Many customers ask me for formulations that are in line with the products already on the market and that differ so much that it is enough not to overlap with competitors who already have an important customer base. The watchword in general is “remove market slices” It is done by focusing on a more performing graphics and marketing, increasing a little bit of this or a little bit of that compared to the competition or decreasing the frequency of administrations, thereby increasing customer compliance or simply doing the race to the top of the number of tablets or doses in general. But what does it really take to be attractive on the market? How can you communicate your uniqueness? This is a complex topic that cannot be exhausted in a few lines. Certainly branding policies are important but also the formulation is important, and above all the use of raw materials and formulation models which, for the same dosages or even at lower dosages, guarantee an improved bioavailability of common raw materials can make the difference. Looking for quality and not quantity is the challenge that today faces companies that want to structure themselves and become leaders in the sector.