Swiss Biogenics rebrands as Sunshine Healthcare Lanka

Thursday, 17 July 2014 01:27 -     - {{hitsCtrl.values.hits}}

A leading listed diversified conglomerate, Sunshine Holdings PLC, rebranded one of their subsidiaries with the intention of positioning the group as a key player in the healthcare segment. The move, which has been planned for well over a year now, will transform the well-known pharmaceutical company Swiss Biogenics Limited (SBL), into Sunshine Healthcare Lanka (SHL). While it may seem like just a name change, Sunshine Holdings PLC Group Managing Director Vish Govindasamy says that much thought was given, as there was a dire need for a Sri Lankan brand identity for their pharmaceutical company. A past president of the Sri Lanka Chamber of Pharmaceutical Industry (SLCPI), Vish Govindasamy says that there is a lot being thrown at those operating in this industry in current times. “Therefore good governance and ethical practices are a part of our brand promise and we need a distinct brand identity to reiterate this to our stakeholders.  Since the Sunshine brand has positioned itself as a respected name in the consumer market, it was a natural evolution for SBL.” “Having a Sri Lanka brand identity is very important, especially at a time when our island nation is repositioning itself in the eyes of the world. Our tourism and tea brands are becoming iconic internationally. As much as we are looking outward in positioning our brands we also need to look inwards; especially when it comes to the pharmaceutical industry, which is dealing with lifesaving consumables. We need to give certain assurances to the public and we have recognised that this does not come only from the reliable imported brands we market but also from what we stand for.” Vish Govindasamy says that the best example for this is the formula the company has adopted with Sunshine Healthcare Lanka’s 100% owned subsidiary Healthguard.  The Healthguard pharmacies on principle will not stock any drug that does not have certification from the relevant Government bodies. “What this means is that Healthguard stands as a guarantee to the patient. When they buy their medicines from our pharmacies they can be assured of its safety and compliance with the laws of the country.” To further exemplify the company’s brand image and promise, he draws a parallel between the synergies of Sunshine Healthcare Lanka and its subsidiary Healthguard, as the company has complete control of its supply chain right up to the patient.  “The Healthguard pharmacies are rapidly expanding and although currently they are in Colombo and its suburbs, we have expansion plans for the length and breadth of Sri Lanka.” Sunshine Healthcare Lanka is not a newcomer to the local pharma industry. “The roots of this company go back to a pharmacy set up by our family back in 1967. It was a time when the multinationals were strongly positioned here, and pharmacies like ours played a strong secondary role. However, as time passed we ourselves became agents for these international companies, which brought about the formation of SBL. In the past few decades we have grown in knowledge and stature and today we represent some of the top international brands in innovator drugs and generics.” “Today Sunshine Healthcare Lanka offers a broad range of customised services from registration to importation, customs clearance, sales, marketing and merchandising, warehousing and physical distribution. Some of our partners are Abbott Laboratories, Zydus Cadila, Glenmark Pharmaceuticals, Novo Nordisk, Johnson & Johnson Medical, 3M Healthcare, GE Healthcare and Siemens Diagnostics.” The Group Managing Director of Sunshine Holdings PLC also points out, “The high standards we maintain will remain whatever name we assume. However, names are important from a commercial and marketing point of view and in our endeavour to make it a truly Sri Lankan brand there was the need to reposition. As the conch shell depicted in our sunshine logo, this new image will herald good news to all our stakeholders i.e. patients, regulators, hospitals, healthcare operatives as well as our investors. As a premier healthcare partner to both the Government and Private sector, we will continue to be a partner of change as the industry landscape further transforms in Sri Lanka.”Sunshine Healthcare Lanka limited is the partner for choice for international healthcare companies seeking to grow their business in Sri Lanka, in the areas of pharmaceuticals, surgicals, diagnostics, medical devices and consumer health products. SHL is a leading market expansion services provider, with the largest specialised healthcare team, with over 350 medical marketing and sales personnel. The Sunshine Group’s 47-year entrepreneurial journey began with the healthcare business and has over the decades diversified in to becoming a publicly listed conglomerate with interests in Healthcare, Agri-business and FMCG.