Expanding Water Activity Testing Technology Across South Korea
The successful introduction of the Novasina LabMaster Neo highlights DKSH Korea’s ability to anticipate market trends, respond proactively to regulatory changes, and execute innovative strategies. This approach resulted in the sale of over 50 devices within a short period.
Novasina, established in Switzerland in 1971, specializes in measuring air and material humidity. Through in-house development and production, the company prioritizes quality, innovation, and durability, proudly holding the “Swiss Made” certification to ensure customer satisfaction. Novasina’s wide range of water activity meters is widely utilized across industries such as food, pharmaceuticals, chemicals, and electronics.
Challenge
The pharmaceutical industry in South Korea has been navigating a period of uncertainty due to evolving regulatory trends, particularly regarding microbial limit testing methods. While the Ministry of Food and Drug Safety has started recognizing water activity testing as a faster and more cost-effective alternative to traditional methods, the guidelines remain non-mandatory.
This created a challenging environment where pharmaceutical companies hesitated to adopt new testing technologies, weighing potential benefits against uncertain regulatory timelines. Additionally, the competitive market for water activity testing devices required DKSH Korea to clearly differentiate the LabMaster Neo and communicate its strategic advantages to encourage early adoption.
Approach
DKSH Korea addressed these challenges through a proactive and comprehensive strategy that combined regulatory foresight, targeted engagement, and strategic marketing. Anticipating future regulatory shifts, DKSH positioned Novasina’s LabMaster Neo as an essential tool for companies preparing for compliance. By showcasing how water activity testing aligns with global standards—including its adoption in the US Pharmacopoeia—DKSH underscored the long-term value of investing in this technology.
To accelerate market adoption, DKSH focused on engaging key players in the industry, including leading pharmaceutical companies and government-certified testing laboratories. Introducing the LabMaster Neo to testing labs first created a ripple effect; as the labs produced reliable results, larger companies were encouraged to integrate the devices into their internal quality control processes.
This effort was complemented by a dedicated sales strategy led by DKSH’s sales manager, who provided swift, personalized support to clients. A robust marketing campaign further reinforced this strategy, utilizing targeted SEO and advertising on platforms like Naver and Google to ensure maximum product visibility. Additionally, implementing a marketing automation system streamlined lead generation and follow-ups, driving significant interest and inquiries.
Result
Within just a few months, over 50 LabMaster Neo devices were sold to pharmaceutical companies, firmly establishing DKSH Korea as a leader in water activity testing solutions. This achievement not only addressed immediate client needs but also positioned companies for future regulatory compliance, reducing testing times from several days to just 20 minutes.
Beyond the impressive sales figures, DKSH Korea’s efforts had a broader impact on the industry. By encouraging proactive preparation for regulatory changes and improving quality control processes, DKSH strengthened its reputation as a trusted partner in the pharmaceutical sector. The marketing campaign significantly boosted brand awareness, leading to a surge in inquiries and further solidifying DKSH’s market position.
DKSH’s proactive approach to anticipating regulatory changes and seamless introduction of the LabMaster Neo enabled us to overcome testing challenges efficiently. The significant reduction in testing time and the reliable results have been pivotal in enhancing our quality control processes and preparing us for future compliance.
– Hr. Felix Oesch, Novasina
