In an interview with LDaily, Denis Holubchykov shares his vision of the transformations currently underway at Sona Pharmexim. He explains why he decided to join the company during a period of change, which strategic values became defining, where he started in adapting processes, and how he is building a new system of corporate governance. Among the key topics are rebranding, exploring new markets, team development, and the main challenges facing the pharmaceutical business in 2025.
LDaily: This isn’t your first appearance in LDaily. What influenced your decision to join SONA Exim during a period of active transformation?
D. Holubchykov: Joining SONA Group amid a phase of transformation was a conscious decision — to take part in a process of deep change and growth. I see great potential in this business and have a clear vision of how to unlock it: by exploring new market opportunities, strengthening team expertise, and focusing on the real needs of patients.
LDaily: What specifically attracted you to the company? Which values or strategic goals became decisive for you?
D. Holubchykov: I was inspired by the opportunity to work systematically — accompanying a product through every stage of its life cycle: from registration, pharmacovigilance, and quality control to logistics, market entry, and engagement with the medical community. This approach allows not just meeting expectations but setting standards for the entire industry.
LDaily: Where did you begin the transformation process after taking on your new role?
D. Holubchykov: I started with an in-depth analysis of our processes and identifying areas where we could become more efficient. The key priorities were integrating teams across countries, developing analytics for decision-making, and creating transparent mechanisms for collaboration. My task is not only to manage change but also to set its pace.
The company is currently going through a very dynamic stage: we are implementing principles of corporate governance, have established an Executive Board, and are working on a renewed identity and a large-scale rebranding project.
LDaily: Which areas of development are currently a priority for SONA Exim?
D. Holubchykov: Our key priorities include strengthening operational efficiency, scaling the business with a focus on profitable growth, developing partnerships, and nurturing talent within the team. At the same time, we are actively exploring new markets — including the Caucasus, Central Asia, the Balkans, and the Baltic region.
Another important direction is updating the principles of interaction between our headquarters in Estonia and local companies across other countries.
LDaily: What challenges do you face as a Regional Director in 2025?
D. Holubchykov: The main challenges are connected to regulatory changes in pricing, geopolitical instability, and the need for rapid adaptation to shifting market dynamics. My goal is to turn these challenges into a competitive advantage.
LDaily: How would you assess the current state of the pharmaceutical market in Ukraine and the wider region?
D. Holubchykov: The market in Ukraine and the surrounding region is highly dynamic. In Ukraine, state price regulation remains the key factor. In Kazakhstan, the rules of the game are changing. In Uzbekistan, we see major opportunities for innovative products, while the Caucasus remains complex yet promising.
LDaily: In your view, what will determine the competitiveness of pharmaceutical companies in the coming years?
D. Holubchykov: It will depend on the ability to adapt quickly, develop deep local expertise while maintaining a broad global vision, and build strong teams. Equally important are technological capabilities and the ability to shape the market around you, not just compete within it.
LDaily: How does global instability affect logistics and pharmaceutical supply chains?
D. Holubchykov: Global instability complicates supply chains, but we are building strong partnerships and creating flexible systems that allow us to quickly find alternative solutions. It’s not only about cost but also about speed and security of supply. For example, we are now working on a transit warehouse project in one of the Eastern EU countries.
LDaily: Which innovations in the pharmaceutical industry impress you and are already being implemented at SONA Exim?
D. Holubchykov: I am impressed by solutions that help us work more effectively with data — analytics, forecasting, and process automation. These tools enhance accuracy, speed, and strategic flexibility in a challenging environment.
It’s also inspiring to see the remarkable progress our partners are achieving in production. The innovations brought by artificial intelligence to biotechnology and pharmaceuticals are truly transformative.
LDaily: What principles do you apply in managing your team?
D. Holubchykov: Transparency, accountability, and trust are my core principles. It’s important that transformation has not only form but also substance — clear roles, strong leadership culture, and a shared business language. A motivated team is the driving force behind any change.
LDaily: What inspires you professionally and helps you overcome challenges?
D. Holubchykov: I’m inspired by the opportunity to create real change — to set standards for the industry, develop people, and open new markets. What helps me face challenges is my faith in the team, strategic vision, and focus on long-term results.
LDaily: What are your professional and personal goals for the next few years?
D. Holubchykov: As a leader, my goal is to lay the foundation for the next stage of SONA Exim’s growth — through partnerships, scaling, and sustainable development. As a person, I aim to maintain balance and leave room for my personal life.
