Biolab points to opportunities in pharmacy mix management

Present on the market since 1997, the Biolab is a Brazilian pharmaceutical company with an international presence, He works in specialties such as cardiology, dermatology, gynecology, orthopedics, gastroenterology, pediatrics, clinical medicine and the Central Nervous System (CNS).

The group has a portfolio of around 500 products, distributed among the Biolab Farmacêutica, Biolab Genéricos and Avert Saúde Humana business units, as well as operations focused on animal health and nutrition.

Faced with a competitive scenario, the company has been structuring itself to sustain growth over the next few years. Among the strategic fronts is support for managing the product mix in pharmacies.

During the Abradilan Conexão Farma 2026 event, held in March in São Paulo, Biolab's commercial director, Cristiano Belolli, told the Pharmacy Guide the importance of assortment strategy for retail performance.

“The great opportunity to boost the market lies in the mix. We're seeing a growing discussion about how to expand the pharmacy mix in order to consequently increase turnover and the average ticket,” he said.

Despite the potential, there are several challenges, including financial ones. “In the economy we live in, with high interest rates, retailers can't ‘tie up’ money in a way that harms the business,” he said.

“In this context, there are initiatives, studies and joint proposals between distributors and the pharmaceutical industry to increase the pharmacy mix in a balanced way, without jeopardizing the operating cycle, especially for smaller pharmacies.”.

According to the executive, a pharmacy works with between 7,000 and 13,000 SKUs on average. However, at the independent point of sale (POS), this number can drop to around 3,000 items.

For Belolli, efficient assortment management is directly linked to supply and the ability to fulfill medical prescriptions, guaranteeing conversion and consumer satisfaction.

“Biolab has plans to expand its presence in more POS in a harmonious way, adding revenue to retail without compromising the operational cycle, while ensuring shopper service,” he said.

Higher conversion

The executive also draws attention to an opportunity that goes unnoticed by retailers. “Many POSs don't know that there is a demand for various products in their region, often on their own street, and they don't have these medicines available in the store. When the consumer looks for it and can't find it, the sale migrates directly to the competitor.”

With an eye on this scenario, the pharmaceutical company conducted a pilot project in 2025 in partnership with the Brazilian Federation of Associative and Independent Pharmacy Networks (Febrafar).

The initiative consisted of introducing three of Biolab's top-selling products into pharmacies that did not yet work with these items, and monitoring their performance over 90 days.

According to Belolli, the results were significant: pharmacies recorded double-digit sales growth and replenished their stock of products.

Investments and expansion

With three production units in operation and a new manufacturing complex under construction, the pharmaceutical company expects to maintain double-digit growth this year.

“We have a robust pipeline of launches for 2026,” said the executive. The novelties should arrive mainly in the areas of cardiology and dermatology.

At Abradilan Conexão Farma 2026, for example, the company highlighted the launch of the food supplement Os Smurfs Vitaminas, from the Avert® Human Health Line, by Biolab Genéricos.

Innovation remains one of the company's strategic pillars. “We have three research and development centers, including one abroad, where we carry out projects that will support our growth over the coming years,” said Belolli.

He also highlighted the restructuring of governance, which began in October 2025, with the integration of directors, founders, independent directors and the company's second generation of shareholders, with the aim of improving processes and keeping the company competitive. “We are in a very virtuous cycle, in full growth,” he said.

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