In a remarkable journey spanning just three decades, Georgian pharmaceutical company PSP has firmly established itself as a leader in customer-oriented services within the healthcare sector. Founded during a critical time of medicine shortages, PSP has prioritized consumer interests, ensuring access to high-quality medications for all citizens, regardless of their location in Georgia.

Since its inception, PSP has expanded its reach, now operating over 340 pharmacies across the country. This growth was fueled by a commitment to understanding consumer needs and preferences, which has led to the evolution of its product offerings and services. The company emphasizes European quality standards, having become a distributor for more than 100 leading pharmaceutical companies worldwide.

PSP’s customer-centric approach has become a hallmark of its operations, focusing on simplifying the shopping experience both in physical locations and online. In this interview below, Mamuka Bregvadze, the Administrative Director of PSP, talks about the importance of understanding customer needs and preferences, emphasizing how the company continually gathers feedback to enhance its services and product offerings.

Q. PSP has been going for 30 years. During this time, the company has focused on customer-oriented activities. How does PSP understand consumer interests, what strategies are employed to identify consumer needs, and what measures are taken to satisfy them?

A. Considering consumer interests was the foundation for establishing the company 30 years ago, particularly during a time when there was a severe shortage of medicines in the country. From the beginning we emphasized European quality, and within a few years, PSP became a distributor for around 100 leading pharmaceutical companies worldwide. To ensure that all citizens, regardless of their location in Georgia, have equal access to guaranteed quality medicines, we expanded our network, which now includes more than 340 pharmacies.

Research into consumer needs and interests is the basis for the innovations and new products we consistently introduce, whether that entails expanding our product range, simplifying services, or enhancing customer comfort.

Q. How does PSP define a customer-centric approach, and why is it essential to your operating model? Could you provide examples of when the company developed specific decisions based on customer interests?

A. A customer-centric approach means simplifying the shopping experience and enhancing convenience, both in physical pharmacies and through our online services at www.psp.ge and the PSP APP. For in-store customers, PSP is distinguished by its convenient service, diverse selection, and engaging promotions. The establishment of a new standard for service quality, operational efficiency, and business processes was greatly facilitated by the full implementation of Microsoft Dynamics 365 Business Central and LS Retail. In this respect, PSP is the first pharmaceutical company in Eastern Europe to achieve this.

In 2023, the company’s digital transformation began with the implementation of a Warehouse Management System, which automated warehouse operations. This allowed us to manage inventories more quickly and efficiently, significantly improving customer satisfaction. In 2024, we further integrated Microsoft’s modern technologies across the company, launching financial, purchasing, and corporate sales modules. This laid the groundwork for the final phase of our ERP implementation. In pilot pharmacies, pharmacist service times – and thus wait times – were reduced by 50%, contributing to improved customer satisfaction.

In recent years, the demand for online services has surged. PSP introduced Georgia’s first online pharmacy over a decade ago, and we later added a “pick-up” service to our courier offerings. The latest innovation for our online customers is the introduction of lockers in pharmacies, allowing customers to pick up their orders at their chosen location without needing to interact with staff or wait in line; this process takes just ten seconds and is free. In today’s market, consumers prefer straightforward and efficient services, and our locker service provides a completely new and enjoyable shopping experience for our customers.

Q. How does PSP’s commitment to customer satisfaction set it apart from its competitors in the market?

A. PSP distinguishes itself by a deep commitment to understanding and prioritizing customer satisfaction. The company not only innovates continuously but also simplifies the shopping experience by offering fast and convenient services. Through its “Family Pharmacy” initiative, PSP has built strong relationships with customers, becoming a trusted companion with tailored services and offerings for people of all ages. Furthermore, PSP plays a pivotal role in the growth of Georgia’s independent pharmaceutical industry, staying updated on global medical advancements and the latest trends in health and beauty. By contributing significantly to the nation’s economy, PSP bolsters the strength of the country it serves.

Q. What effect have PSP’s innovative offerings had on its relationship with customers?

A. In a rapidly evolving medical and personal care landscape, characterized by an emphasis on quality, safety, comfort, and eco-friendliness, customers often find themselves overwhelmed by the sheer volume of information available. In these moments, they seek a reliable expert who can provide tailored advice and guidance. PSP has positioned itself as just that ⁠— a trusted resource for health and personal care. By offering innovative solutions, PSP simplifies the self-care process, fostering a strong and lasting relationship with its customers, who rely on the company for knowledgeable support and personalized recommendations.

Q. PSP has once again won the title of number one pharmaceutical company. What positive impact has this award had on building greater trust in the company among consumers? What does holding this title for so many years mean for the company?

A. Being recognized as the number one pharmaceutical company, for the twentieth time, is not only gratifying but also a significant responsibility. This leadership role is reinforced by the loyalty, trust, and support of our customers. The PSP Pharma team, consisting of more than 5,000 dedicated employees, works tirelessly every day to strengthen this trust. Our successes and awards are the result of the professionalism and ongoing development of a united and focused team, which motivates us to continue advancing in service of our country and its citizens.

PSP is a company with a stable and successful 30-year history, committed to our values and civic responsibilities. We focus on the interests and needs of our users while continuing to promote the industry’s development in line with modern requirements. Our goal is to create the best user experience based on the needs of citizens and to introduce technological innovations and improvements.