Thursday, 05 September 2019 15:21

Prati-Donaduzzi aims to deploy new technologies in its service area


A congress of the pharmaceutical sector organized by the Brazilian Association of Pharmacies and Drugstores Networks (Abrafarma)

Prati-Donaduzzi, the largest producer of generic drugs in Brazil *, was present in the 6th edition of Abrafarma Future Trends, a congress of the pharmaceutical sector organized by the Brazilian Association of Pharmacies and Drugstores Networks (Abrafarma).

The event, which ended on Wednesday (4) at Transamérica Expo Center in Sao Paulo, discussed technological innovation in retail strategies and the impacts of artificial intelligence on the provision of clinical and health services. The congress brought together about 4,000 industry executives and the 25 largest pharmacy chains that together represent 44% of the Brazilian drug market.

During the fair, Prati-Donaduzzi's Trade director Walter Batista said the company is evaluating new investments in the service area in order to improve more and more its service delivery. “We have approximately 300 people in our call center, but it is still little to meet the demand. We are developing partnerships to deploy chatbots and other technologies that will help us expand our operations”, he said.

“We know how much artificial intelligence can contribute to improving our service, so we are looking into what tools we can implement”, said Prati-Donaduzzi CEO, Eder Fernando Maffissoni.


According to Maffissoni, in addition to observing market trends, one of the main aims of Paraná´s industry during the Congress was to reassure its good networking with the pharmaceutical chains.

“It was an important moment for keeping the networking. Abrafarma event gives us a strategic vision, as we could understand our clients' plans for the coming year, and based on this information, get ready to better serve them”, he said.

During the sixth edition of Abrafarma Future Trends, Prati-Donaduzzi also introduced Sensilatte, a lactose intolerant product designed to improve the quality of life of people diagnosed with partial or complete inability to digest sugar in milk and its derivatives.

The executive pointed out that one of the differentials of the product is orodispersible technology, that is, it dissolves in the mouth without the need to drink water. “Sensilatte is important in our portfolio and we chose to bring it to the event, as we believe the customers present here have greater capillarization”, said Maffissoni.


Abrafarma Future Trends, had in total 60 hours of activities with lecturers from Brazil and abroad. Among the lectures,  the one that stood out most was from Amazon Brazil CEO, Cleber Morais, who spoke about cloud computing and how data sharing can help the healthcare industry improve the customer experience; and the one given by the cancerologist, Drauzio Varella, who spoke under the theme “A vision of Brazilian health.”


Prati-Donaduzzi, the 100% capital Brazilian pharmaceutical industry is specialized in the development and production of generic drugs. Based in Toledo, western Paraná, Prati-Donaduzzi produces about 11.5 billion therapeutic doses per year and has about 4,300 employees. The company has one of the largest portfolios of generic drugs in Brazil* and aims to grow its sales and production capacity by 15% in 2019.

*IQVIA MAT JUL/2019 PMB + NRC Doses Terapêuticas 


Race Comunicação

Rodrigo Freitas | Maira Manesco 

Phones: (11) 2894-5607 | (11) 2548-0720 

E-mail: This email address is being protected from spambots. You need JavaScript enabled to view it.



Read 426 times Last modified on Tuesday, 17 September 2019 15:36