Symbiopharm:

The Challenge:

Symbiopharm, a trailblazer in the microbiological therapies market in the DACH region, predominantly operated in the B2B sphere, distributing through pharmacies. Recognizing the burgeoning potential in the direct-to-consumer (B2C) segment, especially in the growing gut health market (estimated to exceed $100bn globally by 2032), Symbiopharm faced the intricate task of expanding into a consumer-focused model. This strategic shift required not only a new brand but also a consumer-friendly approach in a complex and crowded pharmaceutical market.

The Approach:

At Butterfly, we understand that, in navigating Symbiopharm’s strategic shift, we needed to adher to a multi-pronged approach that emphasized innovation, market research, and consumer-centric brand development.

Our initial step involved a thorough assessment of Symbiopharm’s internal strengths and challenges in the B2B sector. This analysis laid the groundwork for understanding how these factors could be leveraged or addressed in the B2C transition.

Subsequently, we conducted extensive research to understand consumer needs and expectations in the gut health market. This included analyzing consumer behaviour, preferences, and gaps in the current market offerings.This was supplemented by a deep dive into the semiotics of the category. Enabling us to identify the most promising areas for brand and product development. This step was crucial in ensuring that the new brand resonated with consumers and stood out in the competitive pharmaceutical landscape.

The culmination of these efforts resulted in a comprehensive brand strategy and product portfolio for launch. This strategy not only defined a clear consumer target but also encompassed a holistic brand positioning, including naming, visual identity, and product pipeline planning. Integral to this phase was our close collaboration with Symbiopharm’s go-to-market partner, ensuring the strategy was primed for effective implementation.

The Impact:

The new brand, EnvioLife launched in H2 2023, marked a significant milestone in Symbiopharm’s journey, symbolizing a strategic pivot from a pharmacy-based B2B model to a more accessible channel. This transition not only expands Symbiopharm’s market reach but also establishes its foothold in the consumer segment. The CEO of Symbiopharm lauded the project, highlighting the inspiring results and the subsequent stimulating internal discussions it provoked.

The launch of this brand is not just a business model shift but a testament to the adaptability and forward-thinking approach of Symbiopharm in the ever-evolving pharmaceutical industry.