Succeeding in the Asian market isn’t just about sales and profit, says David Boyce. It’s about helping consumers live better, healthier lives.

As SFI Health’s Commercial Director for Asia, David leads the company’s strategic expansion across the region. With over 13 years of experience in China, Korea, and Southeast Asia, he has an intimate understanding of the healthcare landscape and the cultural nuances of doing business in the region. This expertise, along with the robust networks he has built across his career, is proving invaluable as SFI Health’s customer base continues to grow.

David’s previous roles in healthcare, life sciences, and biotech have included commercial operations, trade, healthcare centre management, and business development. He is now finding that transition into natural medicine to be the most rewarding aspect of his professional journey.

“Improving the daily lives of people is a personal passion. To be a part of the growing shift in mindset in Asia from acute care to preventative care via natural medicines is very exciting,” he says. 

Holistic health and wellness are deeply ingrained in Asian culture, and traditional medicine has been the backbone of healthcare for more than 2000 years. Newer, modern natural medicine formulas, using some of these traditional ingredients are gaining momentum. The Asia Pacific region dominated the global health and wellness market in 2023, and the competitiveness of this lucrative industry is growing year by year. 

However, David says, the abundance of unsubstantiated natural products on the market in Asia has driven demand for trusted, evidence-based brands – particularly those that are subject to strict regulations and scientific validation. 

This is where SFI Health shines. With a strict dedication to rigorous processes and high-quality ingredients, its range of products for health professionals and consumers is unmatched. It’s why CEO Robert Hendriks (MD) describes SFI Health as “a global leader” in developing integrative healthcare products that support cognition and the microbiome. One of SFI Health’s most sought-after products, EQUAZEN®,  is made with a scientifically developed ratio of Omega-3 fatty acids which have been shown in multiple clinical trials to support healthy brain function and development in children.

“Quality is a critical success factor in Asian markets, and many have a preference for US-made products,” says David. “SFI Health has the advantage of our own factory in the US, and a commitment to ongoing quality improvement initiatives across the business. In many situations, this creates a positive discussion from the outset, as we tick the quality box straight away, and we can focus on other commercial aspects of our partner relationships.”

He adds that customers in Asia can source SFI Health products manufactured in any one of four regions and be confident of the same high quality, efficacy, and scientific validation. 

“We clearly show our clinical evidence where others may not, and we also put significant energy into training and education of our partners to place them in the best position to promote our products and brand,” David says. 

Science and education are only one aspect of succeeding in Asia’s increasingly competitive natural health sector. Relationships play a vital role in Asian business culture, and good relationships take time to establish. For David, a large network of connections built up over more than a decade living in the region has created considerable advantage, especially when faced with different regulatory requirements, distribution networks, and consumer demands within Asia’s natural health industry. He says that collaboration and experience have paid off, as the SFI Health team leverages local knowledge to expertly navigate the trickier aspects of the business. 

“Trust is one of the key business principles in Asia markets. Trust in our products, trust in our evidence, trust in our people. We are fortunate that we tick all these boxes,” he says. “Personal rapport is critical to building trust, and I guess I am fortunate that I have lived in many of the markets where we operate, and have worked very closely with commercial partners for a long time. This helps greatly when entering new markets, or developing new ones.”

Competition may be fierce, but SFI Health’s extensive history and proven success are an enormous advantage. 

“Our heritage is also what sets us apart. We have been in business, consistently selling high-quality natural medicines in some cases, for more than 100 years. That creates a very high level of trust,” David says.