For Duopharma Biotech Berhad( Duopharma Biotech), the shift places greater emphasis on transparency, assurance, and the processes behind medicines and healthcare products.

Duopharma Biotech’ s Chief Commercial Officer, Noor Aida Jaafar said consumer awareness of halal ingredients and manufacturing processes had changed expectations around how pharmaceutical and healthcare products should be marketed.

“ It is no longer sufficient to rely on a logo; patients and consumers increasingly want to understand the integrity of the process behind the product.”

At Duopharma Biotech, raw materials are evaluated technically and by source, while the Ministry of Health( MoH) and the Department of Islamic Development Malaysia( JAKIM) conduct audits.

Noor Aida said the company’ s halal assurance goes beyond compliance, with meticulous raw material evaluation and responsible formulation choices, including the use of sugar, to ensure its products reflect patient wellbeing and ethical manufacturing standards.

“ Marketing today must therefore highlight not just the product itself, but the assurance framework and values that underpin it, because that is what builds lasting trust with both Muslim and non‐Muslim consumers.”

BRAND PORTFOLIO: Duopharma

Biotech’ s portfolio of healthcare brands reflects its expanding focus across medicines, wellness products and changing consumer needs

DIGITAL TRUST MATTERS As consumers increasingly research health products online, Duopharma Biotech has accelerated its digitalisation investments to improve treatment access and compliance. The company is enhancing its digital platforms

with clear, accessible information on product quality, sustainability milestones and innovation outcomes.

Digital channels are also being used to personalise engagement, ranging from preventive healthcare supplements to specialty franchises covering metabolic, oncology and nephrology.

“ Digitalisation is part of our business innovation and model to create value for our customers and patients,” Noor Aida said, adding that it is intended to strengthen brand visibility and reinforce Duopharma Biotech’ s reputation as innovative, responsible and responsive to consumer expectations.

BRANDS IN EVERYDAY LIFE The changing relationship between consumers and healthcare products is influencing how pharmaceutical brands build relevance beyond conventional advertising.

Duopharma Biotech’ s Flavettes Merdeka 2026 campaign brought together Tourism Malaysia, Watsons Malaysia and Kapten Batik, linking Flavettes with heritage, retail and lifestyle experiences. Centred on“ Flavettes Setia Menemani Setiap Generasi”, the campaign also featured a limited-edition, heritage-inspired tote bag by Kapten Batik.

Watsons Malaysia offered nationwide exclusive promotions, creating physical and digital consumer touchpoints, while Tourism Malaysia’ s involvement linked Flavettes to national pride and Merdeka celebrations.

Noor Aida said consumer brands had the opportunity to become lifestyle companions rather than remain purely functional products. Market research showed consumers increasingly seek quality, transparency and products that fit their daily lives.

Brands including Flavettes ®, Champs ® and Flavettes Effervescent are supported by visible markers such as halal assurance and sustainability practices. Product development also extends to preventive healthcare supplements and food supplements, fitting modern wellness, beauty, and nutrition routines.

SUSTAINABILITY DRIVES DEVELOPMENT Duopharma Biotech’ s sustainability approach is guided by an understanding of consumer and healthcare needs, validated through materiality assessments and stakeholder engagement.

The company sees opportunities to address pressing national health priorities, including insulin supply and cancer care, while also innovating in preventive healthcare, and food supplements that fit modern lifestyles.

Its halal assurance framework and sustainability achievements also provide trust markers that conventional pharmaceuticals may not emphasise, helping its brands resonate with both Muslim and non-Muslim consumers.

Noor Aida said that evidence-based demand,