Inside the Marketing Circle: Innobic, PTT’s New Business Group Aiming to Lead Life Science

Dr. Buranin Rattanasombat, Chief Operating Officer of New Business and Sustainability at PTT Public Company Limited, said that in 2020, Innobic was established as PTT’s New S-Curve, recognizing Life Science as a global megatrend and an important new S-curve for Thailand to improve quality of life.

It also aims to drive economic growth based on science, technology, and innovation. The company has focused on building a bioscience ecosystem, covering research, business development, and commercial distribution, to support an aging society and strengthen public health security, achieving success.

Innobic positions itself differently from other regional players by prioritizing innovation and collaboration with manufacturers, hospitals, and research organizations to create business advantages and differentiation from competitors.

We emphasize speed and scale to remain competitive, bringing expertise from abroad to Thailand through investment in Lotus Pharmaceutical Co., Ltd., a Taiwanese research, development, manufacturing, and distribution company with a global market presence, starting from initial capital.

The market value has since tripled, reflecting clear return on investment (ROI). This year, Lotus has advanced into the specialized pharmaceutical market in the US by acquiring shares in Alvogen US using the company’s own funds and loans without raising capital, elevating the business to rank among the top 20 branded generics drug companies worldwide.

This is a significant step that places Innobic into a comprehensive pharmaceutical platform, supported by knowledgeable partners and a strong business structure. At the same time, it brings quality medicines from both domestic and international sources to enhance treatment quality.

Amid rapid change, including technological and health trends, we must accelerate our development to become a leader in the next 5 to 10 years by creating modern innovations and quality medicines at accessible prices from both domestic and international sources, enabling Thais to access them.

We believe that standing alongside the Thai people means more than just supplying medicines or supplements; it means building a Life Science ecosystem that sustainably improves everyone’s quality of life.

Dr. Nat Athivitwas, CEO of Innobic (Asia) Co., Ltd., added perspectives on the major brand refresh, explaining that Innobic started operations in 2020 with registered capital of 13.564 billion baht as part of PTT, the national energy organization wholly owned by the state, divided into four business groups: pharmaceuticals, nutrition for health, investment, and technology and innovation.

This restructuring aligns with the strategy for the next five years, focusing on pharmaceuticals as the main growth driver, especially medicines for non-communicable diseases (NCDs) related to lifestyle, such as cancer and diabetes, alongside supplements. The goal is to significantly increase brand awareness.

A stronger brand means faster market expansion and business growth. Thus, the rebranding is not only an external image update but also an operational upgrade in strategy and execution to align with Innobic’s vision and demonstrate the company’s commitment to becoming a national health innovation leader that meets public health needs.

This covers prevention, treatment, and rehabilitation, supporting regional growth and opening opportunities for joint ventures and partnerships with leading domestic and international collaborators. Transitioning from energy to Life Science and repositioning on the regional stage.

Dr. Nat emphasized that Innobic aims to be the ASEAN regional health collaboration hub (Regional Commercial Platform), focusing on developing comprehensive products through to commercial markets, while seeking investment opportunities to accelerate growth toward its targets.

A key competitive advantage is the ability to connect with international partners. We bring knowledge and technology from abroad, especially through investment in Lotus Pharmaceutical, back to develop the Thai market and expand into ASEAN. This sets us apart and allows faster progress.

The Innobic Life Science Business Excellent Move Forum marks a turning point, announcing Innobic as a brand that offers people a start toward a better life, reflected in the slogan Access to Excellent Life. Innobic understands the challenges not only of patients but also those seeking health care.

Both within the country and the region, it aims to make health care easier, faster, and better. Our definition of innovation goes beyond modernity; it is accessible innovation leading to an excellent life. We act as a bridge connecting innovation with business partners in Thailand and abroad to provide equitable and widespread access to a better life.

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