“This will be a striking year for the company”

Ivan Caiuby Neves Guimarães is a lawyer and, while talking to a client was introduced to Bioextra, an ideal product for anyone suffering with a dry mouth. I got amazed by its efficacy and features besides the positive patients testimonials. After studying about it, I decided to trade it in Brazil.?, says Ivan.
 
Thats?s how Biosinergia was set up, a partnership between the director and president Ivan Guimarães, and the projects director, Guiomar Martins. ?Biosinergia was set up in order to provide our patients well-being and high quality products?, adds the lawyer.

While talking to Top Team, Ivan and Guiomar tell details about Bioextra launch in Brazil, comment about the tools used to promote the product and show interest in establishing partnership with other laboratories.

Top Team: Which is the extent of differentiation of Bioextra?

Ivan Caiuby Neves Guimarães: The product Provides the feeling of long-lasting moisture, especially at night. Bioextra's active ingredients are: Lactoperoxidase, Lactoferrin, Lysozymes and immunoglobulins which are all extracts of natural salivary components and mimic saliva's natural protective activity. The product promotes a normal, balanced oral environment. It is easy to use and tolerate. It improve sufferers quality of life and it is suitable for denture wearers, diabetics and children. Finally, it promotes fresher breath.

Guiomar Martins: Bioxtra can be used as creme por gel. It does not contain alcohol, menthol or foaming agents which dry the mouth.

Top Team: What is the main focus of its promotion?

Ivan: We have done a totally new kind of work, as in Brazil people are not used to having oral care habits. We aim at making the product well-known among physicians in Brazil besides creating permanent oral care habits.

Guiomar: Concerning that preventive oral care prior to chemotherapy and radiotherapy is, unfortunately, quite recent in Brazil, only the major oncology centers provide this kind of treatment. As a whole, physicians? feedback has been great, especially because the product is tasteless, so it does not taste like medicine.

Site: Biosinergia has a site at www.biosinergia.com.br. How important is it to make use of this tool?

Ivan: A site is highly important for a company like Biosinergia, as several patients and healthcare professionals often access it in order to obtain further information. As a consequence, we are concerned about having a site about our company, our activities, providing technical and scientific information as well. In the site, for instance, there is a page just for professionals to access Bioextra comparative studies with other products available on the market worldwide.

Guiomar: The site is a very relevant tool in terms of expanding the relationship between Biosinergia, the patients and physicians. It has achieved its goals, besides, the number of hits and registers have been increasing.

Top Team: Which are the other tools used to promote Bioxtra?

Ivan: We will, from now on, invest on seminars, lectures, congresses, besides undergraduate courses. We will expand the range of promotion through commercial and academic channels.

Guiomar: The main tool used to launch Bioextra is all the several studies published abroad, which have been taken to physicians through pharmexx Brazil sales teams. At the moment, we have also worked with these tools but we will also invest in resources to our sales teams.

Top Team: Has competition reacted against the launch and the promotion of Bioextra?

Ivan: We face no competition. A study has been taken comparing Bioextra and Biotene, and our product was superior. Besides, Biotene initially focused on Dentistry and then moved to Oncology. On the other hand, our product targets Oncology and has superior quality, meeting all the professionals? needs.

Guiomar: We haven?t noticed any specific feedback from competition. Biotene, sincerely, hasn?t bothered us.

Top Team: Does Biosinergia intend to have partnership with other laboratories?

Ivan:We are deeply interested in establishing partnership with other laboratories as distributors, as long as the product meets Biosinergia values and mission, and as long as it promotes the patient?s well-being.

Guiomar:Partnerships are always positive and Biosinergia is always open to listen to suggestions and proposals. We prioritize the patient and the products that might meet their needs effectively.

Top Team: To wrap up, what does Biosinergia expect for 2008?

Ivan: This will be a striking and rewarding year for the company. We intend to implement Bioextra line, already traded in gel or creme. We will launch spray and mouthwashes.