A global player with a hometown heart, Douglas Pharmaceuticals blends family-led values with cutting-edge technology. In West Auckland, they’ve invested millions into new manufacturing equipment, harnessed Industry 4.0 solutions, and taken bold strides in AI and automation. At the forefront of it all is Barry Williams, Operational Technology Manager—a self-professed “geek” who believes manufacturing is New Zealand’s next big frontier.

“We’re a local, family-owned company, but we’re also a global business,” Barry says. “When people hear ‘Douglas,’ they know it stands for quality, R&D, and innovation.”

From Paper to Paperless—And Beyond

Pharmaceuticals are famously paperwork-intensive, and Douglas was no exception. Yet Barry and his team have begun digitising vast swaths of documentation, aiming for a truly paperless future. The result? Faster access to data, more consistent compliance, and the potential for manual transcription errors.

But it doesn’t stop at documentation. Next up is real-time manufacturing data, enabling deeper insights into processes. The company already uses sophisticated equipment like a Kardex AutoStore order-picking system, which harnesses AI to anticipate inventory needs and run autonomously through the night, prepping the next morning’s orders.

“It’s not about replacing people,” Barry emphasises. “It’s about freeing them to focus on higher-value work—while the systems handle repetitive tasks.”

The ROI of Industry 4.0

In a sector that tends to move cautiously, Barry’s team shows how technology can deliver rapid and undeniable return on investment. Automated picking has boosted efficiency. Paperless systems have removed the potential for compliance headaches. Meanwhile, data analysis spotlights new ways to optimise production—whether that’s scheduling plant runs more effectively or pinpointing minor tweaks that yield major savings.

“If you don’t measure it, you can’t improve it,” Barry points out. “Big data doesn’t have to mean big budgets. Even a barcode scanner and a spreadsheet can give you a baseline to build upon.”

That pragmatic approach underscores Douglas’s strategy: start small, prove value, and scale up. By showing quick wins, the company rallies stakeholders to invest further in advanced operational tech.

AI as a Game-Changer

From high-level R&D to day-to-day plant operations, AI is on the rise at Douglas. Researchers leverage algorithms to sift through huge volumes of drug discovery data, reducing trial-and-error in labs. Meanwhile, Barry’s team is testing an internal large language model—think ChatGPT, but trained on Douglas’s technical documentation—so staff can easily locate regulatory guidelines or SOP details with a single query.

“We might have 1,000 pages on a process, but an AI-powered search can pinpoint the info people need,” Barry says. “It’s not about replacing human expertise. It’s about accelerating it.”

Culture of People + Tech

Despite the excitement around automation, workforce upskilling remains front and centre. New hires receive training on advanced systems, and seasoned employees can expand their expertise through e-learning labs. Douglas fosters a culture where career paths crisscross from shop floor to R&D, from operational tech to regulatory affairs.

“We have a higher-than-average internal promotion rate,” Barry notes proudly. “If you show the ‘Douglas attitude,’ the company will invest in you—and you can go as far as your curiosity takes you.”

And it all happens under a family-owned structure, where you might spot Managing Director Jeff Douglas walking the halls, open to chatting with anyone on the team.

Competing Globally, Made in New Zealand

Douglas exports roughly 60-70% of its products, competing against pharmaceutical giants worldwide. The key to their global edge? High-value, high-tech manufacturing and a commitment to continuous improvement. Whether developing next-generation antibiotics, consumer health brands, or cutting-edge R&D for other pharma companies, they leverage automation, data analysis, and AI to move quickly and stay nimble.

“We’re up against massive international players,” Barry says. “But Kiwi ingenuity, plus advanced tech, is how we hold our own—and keep growing.”

A Shared Vision for NZ Manufacturing

Barry believes New Zealand is on the cusp of a manufacturing renaissance if more firms embrace innovation. He sees first-hand how integrators, suppliers, and local developers are adopting Industry 4.0. Now, he hopes that synergy accelerates across the whole country, prompting more collaboration, more advanced gear, and more people excited about making things.

“If we stay fixated on short-term ROI, we’ll never lay the foundations we need,” he warns. “But if we invest in these new technologies, New Zealand can absolutely lead the way—punching far above our weight.”

For Barry, Douglas isn’t just a pharma company—it’s a place where well-being, technology, and people-first values unite to drive tangible progress in healthcare. And as part of New Zealand’s vibrant manufacturing scene, they prove that a small nation can shine when it invests in the right tools, fosters the right culture, and keeps an eye on global horizons.

“New Zealand, we are the future makers,” Barry says. “Automation, AI, data—it’s all at our fingertips. If we seize the moment, our best inventions are still ahead.”