From a production facility in Subotica to more than 20 international markets, Goodwill Pharma is building its growth strategy on manufacturing, innovation and long-term partnerships across Southeast Europe.
As Goodwill Pharma continues to expand its presence across Southeast Europe and international markets, export growth, manufacturing excellence and portfolio development remain at the centre of its strategy. In this interview, Gordan Maksović, Marketing & Sales Director for Western Balkans, discusses how the company has evolved from a local operation into one of the Group’s key development, production and export hubs, the significance of its expanding manufacturing capabilities in Serbia, and where he sees the next opportunities for growth in an increasingly competitive pharmaceutical industry.
Goodwill Pharma has grown into a regional player present in more than 20 markets. What were the key steps in that journey and where do you see the greatest opportunities for future growth
Our growth has been built on long-term partnerships, regulatory expertise and a clearly defined internationalisation strategy.
Over the past 14 years, we have established a strong presence in Bosnia and Herzegovina, Montenegro, Croatia, North Macedonia and Albania. Through various partnership models, we now distribute our products in more than 20 international markets.
A particularly important element of our success has been the development of our own local teams and representative offices across the region. This allows us to stay close to our partners, healthcare professionals and the specific needs of each market.
At the same time, we continuously invest in employee development through professional education, international projects and knowledge exchange within the Group.
We believe that people remain the most important driver of sustainable growth and innovation.
Another key pillar of our strategy is a diversified portfolio that includes pharmaceuticals, medical devices and dietary supplements. We are particularly proud of being a pharmaceutical manufacturer, which reflects a high level of expertise, quality and regulatory compliance.
Today, we operate a manufacturing facility in Subotica with an annual capacity of 15 million units, supported by laboratories for physico-chemical and microbiological testing. This provides a strong foundation for the continued expansion of our export activities.
Looking ahead, we see the greatest growth opportunities in strengthening exports through new international partnerships and expanding our portfolio in neurology, gastroenterology, reproductive health and musculoskeletal care.
The pharmaceutical industry in Central and Eastern Europe is becoming increasingly competitive. What differentiates Goodwill Pharma when entering new markets?
Our advantage lies in a partnership-driven approach based on trust, transparency and long-term cooperation.
We combine the flexibility of a regional company with the standards of an international pharmaceutical organisation, providing partners with regulatory and professional support throughout the entire product lifecycle.
One of the key elements of our competitiveness is a diversified portfolio of pharmaceuticals, medical devices and dietary supplements covering multiple therapeutic areas, all developed and manufactured in accordance with the highest quality standards.
Goodwill Pharma expanded its GMP authorisations this year. How does this development strengthen the company’s position on international markets?
The planned expansion of our GMP authorisations confirms our commitment to the highest quality standards and further alignment with European regulatory requirements.
It strengthens the confidence of international partners while creating new opportunities for export growth, licensing partnerships and broader international expansion.
Innovation has become one of the defining themes in healthcare. How do you balance the development of new products with rapidly changing market needs?
Innovation is not only about developing new products. It is equally about improving existing solutions and creating additional value for patients and healthcare systems.
Our greatest strength is our people. Our expert teams and dedicated R&D department combine scientific knowledge, regulatory expertise and market insight.
This combination of knowledge, experience and agility allows us to respond quickly to market developments and create products that meet evolving therapeutic needs.
What role do you see pharmaceutical companies playing over the next decade?
Healthcare systems are facing major challenges, including ageing populations, rising treatment costs and an increasing focus on prevention.
In this environment, pharmaceutical companies will play an important role in developing accessible, high-quality and sustainable healthcare solutions.
Our ambition is for Goodwill Pharma to be recognised as one of the leading pharmaceutical companies originating from Central and Southeast Europe, built on science, innovation, quality and strong export capabilities.
