Moxie, a range of children medicines, was recently introduced into the Nigerian market by Pharmalliance.
Speaking with Pharmanews, Pharm. Adeshina Opanubi, project catalyst, Pharmalliance, disclosed that the newly launched Moxie is a revolutionary brand which seeks to cause a positive disruption across the entire value chain of the Nigerian pharmaceutical industry.
“This is because we believe that MADE-IN-NIGERIA shouldn’t be synonymous with average outlook, performance or quality. As a group of forward-looking community pharmacists, we, therefore, decided to conceptualise and deliver a brand that would match anyone produced anywhere in the world.
“We support and commend the work NAFDAC is doing to promote local production and we believe the only way we can show clear support to the work of the agency is to throw our hat in the ring and lend credence to the campaign by NAFDAC,” he said.
Opanubi further stressed that Pharmalliance, being a group of community pharmacists with over 100 stores in Lagos and environs, is committed to the production of products that meet the stated and unstated needs of consumers.
“In our quest for delivering a quality product, we kept an eye on our costs because we know we operate in a price-sensitive environment hence the need to deliver a premium quality product at a price acceptable to the average Nigerian,” he noted.
In a related development, Dr Bola Keshinro, the manufacturing consultant, who was responsible for the production process of Moxie has reassured that Moxie quality compare favourably with its counterpart both in Europe and America.
Keshinro, stated that the key raw materials especially the Active Pharmaceutical Ingredients (API) and flavours used for the production process were largely sourced from Europe, while other materials were directly taken from stockists in India who supply American and European manufacturers.
“Both formulations are capped with universally certified child resistant caps. In addition, the paracetamol comes with an easy dosing syringe which makes it very convenient for mothers.
“One of the unique selling points of the product is its taste. The child resistant caps provide safety features eliminates the risk of children opening or self-dosing,” he reassured.
Applauding the depth of details that went into Moxie pack design, Pharm. Lere Baale, strategy adviser to Pharmalliance and CEO of Business School Netherlands, who graced the event, was quite optimistic that the product would gain prominence and acceptance in the health sector soon.
He opined that no matter how good the formulation of an over-the-counter medication, the pack had to be visually appealing to attract the customer.
“This is known as the first moment of truth. The second moment of truth is when the customer consumes the product and, of course, the third moment occurs when the consumer has used the product and gives feedback on his experience.
“Since the product excels on the three important moments of truth, it therefore means that the chance of repeat patronage is high once customer satisfaction is achieved,” he emphasized.
In his final submission, Opanubi declared that Moxie is the only registered children formulation in Nigeria that has a dedicated portion on the pack for pharmacists’ labelling and dosage instructions.
According to the former Pfizer staff, this was specifically introduced to promote professionalism among colleagues.
Moxie is distributed nationally by New Heights Pharmaceuticals and Rockforth Limited and is available in registered wholesale and retail pharmacies all over Nigeria.
At the moment, only Moxie Strawberry flavoured Paracetamol and Orange flavoured Vitamin C are currently available in the market.