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Mundipharma and Genewel Sign Agreement Across Key Global Markets for Licensing and Promotion of Medifoam(R)

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Under the license agreement, Mundipharma will have exclusive rights to distribute and promote Medifoam® in Asia, Middle East and South America
With Medifoam®, Mundipharma reinforces its existing wound care product portfolio, which currently includes BETADINE®
Genewel to lay groundwork for overseas market expansion of Medifoam® through this partnership
Korean superstar Lee Seung Gi announced as official global product ambassador

SINGAPORE, June 3, 2014 /PRNewswire/ — Mundipharma has entered a strategic business partnership with Genewel for the licensing and promotion of Medifoam® (marketed as BETAplast® outside Korea), a moist wound dressing product. The alliance will see Mundipharma undertake responsibility for the successful domestic product in key markets across South East Asia, Middle East, Africa, and Latin America.

The first domestically-developed moist wound dressing by Genewel, Medifoam® has experienced strong success within its local market category. It is a polyurethane hydrocelluar dressing[1] that provides a moist environment for the wound area to promote proper wound healing. The product leaves fewer scars[2] behind when compared to gauze or bandages and is designed for a wide range of exuding wounds such as leg ulcers, foot ulcers, pressure ulcers and skin tears. Marketed through various ETC (Ethical drug) and OTC (Over the Counter) product lines, including foam dressing, antiseptic impregnated dressing, natural polymer and film, Medifoam® is widely used for burn treatment, post-operative wound care, chronic wound care, as well as general home use.

Additionally, the company also announced that popular Korean star Lee Seung Gi will be the brand’s official product ambassador. Lee, who has a large global fan base from his popularity as a singer and an actor, will strengthen the product’s presence locally and support its rollout in the various key markets.

“We are delighted to add Medifoam® to Mundipharma’s wound care portfolio. Medifoam® is an essential product suitable for all consumers and we see it establishing a strong presence in households everywhere much like BETADINE®,” said Raman Singh, President of Mundipharma Asia Pacific, Latin America, Middle East and Africa. “We look forward to identifying and introducing more successful domestic products to our other markets in the near future that benefit both physicians and consumers alike.”

Mundipharma, known for its focus on alleviating the burden of pain for patients, first established its presence in Korea in 1998. It has since led the domestic pain treatment market with products like OxyContin®, Targin®, OxyNorm® and Norspan®. Apart from the pain franchise, Mundipharma also has the well-established antisepsis franchise marketed for over 45 years under the global brand , BETADINE®, it has a wide range of antisepsis products including those suitable for wound care and surgical procedures.

Byung-Hyun Moon, CEO of Genewel, said, “Medifoam® is recognized for its excellent efficacy and is the current market leader in the moist wound dressing market.” Moon added, “The combination of Genewel’s product, developed solely by Korean technology, and the global network of Mundipharma, a worldly-renowned pharmaceutical company, is strategically ideal. This partnership will become a stepping stone for Medifoam®’s growth as a global brand.”

Korean Society of Plastic and Reconstructive Surgeons vol29, No4, 2002

Korean Research Group for Wound Care, Advance in wound care. Korea medical science, 2002

About Genewel

Genewel is a global bio-medical company established in July 2000. Its main operations are based in Korea, where the company specializes in wound care dressing and anti-adhesive agents. Genewel produces a line of advanced wound dressings, including polyurethane foam, hydrocolloid dressings, and other wound care products.

Further information on Genewel is available at

About Mundipharma

Mundipharma’s independent associated companies are privately owned entities covering the world’s pharmaceutical markets. Mundipharma is a prime example of a company that consistently delivers high quality products while standing by the values that represent the company. Our mission is to alleviate the suffering of patients with cancer and non-cancer pain and to substantially improve their quality of life. Mundipharma is dedicated to bringing to patients with severe and debilitating diseases the benefit of novel treatment options in fields such as moderate-to-severe pain, oncology, respiratory disease, rheumatoid arthritis, antiseptics and laxatives.

For more information, please visit:

®: MEDIFOAM, BETAplast, BETADINE, OXYCONTIN, TARGIN and NORSPAN are Registered Trademarks.

For further information, please contact:

Stephenie Vasko
Timothy Weller


Source: Mundipharma Pte Ltd

Written by asiafreshnews

June 5, 2014 at 9:59 am

Posted in Uncategorized