Introduction
IL Contract Packaging Co., Ltd. is a new business entity within IL Group that specializes in contract pharmaceutical packaging services while keeping the DNA of IL Group.
The company provides integrated services from packaging design to contract packaging, storage, and logistics for pharmaceuticals, quasi-drugs, cosmetics, and food products. We interviewed the company, which continues to be at the forefront of supporting “medicine safety” by responding to diverse needs with its unique packaging technology, leveraging its global-level quality control system.
Kazuhiko Noda, President and Representative Director (left) and Takuya Nagao, Sales Manager (right)
| Company name | IL Contract Packaging Co., Ltd. |
|---|---|
| Established | April 1, 2022 |
| Business Description | Contract packaging of pharmaceuticals (secondary packaging)
※ Licensed to manufacture pharmaceuticals (packaging, labeling, storage) License No.: 23AZ200074 |
From “IL Pharma for labels” to “IL for contract packaging”
Breaking through the limits of a small sales force, a digital strategy to be “selected” in the age of AI search.
“What is IL?” Starting from the Ground Up. The Influence of an Overly Strong Parent Company and the Challenges of a New Company
The company was established in April 2022 as a company specializing in contract packaging as part of Iwata Label’s shift to a holding company structure. Despite being unique in terms of pharmaceutical packaging, its launch was also a battle against the “barrier of recognition.”
Kazuhiko Noda, President and Representative Director
“Within the industry, the association between ‘Iwata Label’ and ‘labels and labeling machines’ was so strong that, even after a year and a half, not only was the new company name largely overlooked, but the fact that the group was operating a contract packaging business was virtually unknown,” says Mr. Nagao. He adds that after the company name changed from “Iwata Label” to “IL (Iwata Label),” it was not uncommon for first-time customers to say, “I have no idea where a company with an alphabetical name is located.”
At the time, Mr. Nagao was the sole sales representative. There were physical limitations to covering pharmaceutical companies nationwide on his own, and relying solely on the company website for communication had its limits; therefore, a new “entry point” was essential for reaching potential customers across the country.
Maximizing Sales Efficiency Through a “Noise-Free” Website
Where should we focus our limited resources? What Mr. Nagao sought from iVEXL was not merely exposure, but “high-quality matching.”
Takuya Nagao, Sales Manager
“While we post content on social media across the entire group, it’s difficult to raise brand awareness through our corporate website alone. The key feature of iVEXL is that it’s a highly specialized site focused exclusively on the life sciences. We believed that many visitors come here with a clear purpose in mind when searching for information. It’s a place where professionals—who are often too busy with their daily work to find time for research—come to search for specific information. They expect a level of clarity and focus that’s simply not available in content aimed at a general audience.”
In the first year of our listing on iVEXL, our average web traffic—including visits to our own website—doubled compared to before the listing. As the rise of AI search makes it increasingly difficult to drive traffic to our own site, iVEXL has become a “second sales channel” for us.
The Importance of “Planting Your Flag on the Platform” in the Era of SGE and AI Search
In the interview, Mr. Nagao offered important insights into modern web marketing.
“We’re now in an era where AI search engines like Google’s SGE provide answers without users even visiting a website. A young representative who contacted us after browsing the web once told me, ‘I searched using AI, and your company came up third.’ We’ve entered an era where, beyond Google searches, people use AIs to narrow down trustworthy companies based on their compiled responses. That’s precisely why I believe that placing your information firmly on a trustworthy platform and ensuring it can be found by AI creates an opportunity to foster an understanding of your ‘character’ and build trust.”
＊【 Glossary: What is SGE (Search Generative Experience)? 】
This refers to a new feature on Google search results pages where generative AI summarizes and presents answers. Its key feature is that users can find the information they need directly on the search results page without having to click through to a website. While this poses a risk for companies that their websites may no longer be viewed directly, ensuring that accurate information is stored on platforms (such as iVEXL) that the AI cites as “reliable sources” has become more crucial than ever for building brand awareness and trust.
The “Invisible Value” Behind a Single Inquiry
Mr. Nagao also spoke highly of the quality of a “single inquiry.”
“While there are cases where we receive concrete inquiries through the iVEXL system, it seems there are also many instances where customers who obtained information via iVEXL choose to call us directly or contact us through the web form on our company website. I feel that iVEXL is not only serving as a starting point for customers to learn about our company—or, in other words, creating touchpoints with customers—but is also building a ‘foundation of trust’ that cannot be measured solely by the number of direct deals closed.”
Regarding the support provided by the admin team, he also praised iVEXL’s partnership-based approach, noting, “Managing operations while conducting sales is challenging, but their responses are quick, and we receive timely support. They also propose opportunities to exhibit at online trade shows, so we can implement initiatives without hesitation.” He acknowledged that this hands-on support has become a key asset for our “small sales team.”
Driving Business Decisions with Data: How to Use Access Reports
The monthly access reports are utilized as key metrics that underpin the company’s sales strategy, such as in President Noda’s reports to the board of directors.
While iVEXL has received requests for further improvements—such as enhancing the readability of the reports and providing analytical consultations that delve deeper into the context behind the numbers—the way these reports are utilized is highly sophisticated. Mr. Nagao independently analyzes the report data and presents internal reports that add value, such as tracking “trends in page views following strategy updates.”
The results of web initiatives—which cannot be fully measured by direct inquiry counts alone—are demonstrated through objective data, such as “a doubling of traffic from the first to the second year.” This accumulation of data serves as powerful evidence for gaining internal understanding and buy-in.
Future Outlook: From Packaging Design to Contract Packaging. Maximizing Group Synergies and Global Expansion
IL Contract Packaging’s future prospects extend far beyond Japan. President Noda stated, “Our strength lies in holding a pharmaceutical manufacturing license covering packaging, labeling, and storage. We are focusing our efforts not only on the domestic market but also on providing services to foreign clients who do not have manufacturing bases in Japan. Centered on the functional secondary packaging technology of our group company, IL Pharma Packaging, we will actively expand integrated services—from packaging design to contract packaging—by leveraging group synergies.
Just the other day, a company received an inspection from the U.S. FDA. Our greatest asset is a packaging design and contract manufacturing system capable of withstanding such stringent global regulations,” he stated emphatically.
He also expressed his hope that iVEXL will evolve from a mere “showcase” into a platform that “connects” companies through events and business matching, serving as an engine to propel our technology onto the global stage.
In today’s increasingly digital world, where the way we search for information is constantly evolving, iVEXL believes the key lies in “how effectively we can convey a company’s strengths in their purest form.” With this in mind, iVEXL is not merely a venue for publishing information, but a platform designed to foster deep connections among life sciences industry experts. Through initiatives such as online exhibitions, they continue to create an environment where the technologies of our listed companies are properly recognized by the market.
iVEXL remains committed to supporting the business growth of companies with advanced technical capabilities, such as IL Contract Packaging.
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