Labormed zakończył proces zmiany brandu

Bucharest, April 28, 2010.

Labormed, a leading  company on the Romanian pharmaceutical market announced today the completion of the rebranding process marking the final stage of the integration of the Ozone and Ozone Natural product ranges, acquired last year, into Labormed’s consolidated business.

The rebranding process was a natural and necessary continuation of the integration work and fits with the overall vision of the company which aims to be a key player not only on the Romanian market but also throughout Central and eastern European region. Full details of the new Labormed branding policy could be found on company’s new website www.labormed.eu

“Labormed has a new image which encompasses its values of trust, professionalism and healthy added value for all our stakeholders. This will support the next stage of our growth as we consolidate the wide range of products we have. Operational, in Romania and the Central and Eastern European region we will manage through three dedicated business units: Labormed for prescription generics, Ozone for OTC products and Ozone Natural for remedies based on natural plant extracts. These business areas will operate along side each other and share the same central services in order to maximize operational efficiency within the company. Our new image is warm and underscores the importance we place in the personal aspects of doing business in human healthcare.” stated Stephen Stead Labormed’s CEO.

The rebranding process, which was developed with the help of the Romanian agency Grapefruit consisted of 3 key elements; 1) designing a new corporate brand imagery which serves as an umbrella brand for the company’s 3 business units, 2) a new website communicating the new Labormed image and mission: to provide those people who care about health, primarily  doctors and pharmacists & patients , the tools to make the best  choice for their treatment and 3) new packaging livery with fresh modern imagery reflecting elements of the new brand , making it easier for patients to recognize the medicines and the therapeutic areas they treat and enhancing compliance.

Customers will start to find the companies’ products in the new Labormed packaging style in pharmacies from the beginning of May. Replacing the old packaging style with the new ones will be an ongoing process taking several months, as the current stocks will be sold.

Furthermore, the company has opened a new headquarters building, on the same site as the manufacturing site in Bucharest. All key central functions and the senior management are now located together on the one site in Blvd Theodor Pallady Bucharest.

The majority shareholder of Labormed is Advent International, one of the worlds' leading private equity firms.

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Labormed, highly reputable top player on the Romanian and CEE pharmaceutical market, is a vertically integrated pharmaceutical company.

The company has extensive portfolio of modern generics, OTC products and natural remedies as well excellent R&D capabilities. It operates world class in-house bioequivalence facilities and has the most modern pharmaceutical manufacturing plant for tablets and capsules production in Romania.

www.labormed.eu

www.adventinternational.com

Grapefruit is a Romanian branding agency with offices in Iasi and Bucharest, specialized in strategy, verbal and visual identity, packaging design and digital branding. Grapefruit’s client roster includes Antibiotice, Banca Transilvania, Dacia, E.ON, Heidi, NNDKP, OTP Bank, Pepsi Americas, Petrom, Renault, Țuca Zbârcea și Asociații, and UPC. Grapefruit is the most awarded Romanian branding agency, with nominations and awards at Rebrand 100 (USA, 2007, 2009), Identity: Best of the Best (Russia, 2007), Pentawards (France, 2007, 2008, 2009), Incheon (Korea, 2006).

www.grapefruit.ro

Labormed 2009 transactions- background information:

At the end of July 2009, Labormed purchased the entire portfolio of Ozone Laboratories products, Ozone brand and all the associated intellectual property and supply chain routes owned and managed by Ozone Laboratories. This acquisition of Ozone product portfolio will bring a strong OTC component to Labormed’s business, supplementing the company’s existing branded generic products and allowing diversification into more therapeutic areas.

At 1st of September 2009, the company continued its expansion strategy on the Romanian and regional pharma markets, by purchasing the 12 phytotherapy brands of PlantExtrakt. Through this acquisition Labored was starting to build its presence also in the fast growing natural products segment of healthcare treatments and preventative remedies.

The overall strategy of Labormed Group is to operate through three different business units: Labormed for prescription (Rx) products, Ozone for OTC products and Ozone Natural for remedies based on natural extracts. Its products are sold across the Central and Eastern European territories of Romania, Poland, Hungary, Bulgaria and the Czech and Slovak Republics.