Bayer revolutionizes distribution: 'Smart Serve' initiative to reshape Pharma and Consumer Health in Africa

To achieve this goal, Bayer is transforming the Pharmaceuticals and Consumer Health business models in East (Kenya and Ethiopia) and Anglo-West Central Africa (Ghana and Nigeria) to a new go-to-market approach. Effective 1st May 2024, our Pharmaceutical and Consumer Health products in East and Anglo-West Africa will be distributed through a third-party distributor.

This approach is intended to simplify our value chain, reduce lead time between production and distribution, and hence reach more patients and customers, ultimately increasing our footprint in Africa by extending access to medicines across the two regions.

“We have ambitious goals to reach more people as we strive to deliver on our Mission of Health for All, Hunger for None. We are calling this initiative ‘Smart Serve’, as it is intended to help reach and serve more people in Africa in a more sustainable manner."

"We shall be leveraging the expertise and networks of a third-party distributor to ensure sustained availability and access of our products and solutions“ notes Jorge Levinson, Cluster Lead for the Pharmaceuticals Division in South East and West Central Africa. "

Jorge added: “Through this approach, we strongly believe that Bayer will be better positioned to accelerate access to our health solutions especially in the family planning, cardiovascular, ophthalmology, selfcare as well as OTC (over the counter) therapeutic areas.“ 

Through the new model, Bayer will outsource transportation, local warehousing, distribution, and customer support to a third party.

As the third-party distributor will handle the distribution aspect of the value chain, the Bayer legal entities in the East and Anglo-West Central Africa countries will continue to handle business-related corporate affairs including medical affairs, media relations as well as stakeholder management such as government and partner relations.

“While the opportunities and possibilities to serve our customers more sustainably are exciting, we fully recognize the potential impact this will have on the current model, including our people. We do not underestimate the possible disruption, and we aim to minimize its effects where possible, remaining committed to always treat everyone with respect, dignity, and care,” adds Michael Meewes, Cluster Lead for Consumer Health in South East West Africa.