La Santé

Redefining the brand architecture for a pharmaceutical company that grows regionally.

Situation

Laboratorios La Santé is a pharmaceutical group that produces and markets branded and generic medicines such as Galeno, Elter, Farmandina and La Santé. The accelerated growth of recent years led them to want to simplify the brand architecture to maintain the leadership positions they occupy in the countries where they operate.

Solution

Marqas carried out an evaluation of the strategy and recommended developing a more integrated brand architecture that included the parent company, Grupo Carval. Certain product brands were eliminated and we recommended to unify the visual identity system. La Santé solidified its presence in the market and consolidated its position as one of the three fastest growing laboratories in the region. The new brand structure reflects La Santé’s orientation towards excellence in the quality of its products, processes and services and helps build its reputation as a pharmaceutical multinational, leader in the market. La Santé went from being perceived as a local pharmaceutical laboratory to becoming a leading regional company in health care. From being focused on the treatment of illnesses, it began to be perceived as oriented toward prevention and toward building emotional bonds with its key audiences.