It will be Fulcare & Dermatix to communicate more

Jaeyoung Lee Managing Director, Menarini Korea Consumer Healthcare

Managing Director, Jaeyoung Lee

'Consumer Healthcare' now represents the OTC business.

 

In the pharmacy market, the management relying on the profits of pharmaceuticals is limiting, and the interest in improving profits through OTC sales is increasing.

 

In this situation, multinational pharmaceutical companies are attracting attention as long as they are promoting the strategy of catching both pharmacists and consumers.

 

A treatment for nail athlete’s foot, Fulcare launched by Menarini in 2013, quickly became the top 10 OTC product in Korea.

 

This year, Menarini is strengthening pharmacy communication through signing exclusive sales contracts with Kwangdong, while reaching out to consumers with TV advertisements for Fulcare and Dermatix Ultra The reporter of Dailypharm met with Jae-Young Lee (45), head of the consumer health care division of Menarini Korea, and heard about the company's strategy and direction.

 

-You have a lot of experience in the consumer goods business.

 

Briefly introduce yourself I started as a salesperson in Yuhan Kimberly.

 

Since then, through various job experiences such as marketing and global marketing at Kimberly-Clark Headquarters, I have been able to experience sales and marketing in general for about 16 years.

 

In the meantime, I thought to expand my capabilities for a healthy life for consumers, and started a new challenge at the Menarini Korea Consumer Business Division from December 2019.

 

At that time, the company's consumer health division was making changes as various talents such as consumer goods channel experts, OTC channel experts, and digital e-commerce experts joined.

 

Synergy effects are expected in the future.

 

-The generic drug and consumer goods business are clearly different.

 

Was there anything difficult? My previous career helped me a lot in common terms.

 

On other aspects such as pharmacy communication and institutional restrictions, I am learning with the help of my colleagues.

 

-The recently launched Fulcare & Dermatix TV advertisments have the strategy and will of the reorganized Menarini Consumer Healthcare.

 

First, let's hear about Fulcare. Basically, both products aim to become a friendly brand that can communicate more closely with consumers and empathize with them.

 

Among them, Fulcare chose an approach to understand the way and style of consumers' lives and focus on providing solutions that products can support in support, and to reach more meaningful brands.

 

In the advertisement, full nail care restores the health of the nails and expresses our appearance of enjoying our own 'clear again' with confidence, and wanted to draw consumers' sympathy not only through clear product information but also emotionally.

 

The message of 'clear again' can be said to contain the wishes of all of us in the COVID-19 outbreak.

 

The goal is to get true empathy through the connection with the current era, beyond the framework of the existing generic drug advertisements, where certain models come out and describe the features of the product.

 

TV advertisements for the newly launched Fulcare & Dermatix Ultra

-What about Dermatix Ultra? Dermatix also focused on forming a consensus that brands could share in everyday life of consumers beyond simply delivering information on products.

 

Since it is a medical device specialized in scar management, it focused on the differentiation points from other products for correct scar management, and expressed Jang Yoon-jung and Do Yeon-woo as models to express the hearts of families who care about each other.

 

Dermatix Ultra Kids for children was also released last year.

 

I think the safety of Dermatix, which can be used from 3 months of age and has clinical data supporting it, is a clear advantage.

 

In order to highlight the friendly image of 'Kids' products, it is approached by using various contents such as digital marketing and consumer events using dinosaur characters.

 

In fact, it is a pity that Menarini does not have any other products besides the two representative items. I agree.

 

The first thing I did as soon as I joined Menarini was to set a vision for the next five years, one of which was strengthening the portfolio.

 

What I felt in the COVID_29 was that national issues could occur anytime in the future.

 

It's important how prepared we are for what happens.

 

I think strengthening the portfolio is also essential in this dimension.

 

This issue is currently being considered at the regional headquarters level as well as at Menarini Korea Corporation.

 

Currently, two products that are recognized for brand power are being prepared to be introduced in various ways to create synergies when the next product is added.

 

In particular, consumer health is now considering the concept of 'prevention'.

 

This is in line with the release of 'Flucare plus cream'.

 

We are constantly conducting studies on new products other than derivative products.

 

-Then let's talk about pharmacy communication this time.

 

There was a big change in Menarini, which was an item wholesale system From January of this year, through the new Co-Promotion partnership with Guangdong Pharmaceutical, we expect the results of mutual win-win by adding the product power of Menarini Korea and the sales force of Kwangdong As mentioned earlier, I had a lot of experience in the consumer goods business, so there are still some unfamiliar parts of the OTC industry and pharmacy channels.

 

Through partnerships with Kwangdong, we continue to increase our competitiveness in the pharmacy channel, continue to provide a portfolio of products that can secure competitiveness in various channels, as well as communication to draw closer to consumers experienced in the consumer goods industry.

 

Also, we paid much attention to the production of brochures for pharmacies.

 

We provide brochures with rich clinical and academic data and details of the product.

 

We plan to continue communication through media channels such as online symposiums and dailypharm.