Pascual Lab banks on 'innovative campaign' to reach millennials

Cathy Yang, ABS-CBN News

Posted at May 27 2019 02:50 PM | Updated as of May 27 2019 10:26 PM

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MANILA -- Drug-maker Pascual Laboratories said Monday highlighting both beauty and health benefits of products helps it capture the millennial market.

There is "endless potential" in herbal medicines, a pharmaceutical company boss said Monday, citing Filipinos' penchant for folk medicine, Pascual Laboratories CEO Jappy Pascual said in an exclusive interview with ANC’s The Boss.

Pascual Lab banks on 'innovative campaign' to reach millennials 1
Workers assemble products inside Pascual Lab's factory in Bulacan. May 27, 2019. ABS-CBN News

Medicines and health supplements are "not that high" on a millennial's shopping list, Pascual said.

“We try and reach them towards more innovative marketing strategies because I’m sure, beauty instead of health, beauty would be more of a priority to millennials than their health so we give them both immunity and beauty," he said.

Pascual Laboratories is turning to social media advertising to attract new customers, he said.

The company makes cough medicine from organic lagundi leaves, he said.

"Once herbal medicines gained traction in the medical community, we definitely wanted to jump on that… We see endless potential in herbal," he said.

"Compared to ASEAN countries, we are ahead in terms of what we have studied, what is handed down to us either through folklore, older relatives, albularyo, in those terms we are ahead or probably at par," he added. 

Pascual Laboratories is eyeing the importation of at least 15 more types of herbal medicines.


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