Bringing Aesthetic MEdical Innovations to MarketWed, 09/09/2015 - 12:12
The last few years have seen many doctors breaking into the field of aesthetic medicine, which has experienced a significant market growth that makes it easier to import products and launch them on the Mexican market just a week after Europe. Medicina Estética Europea is taking advantage of this opportunity. Having started as a family company, its initial goal was to create a company to import cosmetic products with an initial client base of four major cosmetics companies. Today, Oscar Monroy, Commercial Director of Medicina Estética Europea is convinced of the strength of the market. “Our innovative products are able to keep pace with their European counterparts,” he says. Medicina Estética Europea manages top-quality product lines from mesoestetic Pharma Group, a pharmaceutical laboratory recognized as international leaders in the field of dermatology and aesthetic medicine.
Mesotherapy is at the core of Medicina Estética Europea’s business. This is a non-surgical cosmetic treatment that targets the mesoderm by using electroporation equipment. As a complement to aesthetic surgery, mesotherapy is particularly effective against cellulite, signs of ageing, and unwanted pigmentation. Struggling to get people to familiarize themselves with new niche products is something that companies frequently face. “When the company was created, these products and procedures were almost completely unheard of in Mexico, so we encountered a great deal of skepticism,” Monroy explains. Today, however, it is extremely common to find non-invasive, hyaluronic acid-based products that can alter the skin without damaging it. Monroy believes there are significant growth opportunities for aesthetic products formulated with non-reticulated hyaluronic acid without a filler effect like the company’s Mesohyal range. This substance provides the skin with additional moisture, improving its quality and elasticity in both facial and body treatments.
Medicina Estética Europea targets qualified physicians and dermatologists, generally those with aesthetic medicine studies that are backed by a Mexican institution. This goes hand in hand with education workshops run by laboratory-hired professional speakers at medical conferences. The company held its last event at the PanAmerican Institute of Scientific Professionals (IPPC), and it also holds events on proper skin care across the country, including Veracruz, Cancun, Merida, Mexico City, Guadalajara, Monterrey, and Tijuana. As exclusive distributors for prestigious brands, Medicina Estética Europea has an extremely large, prosperous market, especially in humid and hot climates, such as Merida, Veracruz, and Cancun. For Monroy, it has been easy to adapt marketing strategies to the Mexican skin and population. “The growth of social media means that most of our customers are already acquainted with mesoaesthetic pharmaceutical products even before they are launched to the local market,” Monroy says.
Recently COFEPRIS has closed several unaccredited aesthetic clinics that were operating illegally or providing unregistered products. Monroy believes COFEPRIS is doing a great job in regulating the sector and closing clinics that were operated by unqualified professionals or were providing unsafe treatments. Regulatory guidelines also record sanitary data for every cosmetic product imported into Mexico, including ingredients and therapeutic requirements. Monroy explains, “Regulation for cosmetics is considerably less strict than it is for cosmetic medicines. At Medicina Estética Europea, we do not sell skin medications, only aesthetic products, nor do we have an interest in incorporating them since the aesthetic market is relatively large.” Monroy also stresses the importance of developing education courses for professionals interested in opening an aesthetic clinic so as to provide guidance on required regulations and certifications.
Future plans for the company include expanding its national coverage. Monroy is determined to capitalize on regional and national conferences and symposiums by promoting the best products for aesthetic cosmetic medicine. Events are an excellent way to stay up to date with the latest technologies. Moreover, Monroy states, “Over the course of 2015, we hope to consolidate our business, strengthen ties with our current clients, and expand into other states. Nuevo Leon is first, followed by Baja California, since both are strong markets. Finally, we will strengthen our sales force, bringing products closer to our clients and educating them on our products.”