2000
Allan, Ben and Robert agreed that the time had come to evolve from owner managed to a professionally managed enterprise.
2001
Philip del Buey joined A.M.G. bringing his experience in general management, marketing and sales with multinationals in the consumer-packaged goods field. Philip focused on preparing the experienced management team and the board for the transition while implementing manager led planning, budgeting, new product and brand development structures.
2002
Shortly thereafter, A.M.G. gained ISO certification and in early 2002, the company introduced a new line of Home Blood Pressure monitors featuring the innovative and differentiated “select-cuff ®” system under a new brand name for A.M.G. home diagnostic products, Physio Logic. The success of the line contributed to enhancing the company’s image in retail pharmacy and created the base from which to expand the Physio-Logic brand into related diagnostic devices such as thermometers and scales. This was also the start to evolving product branding away from A.M.G. umbrella branding and towards specific brands targeted to consumer need and use segments.
At the same time, in 2002, after Inverness was sold to Johnson and Johnson, the CanAm Care diabetes business was reacquired by A.M.G. along with US based partners operating out of Alpharetta Georgia. A.M.G. once again had a sister company specialising in U.S. retail pharmacy.
2003
While CanAm Care was building its U.S. Diabetes Care under the leadership of Christian Strong and Phil Willis, their team worked in close collaboration with A.M.G. and in 2003 introduced the Hugo Mobility product line for retail pharmacy. Hugo was a revolution which led to consumerization of durable medical equipment (DME) leveraging designs based around “knock down” technology to enable bulky mobility products to fit into the limited space of retail pharmacy planograms. At the same time, the Canadian team developed the AquaSense brand for retail Bathroom Safety as well as the Airgo mobility brand positioned for speciality retail and institutional channels.
The success of these brand initiatives helped lead to the de-stigmatization of DME home healthcare by way of consumer appealing innovation, design, branding, imagery and communication. This transformed the perception of the category from a specialty niche positioning into the world of mass merchandising. It also cemented the company’s position as a retail leader in DME across Canada.
Over on the institutional sales channel, 2003 was also a milestone year as the company won its first major HealthPro contract for Isolation Gowns. This win helped increase awareness for A.M.G. infection control products across Canada. The timing coincided somewhat with the SARS epidemic which awoke healthcare professionals for the need for better infection control practices. Recognizing this emerging trend, A.M.G. created the MedPro Defense brand positioned to address the growing need for infection control solutions in the areas of PPE, disinfection, human waste management and hygiene.
At the same time, A.M.G. transitioned its selling strategy to focus on creating more demand pull for A.M.G. products. A.M.G. began presenting directly to therapists and later on to facilities & medical professionals rather than relying solely on distributors to develop demand for our products.
2005
after many years of success in the U.S., AMG launched Dex4 glucose products into Canada. Dex4 was immediately embraced by diabetes educators and by people with diabetes. It quickly gained national distribution and market leadership expanding A.M.G.’s presence in retail pharmacies.
2008
A.M.G. acquired the U.S. DME business and the Hugo brand from CanAm Care. A.M.G. maintained a team based in Alpharetta, Georgia to manage the U.S. business in close coordination with Canada. This transition enabled CanAm Care to focus on developing its rapidly growing diabetes management business which was ultimately sold to Perrigo in 2012. A condition of the sale was that A.M.G. would retain rights to sell Dex4 in Canada.
In 2008, triggered by Robert’s personal family experiences, the teams at A.M.G. and CanAm Care began thinking about innovating rescue glucagon solutions for people using insulin who are at risk of severe hypoglycemia. Thereafter, a business plan was developed and a new company, Locemia Solutions, was founded under the leadership of Dr. Claude Piché while being incubated utilising A.M.G. resources. Locemia’s work was directed at making severe hypoglycemia rescue simple through the development of an innovative, needle-free, glucagon nasal powder that is easy to teach, easy to carry, and easy to use. Locemia’s glucagon nasal powder assets were sold to Eli Lilly in October 2015 and the resulting product is sold today around the world as BAQSIMI® (glucagon) Nasal Powder.
