Cimed is another pharmacist in the waiting room for the fall of the Semaglutide patent. The active ingredient of the Ozempic injectable pen should no longer be an exclusive Denmarquesa Nordisk from next year. “We want to have a yellow pen as soon as possible,” said João Adibe, CEMED CEO to Infomoneyalluding to the color that gives visual identity to the company.
Suitable for obesity treatment, the substance is seen by Adibe as a “drug of humanity.” “The more access we give to the population, the more benefits of longevity this type of drug can lead,” says the executive.
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The yellow pen is one of 150 products in pipeline of the Cimed Farma Division that should be released in the next five years. The horizon is longer because the company depends precisely on patent breaking to develop generics.
“We have large categories that will exhale patent in 2026 and Cimed will launch all the products that have great growth potential,” says the CEO.
While the pen does not come…
But the company cannot wait so much to hit the ambitious goal it has set for this year: after reaching R $ 3.6 billion in 2024.
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Starting from the principle that the size of the portfolio must be increased to reach this and another even more ambitious goal -$ 10 billion up to 2030 -Cimed will boost its consumption division, which does not depend on the wait for fall of patents and already accounts for more than 60% of the company’s revenue.
In this segment, Adibe signals for the launch of 130 new products in 2025. More than 70 hit the market in the first quarter of this year.
Carmed, one of the group’s most famous brands, is no longer exclusive to lip protectors and has been explored in oral hygiene products with rinse and toothpaste. Now it will also stamp a line of makeup and perfumes.
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The brand of vitamins Lavitan will lend its name to isotonic, protein drinks ready to drink and even an unprecedented line of whey protein aerated. With these products, Cimed enters the food part and aims to gain space in sales channels outside the pharmacies.
In new brands, Cimed comes with John and Mary, with babies care. The new R2M Reduction Line, a company famous for its moistened scarves, acquired by the pharmacist at the end of 2023, and will have shampoo, conditioner, body oil and perfume.
Summit Pharmacist and investments of R $ 2 billion
The news in the company’s portfolio will be announced in detail this weekend. Cimed invested $ 30 million in what she calls “the biggest summit Latin American pharmacist ”, the MSA (acronym for ‘my yellow blood’).
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Inspired by events such as Expert XP and E-commerce VTEx Day, the company wants to take advantage of the occasion to “present the company’s plans to our entire supply chain,” says Adibe. The public expectation is $ 30,000 people.
To get the plan to fold the size in five years, Cimed predicts investing $ 2 billion during this period. Resources will be directed to research and development, expansion of manufacturing structure and marketing.
The Pouso Alegre plant, inaugurated in 2022, is being expanded and the forecast is to have another factory focused on the hygiene and beauty line until the mid -next year.
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“The idea is to make this factory in the Northeast region. Start in 2025 and open in 2026, ”said Adibe.
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Jequiti and Domingão Truck
Last year, Cimed tried to acquire the Silvio Santos Group Jequiti, but the negotiation ended up not working after six months of negotiations. Adibe says that the company had a desire to enter the door to door with the acquisition. “Make the catalog guy sell the pharmacy product,” explained the executive.
The idea was to enjoy a known brand instead of creating a new one from scratch. “It is one thing to buy something that is working and put your style. Another is to create a new platform and we have other priorities, ”says the CEO.
And one of these priorities is the yellow rocket. Using a Faria Lima staff, Cimed has created a platform that provides inventory for independent pharmacies, which only pay the pharmacist for the products sold. With the premise of solving a working capital problem of the small retailer, the company has been able to increase the number of products on the shelves of these smaller customers.
Cimed may have been without the commercial insertions of milliseconds that transformed the Jequiti brand into a meme. But there will still be guaranteed space on television, as a brand that will take from the chest the nostalgic Truck do Domingão, from TV Globo.
Every $ 50 in Cimed products, the consumer has a chance to win the prize lead. But instead of barcodes sent by letter from the old version of the promotion, the participant will register the tax coupon on the pharmaceutical website or by WhatsApp. João Adibe himself, showman with more than four million followers in the Instagramis who will make the delivery.
Complicated macro
The “João da Cimed”, who was already restless, is more agitated than ever with so much news. But it does not look away from complicated macroeconomics. “Living in a country where the interest rate is 15% is unbelievable,” said the executive. “That’s why we look so much to costs so that they can get the luxury of growing up in an environment in which most are trying to survive.”
Last year, Cimed made two debenture emissions and raised more than $ 1 billion. “We set the short salaries [das dívidas] And we stretch to spend the next two years, ”says Adibe, convinced that the turbulent economy will not affect the growth plans of his company.
