ValueCentric, the provider of on-demand data management and performance analytics to the pharmaceutical industry, announced the newest addition to its growing customer base - Dr. Reddy's Laboratories. Dr. Reddy's will use ValueCentric's industry leading platform, ValueTrak , to increase product visibility throughout its supply chain, improve sales forecasting, and enhance its marketing programs and financial management.

Dr. Reddy's produces and markets finished dosage forms, active pharmaceutical ingredients and biotechnology products in more than 100 countries and conducts research in the areas of diabetes, cardiovascular, inflammation and cancer.

Pharmaceutical Online reported that ValueTrak will allow Dr. Reddy's to more effectively utilize data made available to them from their customers through real-time Electronic Data Interchange (EDI) transactions. These transactions include the ability to view Sales and Inventory at the Distribution Center and Outlet levels as well as review incoming orders for allocation and shipment. The EDI data is converted into critical information such as current service levels, lost sales status, open order quantities, days on hand (DOH) metrics, actual versus forecasted sales.

After naming ValueCentric as their data analytics provider, Jeanmarie Dunk, Dr. Reddy's Vice President, Sales Operations, noted: "By utilizing the data made available to us in ValueTrak in near real-time we plan to achieve a positive return on investment through immediate improved control over our product movement and inventories. ValueTrak will help us to re-direct sales force alignment and related marketing efforts, in addition to improved financial results resulting from more strategic product analysis and placement."