Bigtec Private Limited, a research informatics products and services provider has embarked on a re-branding exercise for its division Bigtec Lifesciences Solutions and renamed it as 'Deciphar Technologies'.

The company noted that the re-branding had been necessitated to align its strategic business initiative solely on pharmaceutical research informatics. The re-branding of the division would help position itself to take advantage of new opportunities arising from the growing demand in pharma research informatics in the Patent regime.

The objective of this re-branding exercise was to provide a distinct image of its activities to the industry, clients and partners. Bigtec, the parent company has been involved in multiple initiatives like Bio-MEMS project, human insulin, SAP implementation and consulting.

"The idea of re-branding is to position Deciphar Technologies as a specialized provider of software solutions to the pharmaceutical industry focused on phase I clinical research, BA/BE research and a few other areas of pharmaceutical research," said Sandeep R. Kamath, president, Deciphar.

Primarily the re-branding and repositioning is done with an intention to increase brand recall and equity. "There is also a need to install faith and confidence among clients both in India and abroad when it comes to working with an organization specialized in the nuances of pharmaceutical research," he added.
The re-branding exercise is expected to impact its business positively. It would also help the company gain dominance in the pharmaceutical industry, which is cautious because huge amounts of investment and reputation are at stake at each and every step of the value chain. Pharmaceutical companies trust and work with organizations that are specialized in the pharma domain and know what they are doing. In this connection, the company has made efforts to comprehend and scrutinize every aspect of deploying software solutions to the pharmaceutical industry.

In its new image, Deciphar Technologies expects to develop a strong relationship of trust with the industry based on the quality of its delivery, and hence in the long run, benefit tremendously through this association, informed Kamat.

The company has four offerings in pharma research":'ClinOne' for bio equivalence in clinical research (flagship product), 'Ark' for the analyticals in clinical trials, 'Synthesys' for pharmaceutical chemistry research and an end-to-end solutions in research management and 'Quark' a quality assurance tool.

The future focus of Deciphar Technologies is to continue its concentrate on delivering high-end solutions for phase 1 and BA/BE clinical research for which it currently holds an industry leadership status. It is also gearing up to provide certain tools for phase 2 and phase 3 research that compliment existing solutions.

It is estimated that value of the global pharmaceutical research informatics is $150-170 million.