Navigating the Belgium pharma landscape with confidence
Interview with Ruben Suply, General Manager and CEO of Axone Pharma N.V. headquarters
It takes insider knowledge as well as expertise and experience to be successful in the highly specialized pharmaceutical market and to help partners achieve desired success. This is exactly what Axone Pharma N.V. does. The company ensures that pharmaceutical companies find their way into the market and offers profound sales, marketing and logistics services. Axone Pharma is now one of the most reliable partners in the market, as General Manager and CEO Ruben Suply emphasizes in the interview.
European Business: Mr. Suply, it seems that Axone Pharma has enjoyed real success in the market.
Ruben Suply: The company was founded in 2011 by Olivier Delaere as a specialist in sales, marketing and logistics services for the pharmaceutical market. The founder was and is no stranger to this segment and is now the CEO of Febelco, the largest pharmaceutical wholesaler in Belgium. Since 2016, Febelco also owns our company to 100%.
European Business: So, you are now a subsidiary of Febelco?
Ruben Suply: We are indeed, however, we are still independent and we determine our own course. But there are many synergies between Axone Pharma and Febelco. Without Febelco, we would probably not be where we are today.
European Business: Where do these synergies show?
Ruben Suply: After the take-over we were able to respond to a large number of enquiries from major companies that wanted to work with us. We are talking here about large distribution contracts with international players.
European Business: Apart from your role as a service provider, you are also active in the private label segment?
Ruben Suply: We launched our own brand, Febelcare, in 2014. This was actually a logical consequence of the takeover. At first, we only had a small production, including sterile compresses, but we quickly became the market leader within this product group. This segment has now become an important part of our company. Febelcare comprises various high-quality product lines in categories such as wound care, self-diagnostics, coughs and colds, mosquito repellent products, eye care and others.
European Business: Have you grown along with your portfolio?
Ruben Suply: Today we essentially have two businesses – the service part and our private label Febelcare. This has made us more independent and stable in the market.
European Business: Let’s talk a little more about your portfolio.
Ruben Suply: We offer market analysis, brand positioning, and portfolio management consulting. We address pharmaceutical companies looking to enter or enhance their presence in the Belgian market. If a pharmaceutical company is looking for an all-in solution, we offer our support. We also offer additional sales and marketing power to companies that are already active in the market. These can be large international companies or small start-ups with a great product who don’t know how to bring it to market.
European Business: Do you always look closely at your customer’s needs?
Ruben Suply: Especially for small businesses, we develop the strategy and the steps that lead to success. We even go so far as to develop advertising campaigns and claims on the packaging. We know which pharmacies need to be visited in order to sell the product. We have a lot of experience with pharmacies; that’s basically our USP. We understand the complexity of this market.
European Business: What are your plans for the future?
Ruben Suply: Above all, we want to keep external partnerships alive. We don’t decide for or against our own brands or private labels; we choose both. We continue to seek long-term partnerships with good products and professional companies. We can offer companies real added value. The pharmacy landscape is changing. It is the mission of our private label to ensure that pharmacists in Belgium can survive and prevail against emerging competition. We offer fast services, direct deliveries and reasonable instruction on the products by our consultants. This is how we have become a great success story. And we can achieve this not least thanks to our parent company Febelco. This is a good basis to look most optimistically into the future of pharmacies in Belgium and beyond.