya Zhizn pharmacy chain. KV correspondent Olesya KUZNETSOVA asked Tatyana Nikolaevna about her new business project. - Tatyana Nikolaevna, how did you come up with the idea to open your own pharmaceutical company? - After I left the post of general director of CJSC Natur Product-Irtysh, I, frankly, had no plans to engage in the pharmacy business, I was inclined to find an application for myself in the field of consulting. But when all the top managers of Natur Product-Irtysh also decided to leave the company, everything was determined by itself - colleagues proposed to create their own pharmaceutical company and a network of pharmacies. Of course, we thought that maybe it would be better to do another business, since the pharmacy market in the city is already saturated, the competition is very high. But then we decided that it was better to do what we already know very well. We independently developed a brand, launched it ourselves, now we are experimenting calmly, we enjoy and profit from what we love. - Why was the network called "Life Line"? - At first they wanted to call it simply "Pharmacy" - short and clear. Then they decided that they needed to somehow stand out. Invented the "Life Line" means that the pharmacy accompanies a person throughout his life from infancy to old age, helps to maintain and strengthen his health. We tested this name on customers, on pharmacists - for many, it evokes only positive associations in relation to a pharmacy. For comparison, when we tested the new brand of Natur Product - Healthy People - although I really like it, many respondents had a question, where, then, should unhealthy people turn to? - When did the first pharmacy open? - In October we opened the first pharmacy "Life Line", then four more - on Kosmichesky Avenue, on Bogdan Khmelnitsky Street, on Marksa Avenue and on Zaozernaya Street. - Where did you get the initial capital? - Attracting investments is not a problem for competent management. This is raising funds from various sources, including bank loans. - How much does it cost to open one pharmacy today? - The amount depends on the format of the pharmacy, on its area, on the equipment - from about 500 thousand to one million rubles. Inventories, of course, are not included in this amount. Most of the costs are spent on the purchase of software for product accounting, sales analysis, etc. - 20%. We do not spend money on advertising, since a pharmacy is not an enterprise that needs wide advertising, the only thing is that the sign must be bright and noticeable. - And what about the payback period for pharmacies? - A long time, of course, a year and a half. In fact, this is a very troublesome and low-profit business, but, as they say, where he was born, he came in handy there, this is to the question "Then why?". So far, almost all of our four pharmacies are meeting the planned sales volumes - Were there any problems with the selection of premises? - Before the opening, we feared that the search for suitable premises would take a long time, but nevertheless we succeed in this and even a little faster than planned. The choice today is not great, but, on the other hand, construction is not standing still either. We have our own two premises under the pharmacies, and we rent two. - What format are your pharmacies and why exactly this? - Two pharmacies operate in self-service mode and two counters. The format depends on the area of the sales area and the traffic of the premises. We made the pharmacies located along the highways in the open access format, since there is a large flow of customers, and in the sleeping areas - counter-type, since there trade is more relaxed, customers often turn to a pharmacist for advice. Each pharmacy serves at least 200-500 people a day. - What is the price segment of pharmacies? - We focus on the audience of average income - we do not dump, as, for example, the Semeynaya drugstore did. Even at the opening, they did not set specially low prices or discounts. I believe that this is the most optimal price segment for our network, although the solvency of Omsk residents is, of course, low, compared to other cities with a million inhabitants, so we are not going to create premium-class pharmacies either. We focus mainly on young people, people who think about their health, are engaged in the prevention of diseases. Programs are also provided for pensioners, for example, from 7 to 12 o'clock in our pharmacies there is a 6% discount for them. - How did your competitors react to the emergence of a new brand? - They reacted very seriously, because they knew that a prepared and, most importantly, understandable team was behind the new brand. Suppliers and business partners left over from the times of Natur Product also took us seriously - they agreed to cooperate with us without any problems, despite the short life of the enterprise. Of course, now we are not VIP clients for them, as we were at Natur Product, but I hope that soon our pharmacies will also fall into this category. It was easy for us to enter the market, because we have been brewing in this juice for 12 years. We know everyone on the pharmaceutical market, and everyone knows us well and trusts us. Some suppliers gave us the goods for sale just on our word of honor. - What suppliers do you work with? - With Katren, SIA, ROSTA, Protek and others. We have no problems with the supply of drugs. - Does Life Line work with the DLO system (additional preferential provision)? - No, we have had enough trouble with this system at Natur Product, where one pharmacy served beneficiaries. Pharmacies earn absolutely nothing on DLO, this is an extra headache. Very different people make money here, and pharmacies are used only as a transshipment base. - What is the situation on the Omsk pharmaceutical market today? - Today, local pharmacy chains occupy very strong positions on the Omsk market, unlike many other cities, where almost all serious players have already been bought out by large federal operators or capital investors. The market leaders are Zdrava, Medikeya, and Family pharmacies have been actively developing lately. Random single pharmacies do not open today, as they did during the growth period. The market is already saturated and divided between strong network players, and if new brands appear, they are created not by newcomers, but by people like us who have been working in the market for a long time. The positions of national networks in Omsk, in my opinion, are weak. Natur Product was a strong player, but recently, due to internal rearrangements, it has dropped significantly - the network will undoubtedly develop, but it will be difficult for it to make up for lost opportunities. - How strong are the positions of state pharmacies? - Today, in my opinion, they have no positions at all - before we somehow felt their presence on the market. Today state pharmacies are being actively privatized. Since there is a redistribution of property, it’s not yet business. Fifteen pharmacies, 49% of whose shares were sold in 2007 to Terafarma, and these are some of the best pharmacies in the country, have also not distinguished themselves in any way. - What plans does Line of Life have? - We are not going to actively capture the market, it just happened so successfully that in a short period we managed to open five pharmacies at once. In the first quarter of 2008 we plan to open four more pharmacies - on the Left Bank, in the central part of the city and in the Oil Industry. We will not create a very large network, a maximum of 10-15 pharmacies is the limit for the administrative elite of six people that we have, since the network must first of all be really manageable. At Natur Product we have managed 45 pharmacies and we know that it is very difficult. We have already gorged on those problems that a large network entails, now we just relax and enjoy an interesting business without hassle. I even had free time. First of all, we strive for each of our pharmacies to be noticeable and work efficiently, and we do not think about market share yet. - What do you do in your free time? - Now, of course, I have more of it than I had in Natur Product. I am embodying a long-standing desire to engage in scientific activity - I am writing a PhD thesis at the pharmaceutical department of the Omsk State Medical Academy on the topic "Motivation of employees of pharmacy enterprises and its impact on the efficiency of these enterprises." I don't like to sit at home, I try to spend my time as actively as possible: tennis, mountain skiing, hunting, hiking in the woods, a bathhouse, a swimming pool. I love it when friends come to visit me. Kuznetsova Olesya Tags pharmacies , Tatiana BOCHAROVA , "Life Line" , "Natur-product" Persons Bocharova Tatiana Nikolaevna Comment on Article rating 0 0 Comments via Facebook No comments. your comment Name Comment Code from the picture Send message More on the topic Roszdravnadzor found many violations in Omsk hospitals and pharmacies October 11 15:50 one 879 Rotary Club "Omsk" held a traditional New Year's Eve charity ball December 28 12:10 0 799 Tatyana BOCHAROVA: "Pharmacopeyka" and "Orteka" did not set the goal of obtaining royalties " 7 September 10:02 one 2023 "Ortecs" and "Pharmacopoeias" open instead of the "Life Line" 10 August 08:50 0 2959 LATEST NEWS Arkady KOBA, assistant to ex-chairman of the Kuibyshevsky court of Omsk, arrested 19 November 01:41 0 331 Omsk police asks for help in finding the driver of the car who hit the pedestrian 18 November 12:25 0 356 Vitaly PUTINTSEV: "Ideally, I would generally consider Omsk as a center for the processing of household waste, if not Russia, then at least the Siberian Federal District" 18 November 11:37 2 571 Впечатлённый дискуссией в Омске депутат Госдумы МИЛОНОВ предложил назвать в честь ЛЕТОВА самолёт 17 ноября 19:42 4 704 Омск не попал в топ-10 рейтинга авторынка новых машин, зато в «подержанном» – почётное место 17 ноября 19:15 0 402 «Будущие депутаты и губернаторы»: в Омске состоялся форум молодых парламентариев 17 ноября 18:53 3 440 Константин АЛЕКСЕЕНОК: «Прокручиваешь в голове маршрут, как лучше проехать, где можно срезать» 17 ноября 16:35 0 411 Подпишитесь в Фейсбуке! 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