Hypera Pharma is a company that operates in the manufacturing of pharmaceutical products. In Brazil, Hypera owns extremely recognized brands, including different categories of pharmaceutical retail. The company is considered the largest pharmaceutical in Brazil in terms of net revenue, in addition to offering high-quality products.
Hypera Pharma has important competitive advantages for its business model:
Large-scale and low-cost production: centralized in the largest pharmaceutical operational complex in Latin America
Research and Development: works with highly qualified professionals in a modern pharmaceutical research center
Solid logistics: extensive sales and distribution structure with national coverage for various clients
Intense marketing: high advertising that increases the visibility and recognition of the products sold
Complete portfolio: operates in different categories that encompass the main classes of pharmaceutical items
Business Lines
Basically, Hypera organizes its business model into three categories of pharmaceutical products:
Prescription products
In this area of operation are medications used by various medical specialties in the basic care segment. An interesting point is that these items increase demand according to medical recommendations, in addition to being essential when requested in everyone's daily life.
Simplistically, we can subdivide this category into Prescription medications (RX), which require a prescription to be sold, and Dermocosmetics, which are basically cosmetics with active pharmacological principles and are mostly prescribed and indicated by dermatologists.
In the niche of Prescription medications (RX), its main brand is Mantecorp Farmasa which operates with several important medications, of which we can mention a few such as:
Predsim: anti-inflammatory that acts against pain and inflammation
Celestamine: combines the anti-inflammatory and anti-allergic effect of betamethasone and the anti-histaminic action of dexchlorpheniramine
Maxsulid: new formulation of nimesulide, indicated as an anti-inflammatory
Diprospan: indicated for diseases that respond to the use of corticosteroids
Mioflex-A: indicated for relief of pain and inflammation, with a formula that combines caffeine, muscle relaxant, anti-inflammatory, and analgesic
Alongside Mantecorp Farmasa, the recognized pharmaceutical Neo Química also operates in the prescription medication segment, helping to compose the extensive portfolio of medications in this category. To see all prescription drugs, access the complete list available on Hypera Pharma's website.
When it comes to the field of Dermocosmetics, Hypera operates with the main brand Mantecorp Skincare. In this scenario, it manufactures the entire line of products from:
Episol: sunscreens of various factors, colors, and models, from gel and cream to compact powder
Epidrat: body, facial, and skin soothing moisturizers
Hydraporin: body moisturizer lotion
Urby: rejuvenating serum, anti-aging, and for the eye area
Always seeking to innovate, this major brand introduced to the market the brightening agent Blancy TX (tranexamic acid + alpha arbutin + retinol), which has a patent recognized for the application of nanotechnology in its formulation, and the nail moisturizer and strengthener Unedrat.
Consumer Health (OTC)
This important category of the Company includes the OTC Medicines (over-the-counter), that is, those that do not require a medical prescription to be sold. This subdivision includes hundreds of medicines, and therefore, we can divide them into 4 categories:
Cold medications: Apracur, Benegrip, Coristina D, Fluviral, among others
Gastrointestinal: Engov, Epocler, Estomazil, Lacto-purga, Tamarine, among others
Vitamins, nutraceuticals, and supplements: Finn sweeteners, Zero-cal and Adocyl, Biotônico Fontoura and Vitasay
Pain, topical and others: Alivium, Atroveran, Doril, Gelol, Lombalgina, Melhoral, Merthiolate, Miorrelax, Torsilax, among others
Impressively, in addition to having all these great brands trusted by Brazilians, Hypera is also the owner of the line Buscopan, after acquiring the assets of Buscopan for $1.3 billion in 2020 from the German company Boehringer Ingelheim. This category includes a variety of medicines that make it a leader in the antispasmodic segment, that is, drugs used for intestinal cramps, menstrual cramps, among other abdominal pains.
Also in 2020, the Company further expanded its product base after purchasing the portfolio of medicines from Takeda for about R$ 4 billion. This collection includes products in therapeutic areas such as cardiology, diabetes, endocrinology, gastroenterology, respiratory system, and general practice. Among the main items that were incorporated into Hypera, we can mention those most recognized in Brazilian pharmacies such as:
Dramin
Eparema
Nebacetin
Neosaldina
Generics and similar
Hypera's generics and similar are of great importance not only to add to the company's product portfolio but also to increase its revenue, as they are widely used in the daily lives of many Brazilians. In this sense, Hypera has the brand Neo Química to represent it in a market of bioequivalents, which moves more than R$10 billion a year in Brazil.
Thus, its strength is based on accessibility, reach, and growing distribution through a network that already has more than 140 partners, allowing it to be present in 100% of the sales points in the country. Incredibly, according to IMS Health, about 80% of the population has already used one of the company's medicines.
To make it easy to understand, similar and generic medicines are identical to reference medicines, with the simple difference that similars are marketed under brand names, while generics are sold only by the names of the active ingredients of each product. Hypera has about 120 molecules and 190 presentations in generics in addition to 140 brands and 190 presentations in similars.
Production and distribution
The large-scale production of the immense portfolio of products from this large industry takes place in the municipality of Anápolis in Goiás. The company has an annual production capacity of more than 17 billion solid units, more than 40 million injectable units and more than 330 million units of liquids, creams, oils, lotions, and gels.
Research, development, and innovation are crucial characteristics in the pharmaceutical sector for business expansion and for increasing the credibility of products with doctors, sales networks, and end customers.
To supply all items on a national scale, in a country of continental dimensions, Hypera has a broad and strengthened structure with more than 230 distributors. Thus, the company reaches 100% of the sales points (PDVs) both through the direct channel (pharmaceutical retailers) and the indirect channel (distributors), as well as through the Transfer Order model, in which it receives the order and some distributor invoices and delivers the goods to the end customer.
Market positioning
To illustrate Hypera Pharma's strong market positioning compared to major global competitors in each segment, we can analyze that it maintains high levels in all categories in the ranking.
To play an important role not only in Brazil but also globally, it has global partnerships. In other words, this development and collaboration strategy allows its operations to be initiated in other countries and for its products to reach new customers, expanding the reach of its products as well as increasing scale.
The entire history of the Company begins in December 2001. At that time, the company was called Hypermarcas and produced the main personal care, cleaning, and food items in Brazil. This focus was predominant until 2006, when it began to take its first steps in the pharmaceutical sector.
In 2007, it acquired the DM Indústria Farmacêutica, at the time the vice-leader in over-the-counter medicines. Just a year later, it acquired Farmasa, an important group in this industry founded in the 1950s. With this, it achieved leadership in OTC medicines in Brazil. This operation also marked the Company's entry into prescription (RX) medicines.
It is still in 2008 that it goes public in the Novo Mercado segment of Bovespa, raising about R$700 million in the opening process. With the capital raised in its IPO, following its expansion plan, the company makes a series of acquisitions between 2009 and 2011, which would give greater direction to the company's future focus.
In other words, it carries out the purchase of the Neo Química laboratory in 2009 marking its entry into the niche of similar and generic medications. In 2010, it acquired Luper Indústria Farmacêutica, founded in the 1940s, to complement its portfolio of generics and OTC products. And finally, in 2011, it becomes the owner of Mantecorp, which consolidated its position among the leaders in the Brazilian pharmaceutical market.
Still in 2011, Hypermarcas sells its stake in the food and cleaning businesses, something that would bring greater focus to specialize in pharmaceutical products.
In 2012, the Company jointly founded with Aché Laboratórios Farmacêuticos, the EMS Participações and União Química Farmacêutica Nacional. In addition, it founded the joint venture Bionovis – Companhia Brasileira de Biotecnologia Farmacêutica, with a research and development strategy focused on the biotechnology products segment.
By 2015, the company initiated a divestment plan in the personal care sector, which would leave it operating exclusively in the Brazilian pharmaceutical market. Thus, it sold its cosmetics operation to Coty, and then its condom operation to Reckitt Benckiser in 2016. Additionally, it began selling its disposable business to Ontex, with the transaction only finalized in 2017.
In 2016, the division and consolidation of its business model occurred in three categories: Consumer Health, Prescription Products, and Similar and Generic Products. In the same year, it began constructing a modern Innovation Center to accelerate the pace of new product launches, with a priority focus on incremental innovation.
After so many transformations, the company decided to completely reconfigure its brand to definitively declare its market of operation. From this perspective, it changed its corporate name from Hypermarcas S.A. to Hypera S.A., adopting the corporate brand Hypera Pharma.
Recently, in 2020, the Company made two acquisitions considered transformational for its business. The first was the purchase of the product portfolio from the Japanese Takeda, and the second includes the Buscopan product line from the German Boehringer Ingelheim, which supports the portfolio innovation strategy and leadership in the pharmaceutical market in Brazil.
