Interview With PacificBlue Health Managing Director – John Kim

Interview With PacificBlue Health Managing Director – John Kim

Q. Hello. Thank you for your company introduction.

PacificBlue Health (PBH) was founded in Australia with a passion for better gut health and the hope that “we all want to be much healthier and happier.”

PacificBlue Health (PBH) has researched, developed and marketed a range of Australian probiotic products to improve the health of millions of Australians affected by intestinal health problems in the face of the fact that more than half of Australians suffer intestinal health problems every day from painful states such as bloating, flatulence calls, pain and bad bowel habits.   

PacificBlue Health (PBH) adhere to strict quality parameters – and meticulously select all ingredients based on scientific evidence, tested independently for quality, efficacy as well as purity. Our focus is on efficacy, not cost.

PacificBlue Health (PBH) adhere to a prescription pharmaceutical companies quality protocols and standards, so there is a lot of interest in efficacy. We believe that the product should actually be beneficial to health over hyped marketing claims. We tested lactic acid bacteria derived from nature in collaboration with the National Instituteof Complementary Medicine and clinical research companies to verify effectiveness; in accordance with TGA drug monitoring regulations. Stability tests are conducted periodically during the product warranty period of 2- years, so most customers who have experienced Elementelle Probiotics+ products from Pacific BlueHealth (PBH) actually experience efficacy.  

Other companies, on the other hand, think of lactobacillus as a healthy food and rely on brand marketing to sell their products. These are the key differences between pharmaceutical company PacificBlue Health (PBH) and other Australian brands.

Q. What kind of relationship do you know of a company that is associated with end-to-end parties?

80-year-old Chong Kun Dang (CKD) is a pharmaceutical company that has been producing anticancer drugs since1965. PacificBlue Health (PBH) has a strategic partnership with    CKDBio. CKD’s patented Proline method of lactobacillus is supplied under exclusive agreement.

Q. Please describe elementelles lactobacillus products made at Pacific Blue Health.

What are the differences from other products?

Lactic acid bacteria have different efficacy by type. For example, some lactic acid bacteria are particularly effective in triglycerides, and other lactic acid bacteria are effective in immunity, and there are also good lactic acid bacteria for skin care. We combined these lactic acid bacteria with vitamin and minerals to find the most appropriate formula for gender and age.

The introductory range is comprised of five products: Kids Immunity and Learning Powder products for children, Anti-aging lactic acid bacteria (Healthy Ageing) capsules, Hair Skin Nail capsules, Brain and Cognition lactic acid bacteria capsules as well as convenient sachets.

In October 2020, we will be introducing insomnia, anxiety-relieving lactic acid bacteria (Sleep & Anxiety) capsules, Immunity Guard capsules, and Everyday Wellness capsules.

Scheduled for release in March 2021: IBS Defense, Eczema Guardian and Women’s Health & PMS Balance.

In the second half of 2021, PacificBlue Health will introduce Probiotics + Collagen (female skin health), and  a unique lactic acid bacteria for the improvement of certain organs (liver, kidney) and disease (osteoporosis).

Elementelle Probiotics+ products are based on a multi-action formula with the addition of probiotics, prebiotics, vitamins, and minerals.   

Scientifically validated probiotics species have been selected and the number of guaranteed bacteria has been significantly increased to 30 billion CFU; including prebiotics that feed probiotics to help probiotics to survive in Australia’s harsh climate.  In general, lactic acid bacteria die over time, and prebiotics help lactic acid bacteria survive for a long time; there is no product in Australia’s third-party lactobacillus products that are mixed with prebiotics.

We added clinically tested functional vitamins and mineral nutrients to match the therapeutic condition; premium raw materials, ensure a premium product that users will feel the benefit to their overall well-being.

Elementelle Probiotics+ products are clinically trialed and combined with patented Proline coating to dramatically improve lactic acid bacteria survival even when not refrigerated; they improve the convenience of not having to refrigerate at a value for money price point.

Q. I’m not easy to get into Priceline, and I know I’m ahead of the way, so what’s the secret to that success?

Under the influence of  COVID-19, the largest banners groups Priceline and Chemist warehouse withheld the entry of new brands. During the negotiation process, I was hesitant to make elementelle probiotics+ admissions decisions, but I was somewhat cautious. Two            well-known brands were delisted, and Elementelle was ranged by Priceline, so it seemed that banners are cautious and take their time to review and make decisions.  

I think the secret to entering the company is to be patient about marketing cooperation plans and long-term development plans with banner groups and distributors to form consensus through continuous communication.

Q. I’m curious about John Kim’s personal business philosophy and direction of direction.

For more than 20 years, I have had extensive industry knowledge and experience in various industries such as pharmaceutical and bio biotechnology, IT and steel manufacturing, and since 2016 has led a new business project to find a company focused on research and development of pharmaceuticals, dietary supplements, cosmetics and medical device-related products.

I believe that it is necessary for a sustainable company development to develop differentiated products with good raw materials and excellent quality, and to invest for the long term to satisfy customers. Elementelle Probiotics+ will grow to become a leading brand in the Australian probiotics market.

Q. The Australian market itself is quite conservative, so it would have been hard to get started, but please tell us about your experiences.

Australian dietary supplements still have a large market for vitamins, minerals and sports supplements.

Australians wake up in the morning and habitually take vitamins repeatedly. Australian consumers are still unfamiliar with lactobacillus products, unlike in Korea; loyalty to existing third-party refrigerated packaging brands is also high; there is still a mountain to be crossed as a new brand to enter the market; it is necessary to grow the size of the probiotics market within the health functional food market through social awareness shifting and ongoing education of lactobacillus products, and strategies  to increase market share through differentiation from other Australian third-party lactobacillus companies.  It will take time, effort, and investment.

Q. I’m curious about PacificBlue Health’s marketing strategy.

We plan to focus our marketing budget and public relations capabilities to retailer and consumers.

Elementelle Probiotics+ will actively develop brand awareness through free to air TV advertising and catch-up TV to ensure build brand awareness, with the intent of ranging into major retailers.

In addition to TV advertising, actual consumers who have experienced the benefits of using Elementelle Probiotics + for a period of time, there will be a campaign to video testimonials to share  experiences on social media.

We will continue to develop social media marketing activities through YouTube, Facebook, Instagram, and Google platforms.

In order to increase the importance and awareness Gut Health, we plan to use opinion leaders
(influencers) from all over the world, develop long-health education programs, hold seminars and events, develop marketing activities and promote multichannel media to multinational communities in Australia (China, Korea, Singapore/Malaysia), as well as increase our distribution network.

In addition, we will utilise WeChat, Little Red Book and YouTube and partner with renowned Chinese influencers to promote media promotions that raise brand awareness.

We will continue to increase our sales force in Australia next year, measure in-store customer response to identify brand and product improvements, communicate more frequently with brick-and-store managers and store staff, and improve our customer service.

We will also develop campaigns to reward customers through regular promotions.

Q. How do you plan for the future?

The goal is to rank in the top six Australian probiotic brands by year end 2021 and be number one in the long term. In Australia, it is important to grow the entire pie. Australia is a mix of all races around the world. We see Australia as a bridgehead to the global market Based on the success of the Australian market, we will work to help Elementelle Probiotics + grow into a global brand.

Q. A word to juniors starting a business with the goal of entering the Australian local market.

It is necessary to conduct market research and preparation of the business areas and products entering, understand and analyse the Australian local market distribution network, price and margin structure, and target consumers. It is very important to establish a business plan that
aligns with short and long-term goals and in accordance with product development, marketing, sales, and business capabilities.

When you commence a new business there are likely to be challenged. You may need to get help from associated, but sometimes you must make lonely decisions on your own. You need to enjoy the moments you’re currently focused on. I think it’s important to live every day to the fullest with the power of positivity and fire in the belly. 

It is important to focus on your long-term vision and goals, to have confidence, to continue to learn, be respectful with open and transparent communication.