Over the years, Europharma Georgia has steadily strengthened its position in the country’s competitive pharmaceutical market, building a portfolio defined by quality, consistency, and long-term partnerships. One of its flagship products, BRONKHOMAX, has become a widely recognized name in the cough remedies segment, securing a Golden Brand award in the “Antitussives” category. In this interview, Alisa Arslan, Director of Europharma Georgia, discusses the factors behind BRONKHOMAX’s success, evolving patient behavior, and the company’s strategic direction in Georgia.
Thank you for reading this post, don't forget to subscribe!Q. BRONKHOMAX has once again received the Golden Brand award. What does this repeated recognition mean for you, and what does it say about the brand’s reputation in Georgia?
A. Receiving the Golden Brand award for BRONKHOMAX again is more than a formal success. Repeated recognition highlights the brand’s stability and consistency. A single award can be the result of a successful campaign, but a second one reflects systemic quality – the ability to maintain standards, effectiveness and customer satisfaction over time.
In Georgia’s highly competitive OTC market, this kind of recognition means that BRONKHOMAX has evolved from being just a product into a trusted brand. It reflects ongoing validation from both consumers and the professional community.
Q. For readers, how would you simply explain what makes BRONKHOMAX different from other cough remedies and in which cases is it most effective?
A. Simply put, BRONKHOMAX stands out because of its comprehensive approach to cough management. It is a fully natural phytotherapeutic product containing extracts from nine plants – including licorice, basil, mint, ginger, turmeric and others – combined with pine honey.
This composition delivers multiple effects simultaneously: expectorant, mucolytic, bronchodilatory and anti-allergic. As a result, it not only reduces the intensity of coughing but also helps thin mucus and facilitate its removal. In practice, this leads to more comprehensive symptom relief and improved respiratory comfort.
Q. Today, patients increasingly prioritize safety and quality. What standards does BRONKHOMAX meet and how is its quality controlled internationally?
A. This is a very important question, especially today, when patients are highly informed and expect not only effectiveness but also safety and transparency. I understand this deeply, both as a physician and as a mother.
Pharmaceutical quality starts at the manufacturing level, not at the pharmacy. BRONKHOMAX is produced in accordance with international GMP standards, meaning every stage – from raw material selection to final packaging – is strictly controlled. Each batch undergoes laboratory testing, including quantitative analysis of active ingredients, microbiological purity checks and stability studies.
While herbal composition is often associated with natural safety, for us, “natural” is not enough. Standardization and rigorous quality control are essential to ensure consistent quality and predictable results in every bottle. Europharma products comply with both manufacturing and importing country regulations and are supported by the relevant certifications.
Q. How has consumer behavior in Georgia changed in recent years when it comes to cough treatments? Are patients leaning more toward self-medication or professional advice?
A. In recent years, we have seen two trends: patients increasingly self-medicate for mild respiratory issues, yet, post-pandemic, they demand safe, high-quality products. Consumers now prioritize reliability over price, and the market has shifted from simple symptom suppression to comprehensive treatment. In this environment, informed choices favor brands like BRONKHOMAX that offer quality, consistency and trust.
Q. The pharmaceutical market is highly competitive. In your view, what allows a product like BRONKHOMAX to maintain consumer trust over time?
A. I believe there are four key factors.
First is predictable effectiveness. When a patient experiences results once, they are likely to make the same choice again. In pharmaceuticals, one-time success is not enough – consistency is critical.
Second is safety and quality control. Today’s consumers are well informed and want to understand how products are made and how reliable they are. GMP standards and strict quality control form the foundation of trust.
Third is professional endorsement. When doctors and pharmacists trust a product, that trust is transferred to patients.
And fourth is the right positioning. BRONKHOMAX is not positioned as a simple cough suppressant, but as a comprehensive product that meets modern expectations of effectiveness, safety, and natural composition.
Ultimately, trust is built on experience, and repeated choice is the strongest validation in our industry.
Q. Demand for cough remedies rises sharply during seasonal peaks. How does Europharma prepare for these periods, and how important is nationwide availability?
A. Seasonal peaks in the respiratory category are predictable, although their scale may vary depending on epidemiological conditions. Our key principle is preparedness, not reaction. Increased demand should never turn into a shortage.
We plan inventory in advance, strengthen logistics and ensure availability across the entire country. It is important for us that products are accessible not only in Tbilisi but also in regional areas. Respiratory conditions are not localized, so equal distribution coverage is a core part of our operational strategy.
Stable supply is just as important as high-quality production.
Q. Do you plan to expand your portfolio or introduce new therapeutic areas in Georgia?
A. Yes, portfolio development and operational growth are part of our long-term strategy, but this will not be expansion for the sake of growth alone. Our goal is to develop brands that create long-term value.
We continuously analyze market needs, demographic changes and consumer behavior trends. Our focus will remain on high-quality products that meet international standards and complement our existing therapeutic areas, creating synergy within the portfolio.
Q. What are Europharma Georgia’s key priorities for the coming years?
A. When I speak about the future of Europharma Georgia, I see it not just as a business plan but as a responsibility – as a leader, as a physician and as a person.
Our goal is not simply growth, but quality growth – the kind that strengthens patient trust, professional partnerships and system sustainability. We plan to increase investments, thoughtfully expand our portfolio and deepen our integration within the local healthcare ecosystem.
Ultimately, a strong company is not measured only by turnover, but by trust. Our long-term vision is to be a company people choose not just because they see it, but because they trust it.
