Nov. 5, 2021
Jonatan Pantanowitz, EVP Business Development at Livinguard
During 2020 Jonathan has been in a crucial leadership position, steering Livinguard through a unique inflection point in its business and building the teams to drive brand building, communications, and sales for Livinguard’s antiviral, reusable face masks, and several other new products. Jonathan has a wealth of business and leadership experience, having spent the previous 14 years with 3M, where amongst other roles he was Managing Director, 3M Israel. As an innovation enthusiast, he established the first connections between 3M and the Israel Innovation ecosystem and held the position of New Tech Scout for 3M New Ventures in Israel. During his tenure, he held board seats with 2 start-ups and was involved in several other investments on behalf of 3M. A sports enthusiast in his spare time, Jonathan volunteers as a board member of the Israel Cycling Federation. Jonathan holds a BA in Business & Communication from the Tel Aviv College of Management and an MBA from The Edinburgh Business School.
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Welcome to the Latin MedTech leaders podcast.
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A conversation with med tech leaders who have succeeded or plan to succeed in Latin America.
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Please subscribe on your favorite podcasting platform, apple podcast, Spotify, Google podcast, Amazon music is teacher tune.
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I heard radio Pandora or welcome to the Latin metec leaders podcast.
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AA conversation with leaders who have succeeded or plan to succeed in Latin America today, our guest is Jonathan Pantana witch.
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He's living towards, uh, executive vice president of business development.
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Jonathan has a wealth of business and leadership experience.
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Having spent the previous 14 years with 3m where among other roles, he was managing director for 3m in Israel.
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He established the first connections between 3m and the Israel innovation ecosystem and held the position of new tech scout for 3m new ventures in Israel during his tenure, he held board seats with two startup companies and was involved in several other investments on behalf of, of 3m.
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So Jonathan, it's great to have you here today.
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Welcome to the show.
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Thank you, Julio.
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I am really, uh, super pleased to be here.
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Thank you very much for inviting me.
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I'm really looking forward to, uh, uh, uh, to the next few, uh, minutes where we're going to discuss about, uh, Latin America.
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And I really want to compliment you for an amazing show that you're running.
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It's really, really impressive.
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So once again, thanks.
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Thanks for having me over.
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Awesome, Jonathan, thank you for the account words, what our show is shortly.
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Uh, uh, I'm very proud of what we're building here.
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We are the only outlet for, um, uh, all things related Latin America with medical technologies.
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So
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Pretty amazing.
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Yeah.
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Excellent.
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Thank you.
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All right.
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So let's get started, um, with your journey to Latin America, Jonathan, how you got involved with the region on a personal and professional level.
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So, um, if it's okay with you, I'll start with a personal, I actually married, um, with, uh, my wife, uh, Miha um, was born to, uh, to native Argentinians, uh, that, uh, came to Israel and, uh, you know, grandparents from, uh, from Argentina.
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So, um, I can tell you, I re I, I remember coming, uh, to one of the first, uh, dinners at my, uh, wife's house and it was the time of the, of the world cup.
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And there was, uh, you know, some kind of game my, I don't remember if it was Argentina playing or, uh, or England was, was playing.
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And I was kind of saying just before we were entering, you know, I, I really like the, the, uh, the English team and she kind of told me whatever you do, don't say that for, uh, during dinner.
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So, um, I, um, I really, you can say I married into the Latin, uh, uh, you know, uh, passion and love for food for people.
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Um, and it's, uh, it's amazing.
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Excellent.
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I'm really happy to hear that.
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Thank you.
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On a professional note, um, um, you know, definitely when I was, uh, in 3m, I got exposed to, um, a lot of our activities in, in Latin, in Latin America.
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Unfortunately, I was not able to work directly, uh, in Latin America, but the exposure just to the leadership that came out of Latin America and the diversity, um, you know, I always remember, I remember this very well that on my first visit to 3m headquarters in St.
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Paul, you know, I was, you come to this huge headquarters.
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I felt a little lost.
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I, you know, I didn't know, uh, um, where I was going.
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And one of these guys, he was head of the business in Latin America, kind of saw me in the international, uh, um, scene.
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And he took me under his wing.
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He said, Hey, Jonathan, come for lunch.
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And immediately we were able to, we were able to connect.
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And he was a very, very senior guy, but he was completely to earth.
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So for me coming from, from my culture, uh, it's really, it's really easy for me.
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And it's comfortable to me to be able to connect on a very personal level on a very warm level, uh, with the cultures, the different cultures from, uh, uh, from Latin America.
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I was also always impressed by, um, the hunger for innovation, um, and, uh, for technology and, and the fact that, um, it's, uh, while it many times it's categorized, it's Latin America, it's really V era of colors.
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It's, it's, you know, you, you get, you get everything.
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And, um, you know, the, the, the people that I have I have met and the leadership I have met has always been super sharp, but super warm as human beings.
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And to me, that makes a huge difference.
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Hmm.
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Fantastic.
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I'm really happy to hear that.
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That was good.
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So, um, what trends do you see happening right now in Latin America that are, uh, making Latin America a great place to do business at Jonathan?
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Um, so I think the, the first things that, uh, that I mentioned is, uh, hunger for technology.
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I think, uh, I think hunger for technology is, um, is really, um, growing and we're seeing a lot of interest in, uh, new technologies, I think, generally speaking, but definitely also in, in healthcare and the need to bring in, uh, more technologies.
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I think we're seeing, um, some shifts in regulatory as well.
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When we see, um, maybe traditionally it was mostly, uh, the, you know, reliant on adopting either us or European, uh, regulations, but now really establishing own sets of, uh, regulatory requirements, definitely in some of the, uh, larger and more advanced countries.
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So this as a company that is looking, uh, to, you know, to be successful in Latin America, uh, really is a, is a flag for us to understand this and be prepared for this in terms of understanding the regulatory, uh, landscape.
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So it's not enough only to get your us re uh, kind of ticked off or your European regulatory ticked off.
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You really need to understand the local landscape.
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So I think that's another, uh, another big change.
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Um, I think as, as, as it's happening globally, and especially after the pandemic, the need, uh, for having, uh, tick technologies that are also disruptive on the one hand, but preventative in the nature for, you know, for healthcare, for preventative healthcare, uh, like our technology that is all about disinfection of materials, of fabrics, of different substrates.
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I think this is, uh, another change, uh, that we are seeing.
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And, um, this is continuing to happen in what is, I think, uh, you know, a trait of Latin America, which is a very, very competitive, uh, environment.
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Um, it really requires you to, you know, to be, to be on your toes and understand that, um, each country has a little bit of different, uh, different color has different needs.
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And I'd say, um, um, you know, as a, as a word of caution, uh, I say this to anyone listening, but I say it, first of all to myself is that there really needs to be a fundamental decision to go into Latin America because you either go all in, um, you know, or, or leave it for when you are ready to go all in.
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And I think, uh, I, I think we, you know, we might have, um, um, you know, double footed ourselves, um, you know, in, in the beginning, but I think now we're getting ready and we are understanding you really need to respect Latin America as, as a market in order to be successful there.
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If, if there's one thing I learned, it's, it's that?
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Mm, great answer.
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Yeah, yeah.
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You, you answered my sec, my, my next question, which was gonna be, how do you see Latin America as a land of opportunity to do business?
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So in essence, you pretty much summarized everything as yes, it's a, is a line of opportunity if you're willing to take it seriously.
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Absolutely.
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Absolutely.
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And, and, um, and, and we, and we understand this and, um, I think maybe we did not understand this well enough in the beginning.
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I'm, I'm, um, I'm honest enough to, uh, to say that.
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And I think, uh, you know, a true leader is one that can recognize, uh, what is also done wrong and correct, and, and correct course, uh, as needed.
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And that's what we're doing now in regards to Latin America.
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And that's also one of the reasons why I've been so excited to, to come on your show.
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Excellent.
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Excellent.
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All right, Jonathan, let's talk a little bit about your technology.
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What is it that makes your product so special?
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And then we, uh, move on to individual countries, your experience, or your plans in Columbia, Brazil, Chile, et cetera.
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Sure.
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So living art has, um, uh, has been a technology in development for, uh, over 10 years, uh, by the founder, uh, Sanji Swami, who came from the textile, uh, industry and, um, in the textile industry, there's been for many years, um, uh, several technologies around, uh, um, uh, anti odor, uh, that embed, uh, different types of chemicals in the, in the technology to, um, uh, fight bacteria.
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So this is being perfected, uh, with, uh, multiple patterns and, and hundreds and hundreds of, of, uh, of different trials, on different stuff, up rates and validated by multiple, uh, research, uh, institutes and universities.
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And, um, um, we really were presented with, uh, obviously a huge challenge, but also huge opportunity, uh, with the, the pandemic and with a very, very small team.
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We were able to, uh, um, um, to rally around the opportunity and really, uh, deliver in a big way.
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So I was, uh, privileged to be together with the founder and a, and, uh, a few other people at the forefront of this opportunity and to steer living guard into capturing this opportunity, uh, around, you know, building the team, building our, and, uh, building the business in the beginning, definitely around our face mask business, which was, uh, you know, the, definitely the product of, uh, 2020 for, for many people.
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And to do it in a way, which is, um, gives the highest level of protection, highest level of, uh, of, uh, performance comfort.
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And I, uh, not less important in a very sustainable way.
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So our masks are, have been, you know, are reusable.
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You can use them for over six months with washing them occasionally.
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And, um, our masks have reduced the need for 6 billion throwaway masks, and we all know, uh, the big damage that, um, uh, the throwaway mask, the polypro and the plastic mask have been doing to the environment, to our oceans.
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Um, and I'm sure even when you walk, uh, the streets, uh, wherever you are in Latin America, if it's in Rio or if it's in, uh, uh, you know, uh, Santiago or, or somewhere else, you're seeing a lot of the single throw away masks, uh, thrown, thrown away on, on, uh, on the floor.
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And it's, and it's really, um, you know, a cause of, uh, despair.
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Um, we've also been very, very active on a social perspective.
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We've recently donated 200,000 masks in India, uh, to help with a dire situation.
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Uh, there we've been donating masks in, in, in other causes as well.
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And, um, uh, we are, um, we're really looking forward now to, to, to bring, uh, the next, uh, line of products that we're working on.
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So it's starting from, uh, work wear clothing, uh, which is both antiviral and antimicrobial and, uh, uh, professional wear for doctors and hospitals.
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And we're, uh, starting, um, probably in the very near future we've we've, um, understood how to get our technology used in plastics and different types of plastics.
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And we're getting this also to get tested on some catheters, for example.
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So, um, catheter born, um, uh, uh, infections are one of the main cause of, of urinary infections or infections born at the hospital when a patient comes in.
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And if we will be able to help reduce that, um, it's really going to help a lot of people in a lot of patients.
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So really focusing on the preventative side of, of, uh, of, uh, medicine and healthcare, um, from a very unique aspect with, um, a company that, uh, has spent a lot of time.
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We have about 10 PhDs in the company focusing on, on, on technology in R and D.
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We have a fantastic lab here, uh, in Switzerland, and we're building a, a larger one because we really believe that, um, the core is coming with the right technology and the future technology.
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And, you know, soon we'll be coming out with, with even, uh, bio side free technology to, to work on, on textiles.
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Um, we've worked for five years with, uh, us EPA and very recently have received, uh, the first EPA approved, uh, self disinfection, uh, approval for a textile.
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So now that's gaining a lot of interest in the us and for many companies and healthcare, healthcare companies and the government and so on.
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So we are really, uh, looking forward to, you know, take everything that we've achieved and now, uh, bring it in an organized way into Latin America.
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What makes your company different from the competition?
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Is there any, anybody else in this space trying to do something similar?
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I think there are quite a lot of companies, um, in this space.
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Some of them are, um, have been around, uh, longer or as long as, uh, as we have, uh, some even more, um, I think in the last year, in the pandemic year, we've seen a lot of companies hop on the boat and, and, um, and try to do it.
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Um, I think where we differ is really in, um, in a couple of areas.
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It's definitely, first of all, the technology we have, I believe what is the most cutting edge technology, and we're keeping the investment on technology very, very high.
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Um, our focus on bringing in, um, safety, uh, in our products and doing multiple testing, uh, both internally and externally, uh, so to bring the safest, uh, product, uh, uh, to our customers.
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And lastly, I'd say, um, is the sustain sustainability angle.
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So both, both in the products themselves, but also in the technologies that they, um, uh, enable our customers to be more sustainable in their operations.
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So I'd say those are the biggest differentiations from a company perspective towards other companies in this, uh, in this field.
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Uh, you know, it's definitely getting a little more crowded, uh, nowadays.
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And, uh, I mentioned earlier about the donations, I think at the end, uh, today, when you choose on which company to partner with, or to work with, you really want to look to at a company that in addition to technology also has a heart.
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Yes.
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Agree.
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And I definitely think that, that we have have a heart and you see that in, you know, the way that people are sorting their hearts in, into, into the work with the living art, uh, and also our actions, uh, speak louder than worlds, uh, in terms of the way we're, uh, helping, uh, areas with donations and working with, uh, uh, with, uh, these types of organizations to help people
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In.
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Yes.
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And it's a beautiful way to market a product doing good, because people start adopting the product for free.
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I mean, they enjoy the benefits and for a great cause.
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And, and, and the words start to spread out about the, the, uh, the technology.
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Absolutely.
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It's, um, it's a good way.
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Um, you know, I think on both of these, uh, I definitely think it's a fantastic trend.
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Um, but I think, um, like we've seen also in the area of sustainability and also as we've seen in the area of social responsibility, um, I think any action is, is good action, and it's better than having none, but I think we also see a lot of, um, people doing some manipulations around this and, uh, um, you know, using name dropping and just building a nice sustainability site.
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It's really, um, uh, you know, I, for me, it's something that I'm personally very, very passionate about.
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I, I held, uh, a global, uh, uh, I had a area, a leadership position in 3m around sustainability.
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I was able to get really close to this and,
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Oh, did you really?
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Oh, okay.
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Yes.
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And I, and I'm using these learnings now and, uh, you know, I've become very close and passionate about this.
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And I think, um, um, we all, as consumers, as business people, uh, need to be, be really critical when we look at these types of, uh, initiatives, are they genuine?
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Uh, you know?
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Yeah.
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Or are they, uh, just a nice, uh, you know, makeup?
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Yeah.
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Uh, so I'm definitely, uh, pushing that, uh, for living art.
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We, we do it, we do it the genuine way.
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And I'm happy to say that up until now.
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We've been in able to do that
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Yeah.
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With a, with a heart, as you said.
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Yeah.
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I like that.
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And, and, and also a quick side comment, this issue of the, the pollution, the trash that we're generating.
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I think the, the remedy is worse than the problem.
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I mean, just by looking at the sustainability sustainability aspect of it is, is, is in itself a huge repercussion of the, um, actions that we've taken as, as, as society to stop the virus from spreading, not to mention alcoholism, poverty.
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Sure.
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Bio, domestic violence, all that stuff, uh, elective procedures that never happen.
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People die.
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I mean, it is just overwhelming.
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So anyway,
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You know, just, just to, to finalize on the sustainability point, I, um, you know, I realized, uh, in the beginning of the pandemic, you know, in the beginning of the pandemic, it was where anything you can to cover your, your, your mouth and face.
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Yeah.
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Um, and if, you know, the best availability was a reusable mask, that's fine.
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It was, you know, safety for the masses.
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I'm talking now to, you know, to customers and to partners.
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And we are seeing, you know, the trend for face masks, for example, go down and go back to do, but funnily enough, um, people are actually liking, starting, especially in the Western world.
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And I don't know, I, I know less about what's happening in, in Latin America.
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People are definitely more used to wearing face masks and they like the fact that they also not only they didn't get COVID, they also didn't get the, a flu.
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Hmm.
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That's true.
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That's a great point.
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And they were less, uh, sick and Hey, so if I need to go on a bus ride, or if I need to go on a train ride, you know, I'll put on a face mask.
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And now that the hysteria is a little down and the anxiety is a little down, people can add some additional, uh, thought process to their choice of product of mask.
00:20:58.059 --> 00:21:03.200
So how can I choose a product where I'm a little more responsible to the environment as well?
00:21:03.619 --> 00:21:10.630
So choosing, you know, I wanna be safe, but choosing also something that can protect the environment.
00:21:10.631 --> 00:21:29.059
And I think it's up to, you know, the business leaders, the thought leaders, um, uh, you know, the celebrities to sh to show the way in that regard the politicians, you know, the, the, the ones that set the, uh, the trends make that decisions because people will follow.
00:21:29.890 --> 00:21:30.180
Yeah.
00:21:30.181 --> 00:21:39.220
And, and also something that looks good that matches your clothes that matches your style, your personal style and something that incorporates technology.
00:21:40.029 --> 00:21:40.380
Right.
00:21:40.660 --> 00:21:40.660
So
00:21:40.730 --> 00:21:43.859
I'll tell you a little story about, uh, something that, that looks good.
00:21:44.940 --> 00:21:57.000
Um, I was, um, pushing really hard, uh, that we launch, uh, spring, summer, uh, face mask collection in kind of pastel colors.
00:21:57.269 --> 00:21:57.559
Okay.
00:21:58.299 --> 00:22:04.920
And, you know, you always have the skeptics that say, uh, first of all, you had supply chain say, oh, we'll have more SKUs.
00:22:05.019 --> 00:22:06.359
Why do we need more SKUs?
00:22:06.361 --> 00:22:07.200
We don't need, yeah.
00:22:07.759 --> 00:22:15.069
Um, why do we need so many products who's gonna want, and we launched it last week and it's been a hit because people, oh, people
00:22:15.349 --> 00:22:16.029
Beat everybody too.
00:22:17.369 --> 00:22:24.029
So it's, uh, you know, in, in one week it's become, uh, you know, 20, 20 over 20% of our sales
00:22:24.289 --> 00:22:25.109
In one week.
00:22:26.589 --> 00:22:35.009
And because, you know, people again, after this, the first few months of the anxiety, people say, okay, this is part of my life now.
00:22:35.119 --> 00:22:35.410
Yeah,
00:22:36.049 --> 00:22:36.049
Exactly.
00:22:36.410 --> 00:22:37.130
I wear sunglasses.
00:22:37.269 --> 00:22:38.769
So why don't I wear something nice?
00:22:38.910 --> 00:22:50.359
Why don't I, uh, especially, you know, if you're a little bit fashion oriented, I, you know, I match it to my, to the shirt or I match it to my dress if you, if you're a lady or, or whatever.
00:22:50.460 --> 00:22:56.440
So I think, I really think, uh, this market is gonna go to, to that direction.
00:22:56.539 --> 00:22:59.640
And we are definitely, uh, we're going in both directions.
00:22:59.799 --> 00:23:08.200
So we're going also into the fun and fashion, but our first and foremost is going into the, uh, really more heavily, uh, regulated.
00:23:08.339 --> 00:23:12.109
So we're getting ready to have FFP two certification.
00:23:12.589 --> 00:23:18.910
So the highest level of certification we are ready today have a, we have our, our medical type one mask.
00:23:19.009 --> 00:23:26.750
And now we, we are going to be launching medical type two R mask, uh, which is good for healthcare workers, for hospitals, for clinics and so on.
00:23:28.910 --> 00:23:31.099
Uh, but Hey, a doctor wants to look good as well.
00:23:31.319 --> 00:23:32.779
The nurse wants to look good as well.
00:23:33.670 --> 00:23:34.299
Don't you think?
00:23:35.069 --> 00:23:35.420
Agree.
00:23:35.421 --> 00:23:36.059
Totally agree.
00:23:36.779 --> 00:23:39.700
Uh, before we move on, we're almost 20 something minutes.
00:23:40.400 --> 00:23:50.680
We haven't talked about the countries in Latin America yet, but, uh, but, uh, I, I, I, I joke that, uh, before the pandemic, if you get into a bank with a face Mac, you call the police.
00:23:52.099 --> 00:23:54.160
Now it's become a symbol status.
00:23:55.119 --> 00:23:56.720
You have a, a face Mac in the bank.
00:23:57.799 --> 00:23:57.799
Yeah.
00:23:58.000 --> 00:23:58.000
Yeah.
00:23:58.299 --> 00:23:59.799
Things have changed dramatically.
00:24:00.000 --> 00:24:01.880
I mean, our perception of how we behave.
00:24:02.079 --> 00:24:04.319
And anyway, uh, Jonathan, let's move on.
00:24:04.759 --> 00:24:08.029
Let's talk about Latin America specifically about your plans.
00:24:09.069 --> 00:24:13.950
Uh, what do you have, um, in, in, in your plans for the region, what countries are you targeting?
00:24:14.230 --> 00:24:15.349
And, and this are there please.
00:24:16.289 --> 00:24:40.589
So we're, um, our first priorities are, um, Brazil, Mexico, um, Chile, Argentina, Argentina, and Columbia, um, not, you know, naturally, uh, you know, Brazil and, and Mexico due to their, uh, uh, overall size.
00:24:41.190 --> 00:24:42.990
Uh, they're super interesting for us.
00:24:43.950 --> 00:24:52.660
Uh, Chile, I think has a unique, uh, uh, kind of, uh, structure and advancement, uh, to the way they they're receptive to new technologies.
00:24:54.099 --> 00:24:58.980
Um, and, uh, and, you know, we wanted to add a couple of others.
00:25:00.579 --> 00:25:09.509
Um, we're currently engaged in a few, uh, dialogues with potential partners, uh, for all of these territories.
00:25:09.599 --> 00:25:26.349
We're also looking for ways to increase our, uh, outreach now and, uh, and engage directly with some customers and, uh, start getting our, um, uh, you know, building some preliminary kind of brand building exercises.
00:25:27.269 --> 00:25:30.980
Uh, so this is happening for, for multiple territories.
00:25:31.299 --> 00:25:34.299
Some, some dialogues are more advanced, uh, than others.
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