bpositive International Pte Ltd recently made strategic moves to expand its footprint into the Malaysian market, alongside simultaneous launches in Australia and Singapore. This expansion initiative was carefully planned to leverage existing product expertise and established relationships, aiming to capture a broader market potential while mitigating risks.
In a recent exclusive interview with BusinessToday, bpositive, founder, Corey Bryant said that in the initial phase, the Singapore -based company focused on familiar product categories and capitalised on existing partnerships to facilitate engagement.
Notably, the company introduced a kids’ range of plasters themed around the popular “Minions” from the Despicable Me movie series. The alignment aimed to resonate with local consumer preferences and enhance brand appeal through relatable and visually appealing products.
Corey said that they launched their products across multiple markets to maximise market reach. Despite perceptions of increased risk, the company’s strategy was rooted in leveraging Corey’s insights and established networks across Australia, Malaysia, and Singapore. Early successes in the Australian market provided a foundation for establishing presence and operations in the other countries.
Additionally, Corey said that to bolster its market entry in Malaysia, they prioritised building brand credibility and awareness through targeted marketing initiatives.
“To do this, we conducted thorough market research to help identify how best to position ourselves and adapt to local market trends.
As we get traction, we are moving to stage two which is to develop new categories in the healthcare space,” he added.
Looking ahead, bpositive plans to advance to the next stage by expanding into new healthcare categories as it gains traction in the Malaysian market.
However, Corey noted that navigating regulatory requirements across different countries presented significant challenges. Each market posed unique regulatory landscapes, characterised by complexity and potential costs. To mitigate these challenges, they invested in developing internal capabilities to navigate regulatory frameworks efficiently, thereby reducing costs and accelerating execution timelines.
Importance of Cultivating A Brand Identity That Resonates With Consumers
Drawing from nearly two decades of experience in the medical device sector, the Corey said he has applied key insights to drive the company’s founding and development.
Having held pivotal roles at industry giants including Johnson & Johnson, Smith & Nephew, Stryker, and Coloplast, the founder has distilled essential elements of success observed in these organizations into bpositive’s operational ethos.
Central to the company’s strategy is a commitment to delivering high-quality products that accelerate recovery and improve patient outcomes.
Beyond product excellence, Corey recognised the importance of cultivating a brand identity that resonates with consumers.
“Once we finalised our product design and quality, we then had to find ways to make bpositive appealing and memorable for customers. We wanted to be known as a healthcare company which really cares. One which makes a positive difference to people’s lives,” Corey said.
What Makes Them More Than Others
Corey said that they distinguishes themselves through a unique blend of purpose-driven initiatives and unconventional branding strategies.
At the core of the company’s identity lies a strong commitment to social impact. Every product from the company features a prominent message: “Making a positive impact together.”
Through its innovative Buy1Help1 initiative, bpositive allows customers to contribute to charitable causes with every purchase. This mission not only resonates deeply with consumers but has also garnered enthusiastic support from prominent business partners in Malaysia and Singapore, including Caring, Alpro, BePharmacy, MyNews, Guardian, Cold Storage, and 7eleven.
The initiative’s success is rooted in its dual benefit: customers feel empowered knowing their purchases contribute to a greater good, while business partners embrace the opportunity to support a socially responsible brand. This synergy has propelled the company’s rapid market penetration and strengthened its reputation as a conscientious player in the industry.
Moreover, the company distinguishes itself through a bold and vibrant brand persona. Eschewing traditional norms, the company’s packaging is designed to be fun, bright, and slightly edgy, aimed at uplifting consumer spirits with every interaction. To further enhance engagement, they also employ creative marketing tactics such as featuring a local Malay dressed as a superhero, generating engaging social media content that resonates with a diverse audience.
Expands Global Reach and Diversifies Product Portfolio
“Our long-term goal is to establish bpositive as a global leader in healthcare and be recognised for marking a positive impact on people through our profits,” Corey said.
The company aims to leverage its growth to expand the reach and impact of its Buy1Help1 initiative, which allows consumers to support charitable causes with each purchase.
Looking ahead, the company is poised to capitalise on numerous growth opportunities. One key focus area involves exploring strategic acquisitions of brands that complement its existing portfolio, aimed at accelerating expansion and diversifying its product offerings.
Additionally, the company plans to organically expand its product range into new categories, harnessing the intersection of technology and healthcare to drive innovation.
Expansion into new markets such as Thailand and Indonesia also features prominently in the company’s growth trajectory, seeking to broaden its global footprint and amplify its charitable contributions on a larger scale.
