Orifarm

Line Bentsen Zacho

In 2020, the biggest acquisition in the history of Orifarm was initiated. The acquisition included more than 100 pharmaceutical products and five food supplement brands, together with approximately 600 employees from the pharmaceutical company Takeda.

As Europe’s largest parallel importer of pharmaceuticals, acquiring its own brands brought about many changes to the business as well as the marketing function.

We stand on more pillars now, currently consisting of two business units and seven business areas: generics, over-the-counter (OTC), consumer healthcare, promotional Rx, clinical trial supplies, unlicensed medicines, and parallel import.

In all parts of our business, we work toward ensuring that end-users have access to the pharmaceuticals and treatment they need to live as healthy a life as possible.

Ensuring the Best Possible Quality of Life for as Many as Possible

From a marketing perspective, the new areas of the business, and thereby the journey from generics to pharma brands, have significantly changed the marketing function.

We have set up a completely new marketing team and have had to continuously learn and improve working with consumer marketing in a healthcare and Orifarm context. We have added new ways of working this also changed the identity of our company. However, our purpose remains the same: We work to make healthcare a better deal for the people, partners, and communities we proudly serve – whether by sourcing pharmaceuticals at lower costs or by providing established OTC brands.

The marketing department is no longer just focusing on point of sale. It now includes the entire patient/ consumer journey. We are working on activating and developing brands further. We develop new line extensions within paracetamol, ibuprofen, and food supplement brands. It has undoubtedly been a large change and expansion in the marketing team, and the changes have happened at full speed.

Global Concepts and Collaboration

We continuously evaluate our performance and set ambitions for existing and new brands, agreeing on our ambitions leading up to 2030 and beyond. It’s in the Orifarm spirit; we are always aiming higher.

In 2023, we launched the very first Orifarm’s owndeveloped food supplement brand, mbraceTM – a product series for women in menopause available in Denmark, Poland, Austria and Norway, expanding to other countries in 2023 and 2024. With the launch, we also gained valuable insights and learnings on how to accommodate and iterate differences in consumer needs and behaviours in the countries where Orifarm’s healthcare brands are represented.

It has been and is indeed an interesting journey to be a marketeer in a company as ambitious as Orifarm.