Brand recognition is a critical part of businesses of all shapes and sizes. For juniors, it can be an extremely difficult thing to achieve for a multitude of reasons. Once in a while, developmental companies will go after a well-known public entity and bring them on as an ambassador to help promote the company or a product, but it is by no means something that happens daily and the effect is something worth following along with to witness the impact.
Genmed Holding Corporation is a company that is currently putting the “big star endorsement model” to the test. With bases in both Hollywood, California and the Netherlands, Genmed is focused on the delivery of low cost generic pharmaceutical drugs directly to distribution channels throughout the world primarily through its 100%-owned subsidiary, Genmed B.V., which is registered in the Netherlands.
Genmed has two generics in its portfolio, Paracetamol (Acetaminophen) and Suprafen (Ibuprofen). Paracetamol is a widely-used analgesic and antipyretic medication. Most people have taken or at least heard of Acetaminophen as it is commonly used for the relief of fever, headaches, and other minor aches and pains. As far as Suprafen, the registration is already in process with Genmed expecting to receive the sales license in the first quarter of 2012. Suprafen contains the working ingredient ibuprofen, which is a non-steroidal anti-inflammatory drug listed on the World Health Organization’s “Essential Drug List” as a minimum need to a basic healthcare system. It is used for relief of symptoms of arthritis, primary dymenorrhea, fever, and as an analgesic, especially where there is an inflammatory component.
Early in April, Genmed signed an endorsement deal with star of the silver screen, Eric Roberts, to act as a spokesman for the Company. The Academy Award nominated actor is hitting the streets to promote the generic drug maker in a big way. Genmed has worked with Scripted Consulting Group and CW Rainmakers to increase viewership of Eric Roberts’ video pieces including the corporate Video News Release (VNR) and clips of his recent appearance on Access Hollywood Live. Corey Vandenberg, CW’s President, said, “We’re off to the races on this one. YouTube and Twitter are the more well known of the social media outlets we’ve enhanced. Well over 130 video sharing web junctions are included in this undertaking. Viewership, and therefore public awareness, is projected to skyrocket.”
Going viral is not the only means by which Genmed is looking to spread the corporate word. Genmed announced yesterday that Mr. Roberts was interviewed by basketball legend, John Salley, on his television show “Game on with John Salley”, which airs on Sunday evenings on the Reelz Channel. The twenty-minute interview covered everything from movies to Genmed. As filming wrapped up, Salley showed his enthusiasm for Genmed Holding Corp. when he asked Eric, “Hey man, can you hook me up with some of their stock?” The Eric Roberts’ interview will be aired in one to three weeks.
Will the whole endorsement by Eric Roberts work? That remains to be seen, but Genmed is certainly going to be a benchmark as they are going at the idea with much vigor. Time will tell, but investors should keep an eye on the stock when the interview hits the air; if for no other reason than to see just how well this sort of marketing performs for a junior company.
More information on the Company is available on the Genmed website at www.genmed.nl