Business View Magazine | January 2021

178 BUSINESS VIEW MAGAZINE JANUARY 2021 neubourg’s products, manufactured in Germany and Canada, are backed by publications in peer- reviewed journals, a factor Moniz believes is driving the rapid adoption of the company’s products. He reports, “neubourg has published a double-blind, randomized, placebo-controlled publication on one of our technologies that is playing a significant role in our rollout. When physicians read our scientific research findings, they tend to come on board because our products are evidence-based.” Because of the revolutionary nature of its products and technologies, the company has adopted an education-first approach. Moniz explains, “Our market entry strategy uses educators, primarily healthcare practitioners such as nurses specializing in foot care, to teach and certify clinicians or clinics on how to use our products before they gain access to them – to ensure proper application. We also have a distribution network that sells directly to wholesalers across Canada and the US who in turn supply clinics based on the certifications that they have received from our educators.” neubourg’s corporate structure consists of the European parent company headquartered in Germany, neubourg skin care GmbH & Co. KG, and the North American entity, neubourg healthcare Inc., based in Toronto, Canada. In Germany, the company currently employs around 50, whose focus is the German and European markets. In North America, the core team comprises 28 executives and educators, besides 22 distribution partners across Canada and the United States. The company is banking on a network of partners to rapidly roll out its products and services across North America and other target markets. However, with the coronavirus pandemic shutting down travel, the company has had to embrace a new approach to engaging with partners and customers. “Originally, we planned physical, hands-on Co-founder and Co-managing partner, Michael Löfvall