Companies must anticipate, not react to, market shifts: Bidiphar CEO
Companies must anticipate, not react to, market shifts: Bidiphar CEO
Fri, Oct 23, 2026, 15:21:00
Businesses cannot wait for market changes and then react to them; instead, they must develop long-term strategies, invest ahead of demand, and gradually build competitive edges through technology, quality and added value, said Pham Thanh Huong, CEO of Binh Dinh Pharmaceutical and Medical Equipment JSC (Bidiphar).
Pham Thanh Huong, CEO of Bidiphar. Photo courtesy of the company.
As businesses enter a new phase of development, how should local companies rethink their investment strategies to seize opportunities proactively rather than simply react to market changes?
In my view, local businesses must first break free from a “self-limiting” mindset. In an increasingly interconnected and fast-changing world, the best way to stay ahead is to develop long-term strategies and invest ahead of demand. If companies wait for markets to shift before responding, the opportunities will already have gone to others.
Businesses also need to shift their development model from relying on natural resources and existing advantages to building internal capabilities, technological expertise and added value. Advantages based on costs or natural resources will gradually diminish. Only by developing technological capabilities can firms become more self-reliant and better adapt to constantly changing markets.
At Bidiphar, we see investment in science and technology, along with the gradual mastery of advanced technologies, as the key to building new competitive advantages. This also provides the foundation for entering segments with higher technical requirements and greater added value, while supporting long-term growth.
With competition intensifying and investment opportunities emerging more quickly, should businesses be bolder in their investment decisions or place greater emphasis on risk control? Where is the balance between “daring to invest” and “investing with discipline”?
In my view, “daring to invest” and “controlling risk” are not opposing choices. They must go hand in hand. The larger the investment, the more thoroughly businesses must assess the opportunities, risks and risk-mitigation measures. Discipline in execution and effective monitoring of implementation must also be ensured.
In the pharmaceutical industry in particular, we have one overriding principle that cannot be compromized: product quality and patient safety. Speed or business opportunities must never take precedence over this principle. That is why we strictly comply with Good Manufacturing Practice (GMP) requirements from the initial design stage.
Drawing on the experience of a company with a long track record of development, what investment opportunities do you see over the next five to 10 years? What changes in markets, technology, policy or social needs are creating these opportunities?
I see several favorable factors creating opportunities to accelerate investment. First are social changes. Rapid population aging and the rising prevalence of chronic diseases are placing growing pressure on the healthcare system. Meanwhile, domestic medicines still account for a relatively low share of the market serving healthcare needs.
Bidiphar’s high-tech pharmaceutical manufacturing complex in Nhon Hoi Economic Zone in Gia Lai province, central Vietnam. Photo courtesy of the company.
As a domestic pharmaceutical company, we recognize our responsibility to support the community. Bidiphar will focus on researching and developing specialized medicines to gradually replace imported drugs, helping reduce patients’ financial burden and improve their quality of life.
We are also focusing on products derived from natural sources and medicinal herbs for healthcare, including therapeutic medicines and products designed to support and improve health.
Major policies related to science and technology development, the private sector, and digital transformation, as well as incentives to promote domestic pharmaceutical production are creating a more favorable regulatory framework. This gives local companies greater confidence to invest in high-tech sectors.
Technologically, digital transformation and opportunities for international cooperation can help Vietnamese businesses shorten development timelines and strengthen their self-reliance, enabling them to participate more deeply in global value chains.
Which sectors or investment priorities is Bidiphar particularly focused on in the coming period? What criteria will the company use to select opportunities that align with its capabilities and long-term strategy?
Bidiphar remains committed to a development strategy centered on advancing science and technology and pursuing comprehensive digital transformation. We are progressing with investments to upgrade technology and build new manufacturing plants that meet EU-GMP standards.
At the same time, we are focusing on developing new products based on advanced technologies, generic medicines with bioequivalence to originator drugs, and natural-source medicines and health supplements.
We are also stepping up the development of key product lines to strengthen our leading position in high-quality market segments.
We assess every investment opportunity against several fundamental questions: Does it meet patients’ essential treatment needs? Does it strengthen our core capabilities? Does it create sustainable value for stakeholders? A project will only be selected by Bidiphar if it provides satisfactory answers to these questions.