This inspiring story is of a rising startup called CURE Pharmaceutical started by Rob Davidson. CURE Pharmaceutical is a vertically-integrated healthcare company focused on developing, manufacturing, and marketing groundbreaking delivery methods for pharmaceutical drugs and nutraceutical supplements across multiple categories. CURE acquired beauty, health, and wellness leader The Sera Labs, Inc. in 2020 to further its revenue generation strategy and bring its unique technology to market. Here is the story of CURE Pharmaceutical in Rob’s own words.
Introduce us to the idea of CURE Pharmaceutical
CURE Pharmaceutical was founded on its impressive intellectual property portfolio led by its patented drug delivery platform called CUREform™. CUREform™ pairs the right dosage form with the best formulation for optimal delivery of therapeutic actives. The CUREform™ platform includes its oral dissolvable film, CUREfilm™, an oral thin film formulation that makes medications easier to take, more efficacious, with improved tolerability and fewer side effects, as well as CUREdrops™, water-based formulas stabilize oil-based and water-soluble ingredients for increased bioavailability, CUREpods™ a novel chewable delivery system, and CUREcream™ topical solution.
CUREfilm™ has generated a lot of research and development interest, and the company just received Investigational New Drug (IND) application approval for its formulation CUREfilm Blue™ for erectile dysfunction.
The company has also completed a pharmacokinetic (PK) study for its 25mg cannabidiol (CBD) oral thin film that showed improved bioavailability of cannabidiol in healthy subjects, compared with commercially available 25mg soft gels. The study also suggests that the CUREform™ delivery platform, which entails solubilization and encapsulation of the molecule, might deliver better results than solubilization alone, as used in the soft gel product, and may play a synergistic or additive role in bioavailability.
By providing patients who may have trouble swallowing or do not have access to clean drinking water with an alternative to receiving their needed drugs and supplements, CURE looks to shake up the pharmaceutical industry.
The company also hopes that other pharmaceutical companies and drug manufacturers will see that CURE’s thin-film technology may be a better option than pills or liquids in many situations because it allows patients to receive a much lower dose and still experience the same benefits
What’s your strategy story? What led you to start CURE Pharmaceutical?
The idea behind CURE first came to the company’s founders while on a trip to Africa. While there, they got a first-hand look at the current state of pediatric medicine in emerging countries. CURE’s founders noticed that children were being prescribed medicines that needed to be taken with water.
The problem is that emerging countries typically do not have easy access to clean drinking water. Oftentimes, un-sanitized water is the cause of the diseases the prescription aims to treat. Parents, desperate to keep their children healthy and alive, were giving their children soda or juice to take medicine.
Unknowingly, parents were making their children’s medicine ineffective and, as a result, many children were dying of completely curable diseases. CURE’s founders knew there had to be a better way to save these young lives, so they set out to develop a drug delivery technology that required no water for intake.
The result is CURE’s flagship innovative oral thin-film technology. Storage and shipping costs are also important in emerging countries where they have limited funds and storage space. CURE’s oral thin films are more cost-effective and compact to ship than pills and can be easily stored in rolls. CURE is a people-focused, purpose-driven company committed to improving health and wellness by widening accessibility to essential food and medicines on a global scale.
What marketing, operation strategies are you adopting at CURE Pharmaceutical?
2020 was a landmark year for CURE as we became better-positioned as a fully-integrated healthcare company with strengths in pharma, beauty, health, and wellness. Our new focus on preventative healthcare allowed us to capitalize on our existing core competencies while expanding our verticals into areas that generate revenue in the beauty, health, and wellness markets.
We plan to build upon our legacy of success in pharmaceutical drug delivery and innovation and, with the help of Sera Labs, become a revenue-generating healthcare company with expertise in not only product development but sales and distribution of high-impact health and wellness solutions.
We are optimistic about generating revenue with our existing technologies in the wellness vertical but without the need for partners. Sera Labs is already a well-established multi-channel marketing beauty, health, and wellness company with a proven track record.
With our cutting edge technology and their expertise in the market, we will amplify the company’s efforts and continue to drive record-breaking revenue on innovative products in the health & wellness, beauty, and pet categories. Sera Labs recently enlisted critically acclaimed actor Nicole Kidman as our strategic business partner and global brand ambassador. Nicole comes with a wealth of knowledge in the beauty sector and will be heavily involved in product development.
Any strategy mistakes you have made and what did you learn?
I find that mistakes are opportunities to learn and grow, and therefore don’t believe in mistakes. CURE has grown tremendously this past year. Our revenue from January 1-September 30, 2019 was $284K and for the same time in 2020, the company was able to secure $5.6 million. That’s an 1895% increase! We could not have achieved this without our newest acquisition of Sera Labs. We know that we will continue to be at the forefront of the pharmaceutical industry on new technologies and innovations as well as smart ways to stay profitable and fund our research.
Finally what advice do you have for your fellow entrepreneur readers?
My suggestion for this answer: If you see a problem, fix it. Don’t be afraid to take a risk and make that first step. Stay in a solution-based mindset and don’t get distracted by the naysayers. Surround yourself with like-minded people and if you’re not an expert in a particular field, hire the right staff to support your goals and efforts. Entrepreneurship may not be easy, but it’s extremely rewarding.
Disclaimer: The information in the above story is provided by the startup and The Strategy Story takes no responsibility for the authenticity of the product and services offered by the startup. Reader’s discretion is advised.
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