MedVol Edge Series
Changing the way a sales team works is never easy—especially in Indian pharma. People get used to their own style, customers expect familiar behaviour, and leaders often run the business through experience rather than data. So, when Regaliz decided to bring MedVol into its daily operations, it was naturally expected to be a big shift.
Four years later, Regaliz is a much stronger and more stable organisation. The journey had its challenges, but the results have been worth it. This article captures Regaliz's transformation and what meaningful change looks like.
Regaliz is among the fastest-growing pharmaceutical companies focused on cosmetology, trichology, dermatology, and aesthetic wellness.
Annual Business
Member Field Team
With MedVol
Regaliz has built a strong niche through its products, quality and scientific innovation. Some of its key brands have become popular with medical practitioners and consumers.
For this article, we interviewed the Sales & Marketing Head, Business Heads, Marketing Head and the Directors of Regaliz Medicare India. While the company was already strong in its offerings, its heavy reliance/demand on schemes was affecting discipline, profitability, and predictability. It also created significant manual work and complexity in managing a scheme/offers-driven business.
Regaliz needed a system that could support its growth and bring more structure and transparency. This is where MedVol came in. Regaliz's management acknowledges the significant role MedVol has played in their transformation and growth over the last few years.
The initial phase of MedVol implementation was not easy. Teams had to unlearn old habits and adapt to new ways of working. There was resistance. Some people left. But the organisation stayed committed.
“Whenever you shake the tree, all the weak leaves fall. Strong leaves don’t fall. That’s exactly what happened here.”
Despite the initial discomfort, Regaliz did not lose business. Instead, clarity began to grow. Processes became more predictable, and the foundation became stronger and reproducible.
One of the biggest and most meaningful shifts for Regaliz has been the sharp reduction in scheme dependency. Earlier, a large share of revenue came through heavy discounting, which had become a serious concern. Over time, MedVol helped bring this under control.
Today, the proportion of revenue booked through schemes has dropped to less than half of what it once was.
This shift has had a significant impact on profitability and, just as importantly, restored genuine momentum in day-to-day sales. By reducing inflated volumes driven by discounts, Regaliz was able to clearly identify its real active customer base—the customers who were genuinely driving the business.
“MedVol brought ease in controlling the scheme business. The profiling and process added authenticity and transparency that we simply did not have earlier.”
This clarity has been a turning point in Regaliz's brand-building journey.
Before MedVol, many internal conversations were based on assumptions—guessing which customers were active, why sales dipped, whether follow-ups were consistent, or how schemes were being used.
MedVol replaced these assumptions with data. The company finally had clarity on:
Another important transformation came in managing unauthorised sellers on e-commerce marketplace who were offering Regaliz products; some even sold fake and duplicate products at heavily discounted rates. This had started affecting channel confidence and was creating friction between the field team and their customers. With MedVol bringing complete clarity on large-volume buyers and giving leadership stronger control over high-risk purchase patterns, Regaliz was able to identify and address the source of these leakages. This helped the company curb unauthorised online discounting and restored trust within its core customer base. It also gave the field sales team much-needed clarity and confidence while engaging with their retailers and doctors.
“MedVol institutionalised data for us. Earlier, everybody had their own version of the truth, which has changed now.”
This shift not only improved decision-making but also made the system fair. Good performers were clearly visible, effort became measurable, and conversations became more objective.
Customers embraced the change faster than expected. Many found the process easier, clearer and more reliable.
A marketing leader noted:
“About 80% of customers are satisfied. They feel the system is logical and transparent.”
In some regions, customers even began asking whether they were part of the MedVol system because they preferred the clarity it brought.
Pilot initiatives demonstrated that month-end billing could close earlier, giving teams time to plan and avoid last-day chaos.
There were still small complaints—occasional logouts, OTP steps, or delays from stockists—but these became easier to track and fix because everything was recorded.
Perhaps the biggest relief came at the leadership level. Earlier, month-ends were intense—uncertain orders, missing invoices, scheme confusion and constant firefighting.
MedVol brought calm and stability.
The business became more predictable. Reporting became consistent. Leaders no longer had to chase information—they could simply log in and see what was happening.
Insights have been incredibly helpful, and we've carefully integrated them into our brand-building approach.
With clearer processes and reliable data, Regaliz today operates with significantly higher transparency:
“This is the highest transparency possible. We can actually trust the numbers.”
Regaliz moved from reacting to problems to anticipating them. That is a major shift in any organisation.
The transition wasn't perfect. There were issues with app stability earlier, repeated login requirements, delays in onboarding new customers, and ongoing training needs.
One business head pointed out:
“Frequent logins irritate customers and the team. Onboarding of counter needs to be faster.”
But the organisation stayed committed because the benefits outweighed the discomfort.
As another leader said:
“We had problems in migration. But we collaboratively solved them to implement”
Today, after 4+ years with MedVol, Regaliz is:
The commercial engine that once depended heavily on manual work now runs with clarity and confidence.
The Regaliz–MedVol journey is a powerful example of meaningful transformation.
MedVol brought structure.
Regaliz brought commitment.
Together, they built a system that not only supports the business today but also shapes its future.
This story is part of the MedVol Edge Series—real examples of how MedVol is helping pharma companies move from uncertainty to clarity, and from effort-driven work to insight-driven growth.