Full-scale marketing in all areas including TV, OTT, and social media
Advertisements for prescription drugs are legally permitted in the U.S.
Emphasis on the convenience of Zimpentra self-administration
Zimpentra’s goal is to achieve KRW 1 trillion in global sales next year.
Celltrion has begun marketing its next-generation flagship product, Gympentra, in earnest in the United States. The strategy is to accelerate prescriptions through omnidirectional marketing using various media.
Celltrion announced on the 27th that it began media advertising for ‘Zympentra’, the world’s only infliximab subcutaneous injection (SC) formulation treatment, in the United States on the 26th (local time). The advertisement video will first be uploaded to the video sharing channel YouTube, and the advertisement will be broadcast to TV channels and OTT platforms starting next month.
In the United States, advertising of prescription drugs to the general public is legally permitted. From a pharmaceutical company’s perspective, it is easy to deliver drug information and can play a leading role in communication with medical staff during the product selection process.
This Zimpentra advertisement is designed with the content that patients can improve their quality of life by utilizing the product’s strengths of convenient administration. In the advertisement, the patient is depicted as having difficulty leading a daily life, such as giving up other personal schedules in the process of regularly visiting the hospital and administering intravenous (IV) type treatment. After consulting with a doctor, he chooses Zympentra, which can be self-administered, and the video ends with him enjoying his daily life more freely.
In fact, patients with autoimmune diseases are experiencing difficulties big and small in their daily living environment, such as travel, hobbies, and personal schedules, due to pain caused by the disease as well as regular in-clinic treatment. Zymfentra is a medicine that improves the dosing convenience of infliximab, which has proven its therapeutic efficacy and safety in the medical field for more than 20 years. It is continuing to grow rapidly thanks to high patient satisfaction in various parts of the world, including Europe, where it was launched first.
In the United States, ‘3P’, which means prescribing doctor (provider), insurer (payer), and patient (patient), is considered to be the three factors that have great influence on drug prescriptions. Among these, Celltrion achieved good results by sequentially conducting marketing activities for prescribing doctors and insurance companies. At the beginning of the launch, Celltrion Group Chairman Seo Jeong-jin focused on increasing product awareness and preference for prescription by meeting with prescribing doctors in the U.S. to promote Zympentra. Celltrion’s U.S. subsidiary quickly secured 75% coverage (based on the number of subscribers) in the U.S. insurance market by communicating with many insurance companies, including the three major prescription drug benefit management companies (PBMs), and also succeeded in establishing an insurance refund infrastructure.
This time, preparations have been completed to accelerate the prescription of Zimpentra by launching advertisements targeting patients, the last element. The goal was also set aggressively. We aim to become a global blockbuster product that will achieve sales of 1 trillion won in the global market next year. Following the advertisement, Celltrion launched a full-scale digital advertising campaign using social media channels such as Instagram and LinkedIn, and posted POC (Point of Care) advertisements that are easily accessible to patients at the prescription site, such as on hospital attachments, printed materials, and outdoor advertisements. They said they plan to consider moving forward with it.
Thomas Nusbickel, Chief Commercial Officer of Celltrion USA, said, “With this Zimpentra media advertisement, patients with autoimmune diseases in the United States will learn about new treatment options with improved medication convenience and will be able to live independently. “I am confident that you will be able to enjoy a free daily life while independently designing the product,” he said. “We will continue to supply high-quality biopharmaceuticals in the United States, the world’s largest market, and strengthen our sales capabilities so that more patients can enjoy the benefits of Celltrion’s treatments.” .
Kim Min-beom, Donga.com reporter [email protected]
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2024-09-27 15:00:30