• Mature Brands

  Breathing new life into mature brands.

  All multi-national pharmaceutical companies (MNC) have a significant portfolio of mature and established products. Over time, a strategic focus on the newly launched products results in a steady decline in sales of the established brands, as less resources are targeted on their promotion. This decline has to be compensated for by greater growth of the newer portfolios.

  The MENA Region is ‘brand orientated'. Historically mature products have had significant investment; consequently they still have significant brand equity, which if promoted effectively, can deliver strong additional sales resulting in an extended life cycle.

  We, at Dayarn Pharma, have the capability to ”foster” these mature brands, putting in place sales and marketing strategies to grow them further, giving incremental business to the MNC. Once a mature product portfolio has been identified and agreed with the MNC, Dayarn Pharma deploys its own dedicated field force for promotion. The Dayarn team has excelled in representing multiple therapy areas, demonstrating the additional commercial value of this approach for the extension of the product life cycle.

• New Molecules

  Introducing new molecules into the challenging MENA region with Dayarn's established and highly professional teams.

  Dayarn Pharma understands the regulatory process needed to ensure new molecules are registered on time and at the right price. The regional regulatory process is fragmented and complex. Dayarn has the capability to introduce new entrants to the region with novel molecules: regulatory approval being the start of the journey. We evaluate the commercial opportunity and the competitive landscape for the product. The strategic and tactical plan includes the target customers, product positioning, promotional materials, and an optimum field force size and structure for effective launch. Most importantly, success lies in the effective implementation of this plan by an experienced team that knows the market. We have the relationships and a proven track record showing we launch new products effectively.

CONSUMER HEALTHCARE

Connecting consumers with their brands of choice for a healthier lifestyle.

Consumer healthcare (CHC) is booming in the MENA Region with annual growth rates of nearly 20% in some markets. Dayarn Pharma has monitored this trend carefully over the years, taking the strategic decision to establish teams for the promotion of CHC products to capitalise on this opportunity. We have the skills and expertise needed to drive brands, creating the brand equity essential for long term growth of any CHC business. We have strong relationships with the key pharmacy chains in the region (the major outlets for such brands) and can help our partners build a strong presence in the region.

HEALTH & BEAUTY

Giving consumers access to the finest quality health & beauty products.

The diversity of dermatological conditions affecting consumers across the region and the increase in spending power on personal beauty care, all provide for a great market opportunity. We use our established relationships with healthcare professionals and pharmacies to create greater synergies for commercialising health and beauty portfolios.Dayarn has its own team of Pharmacy Representatives, Medical Representatives and Beauty Advisors in Pharmacies to deliver “point of sale” (POS) activities, complementing the highest quality promotional initiatives and so building brands in this segment. Regionally, we have successfully launched one of the premium Estee Lauder brands demonstrating our specific marketing expertise. Our regional knowledge and experience is invaluable for our partners, current and future.

MEDICAL DEVICES & TECHNOLOGY

Delivering innovative medical device technologies to help consumers improve their health and quality of life.

Our focused strategy targets three key areas to provide maximum revenue growth and product longevity across the region. Firstly; “Direct to Consumer products” that address diagnostic and treatment options for many of the leading modern disease conditions. Secondly; a focused approach to the Health and Beauty products that fit into the rapidly growing Anti­Aging and Well Being market. Thirdly; Mature and Innovative Hospital based products that address expanding healthcare needs, generating fresh sales and maximising revenue potentials. Our established infrastructure and expertise in all these markets, including all regulatory processes, means we can support the success of all such devices in the MENA Region.