What we do

Bluefish provides quality generic pharmaceuticals at affordable prices. Its product portfolio contains a wide range of products within all major therapeutic areas.

Since its inception, Bluefish has developed the platform and know-how to participate in and to be an integral part of all major steps of the value chain in the offering of generic pharmaceuticals. With the vision of offering quality pharmaceuticals at prices affordable to all, we have to be innovative and at the same time cost-efficient in all stages. This includes operational excellence in departments such as product development, quality assurance, pharmacovigilance, IP and supply chain as well as marketing and sales.

Efficient Marketing Organisation

Bluefish establishment model is based on organic growth, where we enter the market as the “underdog”, with a clear focus on a specific market segment.  Bluefish enters the new market by introducing a limited product portfolio customized for local customer demands. The aim is then to gradually advance and capture a significant market share and increase the product range. By offering affordable premium generics on a consistent basis, Bluefish is able to build strong and lasting customer relationships.

The structure for financing and purchasing medicines varies from country to country and not only determines the degree of generic penetration on the market in question but also the choice of marketing model for optimization of the market potential. Bluefish target customers are pharmacies, pharmacy chains, wholesalers and payers in the form of governmental or private institutions.

Bluefish marketing organisation has created a strong platform on the European market and the company now has a validated business model on various developed generics markets in Europe. In-depth knowledge of each specific market is a prerequisite for successful optimisation of the product offering and choosing the marketing model best suited for each country.

Public tender procedures, in which competing offers from different generic pharmaceutical companies are generated, have been used for a long time in Sweden and Denmark and, of late, tender procedures for pharmaceuticals have also become increasingly common on other European markets. With its relevant and valuable experience from Sweden and Denmark, Bluefish is actively seeking to participate in these new market opportunities. By securing volumes from tender procedures, Bluefish is creating important platforms for growth in the rest of Europe.

Thanks to our experience, flexibility and efficient organisation, the company is able to introduce new products on the market quickly and to react effectively to market changes. Speed to market is a major competitive advantage, since the period of time in which the product can be sold is exploited to the full, at the same time as we become established as the main supplier of the specific product to wholesalers and other customers.

Bluefish hopes to be one of the most progressive generics companies in an industry which is undergoing major changes.

Product Selection

Bluefish has a well-established selection process for identifying products that meet the internally established criteria for each product category. Apart from blockbuster products, where patents are due to expire, Bluefish also seeks out new products within more niche-oriented areas and in segments which consist of complex formulations or where the products are of particular strategic interest for the company.

Investing in the right products is essential for sustainable long-term sales growth. Bluefish therefore attaches great importance to the process of selecting new products. Prior to each new product investment, Bluefish conducts thorough commercial and technical analyses which take into consideration the earnings potential of the product, the development and registration costs in each relevant market, and any technical and quality aspects of the product.

As a result, the product portfolio comprises a broad range of high-quality generic pharmaceuticals within major therapeutic areas.

First-class supply chain

Bluefish Pharmaceuticals collaborates with several strategic manufacturing partners based in India or within the EU for the manufacturing of its products and we are constantly working to ensure that our products are manufactured with the highest quality and at competitive prices. Optimising lead times, supply planning, manufacturing, logistics, quality assurance and distribution are fundamental aspects of the company’s competitiveness on each market.

Cornerstones of the Business

Full-fledged pharmaceuticals organisation with all the necessary expertise
  • Focus on product quality, cost efficiency and speed to market
  • The organisation is adapted to new price-driven markets
Balanced product portfolio focusing on long-term medical value
  • The product portfolio currently comprises of 79 marketed products, and 7 products in different stages of development.
  • The product range is being expanded with niche products, highly complex products, and strategically important products
Wholly owned technology centre with integrated role in the global operations
  • Efficient Supply Chain Management
  • Regulatory supervision, quality control and monitoring of side-effects
  • Formulation development, intellectual property and market research
Competitive marketing organisation
  • Marketing strategies adapted to conditions on each market
  • Operations conducted locally, coordination conducted centrally

Strategies & Goals