He doesn’t let a “no” stop him: Marcel Plattner makes a big difference as CEO of Gebro Pharma AG and president of vips (Association of Pharmaceutical Companies in Switzerland). This requires commitment and a dose of persistence. Read the interview to find out more about his career and future prospects.
How it all began: From an interest in science to leadership responsibility
Did you have a dream job as a child?
I can’t remember any specific profession. I was interested in facts and connections. That’s why it was clear early on that I wanted to go into science.
Today, you are CEO of Gebro Pharma AG. Did you plan this path?
Not step by step. However, I set myself the goal of taking on a leadership role very early on.
What appealed to you about that?
First and foremost, I wanted to be able to make a difference and exert influence.
Was that wishful thinking, or is it really possible to make a difference?
I can actually make a big difference—but I can’t do it alone. It takes a competent team that drives ideas forward.
Why perseverance is crucial
Do you see it that way too, from the perspective of the president of vips?
Yes, it is also possible to make a difference politically if you have the necessary facts at your disposal. It simply takes a lot of commitment and perseverance. A “no,” a rejection, or other attitudes are part of the process. Those who are willing to fight and remain persistent can steer many things in a positive direction in small steps.
That certainly takes a lot of energy. Didn’t you ever get fed up?
Of course there were moments when I had to shake my head. You shouldn’t let critics discourage you; you just have to try again and again and again. When you finally achieve something and experience a moment of happiness, you are full of courage again and ready for the next hurdles.
You have already successfully overcome a number of hurdles. What important insights did you gain along the way?
It’s especially challenging when a goal isn’t immediately achievable. You should have the courage to judge for yourself whether it’s worth pursuing a goal or letting it go. So don’t just listen to others. This also helped me develop my personality.
Why interns are not just a number
On the Gebro Pharma AG website, it is striking that you introduce your employees, including interns, personally with a photo. That is very unusual. What is the philosophy behind this?
It’s obvious at first glance: our employees are not just numbers. They are people who deliver our services. We also want to be available to our customers as personal contacts.
What special requirements do you have for applicants who will not just be a number?
Candidates should be able to identify with the size and values that we live by in our family business. It’s about pulling together, getting involved, and thinking outside the box. Holistic thinking is key. Everyone knows everyone else here: we exchange ideas. There are also opportunities to find individual solutions for employees with special circumstances.
This is a great added value for our employees. How do you manage to retain good employees in the company?
We cannot compete with international pharmaceutical multinationals in terms of salaries. However, our employees are given the opportunity to get involved and make an impact. For example, they can see immediately which results they are primarily responsible for. That makes them happy. We also offer freedom to shape different positions. Our long-standing employees particularly appreciate this.
Outlook Gebro Pharma AG
Will you continue on this path as a family business in the future?
Yes, we are an independent company. And we want to maintain this independence in the future; we fight for it every day.
As a small independent player in the fast-paced pharmaceutical business, is it even possible to stay on the ball?
Maintaining independence does not mean being backward. On the contrary, it means that I determine my own future—independently of any financial backers. Nor does it mean that you don’t form partnerships. Networks and collaborations are very important to us. That way, we definitely stay on the ball.
How do you assess the current situation at Gebro Pharma AG in terms of the company’s long-term development?
Over the last 10 years, our sales have tripled – despite setbacks on the pricing front. Due to the price discussions, we do not expect this dynamic growth to continue. Price reductions are currently causing us problems. Nevertheless, we are optimistic about the future.
What does this look like?
We will continue to focus on the main areas of rheumatology/pain therapy, dermatology, and cough and cold remedies, and will continue to expand these with innovative solutions. In addition to products reimbursed by health insurance companies, we are investing heavily in the OTC business. We therefore expect continued growth.
What are your top priorities for vips at the moment and why?
On the one hand, we are fighting for a reasonable approval system. On the other hand, we are committed to fair reimbursement conditions and say a clear “no” to reference prices for medicines. We want to prevent greater harm to the Swiss population, which we can only achieve with reasonable framework conditions and a holistic approach.
Conclusion
Marcel Plattner shows how much can be achieved with perseverance and clear values. Independence remains central to him in order to develop Gebro Pharma in a self-determined manner. His leadership focuses on people and cooperation. For the future, he is counting on innovation, networking, and reliable framework conditions for the Swiss pharmaceutical industry.
