Mundipharma to in­tro­duce new prod­ucts in Philip­pine mar­ket

Business World - - CORPORATE NEWS - Anna Gabriela A. Mogato

PHAR­MA­CEU­TI­CAL com­pany Mundipharma Distri­bu­tion GMBH will soon re­lease new prod­ucts, in­clud­ing pain man­age­ment and res­pi­ra­tory med­i­ca­tion, in the Philip­pines, as part of ef­forts to broaden its reach.

Known for its pain man­age­ment, on­col­ogy, eme­sis and res­pi­ra­tory med­i­ca­tions, Mundipharma will in­tro­duce seven prod­ucts un­der the Be­ta­dine brand, in­clud­ing a dry pow­der spray for wound care, a throat spray, a daily fem­i­nine wash, and a nasal spray which claims to “shorten the du­ra­tion of colds.”

The com­pany will also re­lease a res­pi­ra­tory drug that will com­bine asthma and al­lergy medicine, and an abuse-de­ter­rent opi­oid, which is used for pain med­i­ca­tion for post-surgery and can­cer pa­tients. The new prod­ucts would in­crease the com­pany’s port­fo­lio to 24.

“First, we work on what’s the right prod­uct for that mar­ket. We’ve got Be­ta­dine in sa­chets be­cause that’s what peo­ple could af­ford at sari-sari stores when a con­sumer walks in. He or she may not be able to shell out P100 or P200 or P300, maybe a per­son could shell out about P50,” Mundipharma CEO Ra­man Singh said.

Mr. Singh noted the Be­ta­dine sa­chet is only avail­able in the Philip­pines, its big­gest Asian mar­ket.

Mundipharma Coun­try Man­ager Gerry S. Arnedo said the com­pany is look­ing to ex­pand its prod­ucts and distri­bu­tion in the Philip­pines, as the grow­ing econ­omy spurs con­sumer spend­ing. He added Mundipharma may add opthal­mol­ogy prod­ucts in the Philip­pines soon.

Mr. Singh ac­knowl­edged that mar­ket growth has slowed in the United States and Europe, prompt­ing the com­pany to shift its fo­cus to emerg­ing mar­kets.

“We re­al­ized that the US and Europe has stag­nant or low sin­gle dig­its growth whereas you com­pare to the de­vel­op­ing world — Asia, Mid­dle East, Africa, Latin Amer­ica — has been grow­ing more of 20% for us so that’s why a lot of in­vest­ments has been routed [here],” he said.

At the same time, Mr. Singh said Mundipharma is part­ner­ing with tech com­pa­nies to use vir­tual re­al­ity and aug­mented re­al­ity as a tool to teach both doc­tors and pa­tients how to prop­erly use medicine, as well as de­velop tech­nolo­gies to mea­sure the pa­tients’ di­ag­nos­tics in real time to “rev­o­lu­tion­ize how pain is looked at.”

De­spite ex­pand­ing its distri­bu­tion reach, Mr. Singh said there are no plans to build man­u­fac­tur­ing fa­cil­i­ties in the Philip­pines.

“We’re able to pro­vide bet­ter-priced medicines when you have cen­tral­ized man­u­fac­tur­ing fa­cil­i­ties. There is no plant here, but we’re try­ing to find way to make our man­u­fac­tur­ing a whole lot more ef­fi­cient. But some of the prod­ucts, we lo­cally man­u­fac­ture. When we can, we lo­cally man­u­fac­ture.” Mr. Arnedo said.

Zuel­lig af­fil­i­ate In­ter­phil Lab­o­ra­to­ries, Inc. in Cabuyao, La­guna, is cur­rently man­u­fac­tur­ing the com­pany’s prod­ucts. —

MUNDIPHARMA CEO Ra­man Singh and Mundipharma Philip­pines Coun­try Man­ager Gerry S. Arnedo talk about the com­pany’s plans to in­tro­duce more Be­tadine­branded prod­ucts in the coun­try.

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