From €20 million in revenue and 120 employees in 2014 to €179 million and 350 employees in 2024, the numbers tell an inspiring story of transformation. Yet for Pelayo Rubió Rubiralta, CEO of Rubió, figures represent more than just business success—they reflect the company’s commitment to enhancing medical care and fulfilling its mission: Life Feels Good. More than a statement, this philosophy drives Rubió’s dedication to innovation, patient well-being, and addressing unmet healthcare needs. The company’s growth and groundbreaking advancements are a direct result of Pelayo’s distinctive leadership—one deeply rooted in both Rubió’s ancestral heritage and its dedication to serving patients.
As CEO he has taken Rubió through key achievements to develop an organization focused on financial achievements and healthcare contributions. By constantly concentrating on life improvement and serving niche patient populations Pelayo ensures that the heart of company growth depends on its capacity to innovate and match underserved healthcare needs. Under his executive leadership the organization leveraged therapeutic advances through extensive research investments to introduce transformative medical delivery methods.
The remarkable aspect of Pelayo’s leadership is his dedication to safeguarding the foundational family values which originally formed the core of the company’s essence in Barcelona’s Plaza Real. Despite impressive growth, he remains steadfast in his belief that the true success of the company is measured not only in numbers but in the positive impact it makes on patients’ lives.
Let’s read on to explore the strategic vision, growth journey, and innovations that have fueled its remarkable transformation!
The Legacy Behind the Growth
Pelayo’s journey as CEO of the company is closely tied to its origins. With roots in a family pharmacy in Barcelona’s Plaza Real, the company has been built on a foundation of patient-centered care, close collaboration, and a strong sense of responsibility. “Rubió’s legacy, rooted in a family pharmacy, has instilled in us a deep respect for a family business culture and a patient-centered healthcare,” he shares. This deep-rooted heritage has profoundly shaped his leadership approach, encouraging a culture of adaptability and shared responsibility for driving innovation.
Over the last decade, the organization has witnessed remarkable growth, expanding from €20 million in revenue with 120 employees to a projected €179 million in 2024, with a dedicated team of 350 employees. Pelayo attributes this growth to a commitment to family values and the trust that healthcare professionals and patients place in their solutions. “Our origins remind me daily of the trust we must uphold with healthcare professionals and patients, prioritizing solutions that address unmet needs, especially in low-incidence diseases,” he explains. This commitment to meeting the needs of underserved patients has become a hallmark of the company’s approach.
Shifting Focus to Niche Markets
The decision to focus on niche markets and low-incidence diseases stemmed from a clear understanding of where the greatest impact could be made. Many rare diseases often receive limited attention, leaving patients with significant unmet medical needs. “By concentrating on these areas, we’ve built a strong reputation as a specialized healthcare partner,” he notes.
This strategic focus has allowed the company to carve out a unique position in various therapeutic fields, including central nervous system disorders, rheumatology, urology, digestive health, and andrology. Their expertise in these areas reflects a strong commitment to incremental innovation—a concept that Pelayo emphasizes frequently. “Our incremental innovation empowers us to continuously improve both patient outcomes and professional workflows,” he says. By staying true to this principle, the company has been able to develop solutions that make a real difference in patients’ lives and strengthen relationships with healthcare professionals.
Embracing Digital Health Solutions
As the healthcare industry continues to evolve, digital health solutions have emerged as a key area of growth and opportunity. Pelayo sees technology as a powerful enabler of personalized healthcare, one that can revolutionize prevention, diagnosis, and treatment. “At Rubió, we view technology as an enabler of personalized healthcare journeys,” he shares. The company has embraced progressive tools, such as the OWLiver® test, which utilizes metabolomics technology to provide non-invasive diagnostic insights into liver health. Additionally, Liposcale® leverages lipidomics technology for advanced cardiovascular risk assessment.
“We are committed to taking innovative non-invasive diagnostics into the clinic as healthcare solutions,” he explains. This forward-thinking approach is not only about improvement for its own sake but about providing added value to patients and healthcare professionals alike. In addition to diagnostic tools, the company has developed platforms like Rubió Campus, dedicated to continuous medical education, ensuring that healthcare professionals stay up-to-date on the latest advancements in their fields.
Balancing Innovation Across Multiple Sectors
With a broad organizational structure comprising Rubió Pharmaceuticals, Rubió Nutraceuticals, and Rubió Metabolomics, Pelayo faces the challenge of balancing resources and fostering innovation across diverse sectors. To do this, he and his team focus on recognizing synergies between these business units, ensuring that each area complements and strengthens the others. “We maintain a deep focus on developing our own products, with more than 10 commercialized pharmaceutical drugs,” he highlights.
The organization has also expanded its collaboration efforts. Originally developing drugs independently, they now co-develop products with partners from regions such as China, India, and Europe. This strategic collaboration allows Rubió to broaden its portfolio and accelerate growth in specialized fields, including metabolomics and non-prescription healthcare products. The integration of technologies like metabolomics and lipidomics into Rubió’s portfolio has been a game-changer. “Our metabolomics division, created by the acquisition of Rubió Metabolomics, formerly known as OWL Metabolomics, provides both R&D services to external partners and internal innovations that enhance our pharmaceutical pipeline,” he adds.
Global Expansion and Strategic Growth
With significant success in Spain, Pelayo is now focused on expanding the company’s global footprint. As the organization’s reach broadens, he is navigating complex regulatory landscapes and understanding the cultural nuances of new markets. Despite these challenges, he sees immense opportunities for the company to bring its expertise in niche markets to underserved regions. “Expanding globally means navigating regulatory complexities and cultural nuances while ensuring consistent quality and reliability,” he observes.
International business already accounts for 35% of the company’s revenue, amounting to €27.996 million in 2024. As he looks ahead, he remains committed to further developing Rubió’s international presence. “Our internationalization strategy is built on three pillars: developing proprietary R&D products, expanding internationally both directly and through partnerships, and leveraging mergers and acquisitions for direct expansion,” Pelayo explains. To meet the growing demand for products in global markets, the company is expanding its production capacity, including a factory that has been FDA-approved to commercialize products in the U.S.
Rubió has also created subsidiaries like Rubió Nutraceuticals in Italy and CIMA Sciences in the U.S. These units focus on nutraceuticals and non-invasive diagnostics, respectively, further reinforcing the company’s global expansion strategy. By partnering with local stakeholders and adhering to Environmental, Social, and Governance (ESG) principles, Rubió aims to make a lasting impact in over 70 countries, including the U.S. and Japan.
Leading in R&D for Specialty Pharmaceuticals
Pelayo emphasizes the importance of incremental innovation—continuous improvements that make a significant difference in patient care. “Our R&D approach emphasizes incremental innovation—identifying small yet impactful improvements that add value to healthcare professionals and patients,” he explains. The company’s R&D efforts are focused not only on drug development but also on advancing non-invasive diagnostic technologies like OWLiver® and Liposcale®.
Rubió’s commitment to innovation is evident in its recent acquisitions, such as Fisiopharma, Nutribrain, and Rubió Metabolomics. These acquisitions have positioned the company to offer new healthcare solutions and strengthen its drug pipeline. he notes, “We focus on providing comprehensive health solutions by ensuring that we cover the full cycle of patient care, from R&D and diagnostics to prescription medications and food supplements for integral wellness.”
Replicating Success in New Markets
Pelayo’s success in Spain provides a strong foundation for expanding into other markets. The company has established a strong presence in areas like rheumatology, central nervous system disorders (such as ADHD), and chronic kidney disease in Spain. He plans to replicate this success by leveraging Rubió’s specialization and expanding into new regions. “We plan to replicate this model in other markets by emphasizing our specialization and leveraging the areas in which we have leading products in Spain,” he shares.
By developing its own products and establishing a direct presence in international markets, Rubió aims to continue its expansion and bring its expertise to new territories. In addition to organic growth, he also looks at acquiring companies to further enhance Rubió’s global portfolio and expand its distribution capabilities.
Staying Ahead in a Changing Industry
To stay at the forefront of the ever-evolving pharmaceutical industry, Pelayo believes in the importance of continuous learning, active engagement in industry events, and maintaining a strong professional network. “At Rubió, we foster a culture of knowledge-sharing to provide continuous education to healthcare professionals through initiatives like Rubió Campus,” he explains. Personally, he ensures that he stays up-to-date with industry advancements by participating in conferences and engaging with thought leaders.
Through collaborations with universities and research centers, Rubió remains connected to the latest trends and breakthroughs in pharmaceutical research. His involvement with Farmaindustria, Spain’s pharmaceutical industry association, also helps the company stay aligned with industry best practices and cutting-edge developments.
Ensuring Medication Accessibility
In a world where healthcare costs continue to rise, Rubió remains committed to ensuring that its medications are accessible to as many people as possible. Pelayo explains that balancing the economic realities of drug development with the mission to make medication accessible requires a disciplined yet empathetic approach. “Balancing accessibility with economic realities requires a disciplined yet empathetic approach,” he says.
By leveraging scalable distribution models, maintaining efficient manufacturing processes, and focusing on niche markets, Rubió is able to keep costs manageable without compromising on its mission. As part of its commitment to sustainability and accessibility, the company integrates ESG principles into its operations, ensuring that it fosters a better tomorrow for patients worldwide.
Preparing for the Future of European Healthcare
Pelayo is keenly aware of the challenges and opportunities facing the European healthcare sector in the coming years. With an aging population, rising healthcare costs, and increasing regulatory pressures, he believes that the future lies in areas like preventive care, digital health, and personalized medicine. “The European healthcare sector faces challenges such as aging populations, rising costs, and regulatory pressures,” he acknowledges.
To address these challenges, Rubió is investing in data-driven solutions, expanding its global presence, and forging strategic partnerships to amplify its impact. His vision for Rubió is to lead in R&D, grow internationally, and remain committed to sustainability. “Through our ongoing commitment to R&D, international growth, and sustainability, we aim to lead and stay at the forefront of healthcare transformation,” he concludes.
In just a decade, Rubió has grown from a local pharmaceutical company into a global leader in specialized healthcare, and with Pelayo’s leadership, the future promises even greater success and an even larger impact on patient care worldwide.
