The synergy between strengths & strengths

Expansion of substantive cooperation with domestic pharmaceuticals

Co-promotion contracts between companies, more than 10 cases this year alone, is a new trend established?

The synergy of sales force in specialized areas of each pharmaceutical company

The number of domestic pharmaceutical companies collaborating to jointly sell drugs has increased significantly.

 

In the past, drug co-promotion contracts were mainly concluded between multinational pharmaceutical companies and domestic pharmaceutical companies.

 

In the pharmaceutical industry, it is interpreted as a result in which the needs of both sides are well-matched.

 

Companies with relatively weak sales power can enjoy the effect of increasing sales and securing customers by collaborating with companies that have expertise in a specific area.

 

Companies entering the market through joint sales can expect the effect of expanding their product lineup.

 

Here, it is analyzed that it can be relatively advantageous to enter the market through joint sales instead of selling products at low drug prices as generics.

 

According to the pharmaceutical industry on the 4th, there are more than 10 cases of marketing and sales collaboration, such as co-promotion contracts for joint sales of drugs between domestic pharmaceutical companies this year.

 

Last month ▲MOU for domestic sales and marketing of Insulin Glargine, a Lantus biosimilar between Dongkuk and GC Pharma ▲MOU between Dongkuk and Korea Pharmbio for intestinal sales co-promotion of Orafang ▲CCB series 3 between Samjin and Ilsung Four contracts were signed, including a co-promotional agreement for Azelblock, a first-generation hypertension treatment, and a co-promotional agreement between Anguk Pharm and CMG Pharmaceutical for rosuvastatin + omega 3 combination drug 'Mega M Dual Soft Cap'.

 

Last month ▲ Dongkuk Pharm and GC Pharma's domestic sales and marketing business agreement for Lantus biosimilar Insulin Glargine, ▲ Dongkuk Pharm and Korea Pharmbio's booklet payment Orafang's hospital sales co-promotion business agreement, ▲ Samjin Pharm and Ilsung New Drug's CCB A co-promotion agreement was signed for Azelblock, a third-generation high blood pressure treatment affiliate, and ▲Mega M Dual Soft Cap, a rosuvastatin + omega-3 combination drug between Anguk Pharmaceutical and CMG Pharmaceutical.

 

In January, ▲an exclusive sales contract between Kwangdong Pharm and Hanlim Pharm for the highly concentrated liquid nutritional tonic 'Horban', ▲an extension contract for joint sales of Edarbi and Edarbyclor between Donga ST and Celltrion Pharm, ▲HK Innoen and Samyang Holdings' domestic sales of Paclitaxel-based anticancer drug Genexol ·Marketing joint sales contract, and ▲Amortan-R' co-promotion contract between Anguk Pharm and CMG Pharmaceutical, a three-drug combination drug for hypertension and hyperlipidemia.

 

Anguk and CMG Pharmaceuticals also signed a co-promotion for Lacbio, an intestinal medicine, in December last year.

 

In the same month, SK Chemicals also signed an exclusive sales and distribution contract with Mothers Pharmaceuticals for Acerisone, a non-steroidal anti-inflammatory drug.

 

(From left) K-CAB, Zemiglo, Shinbaro.

 

It is regarded as an example of a successful co-promotion contract between domestic companies

Since the end of last year, at least 13 domestic pharmaceutical companies have signed joint sales contracts in the past half year.

 

It is evaluated that the cases of collaboration between domestic companies have increased significantly compared to the past.

 

In the pharmaceutical industry, there is an analysis that collaboration between domestic companies is becoming a new trend.

 

In the past, most of the co-promotional contracts in the domestic pharmaceutical bio-industry were in the form of multinational pharmaceutical companies borrowing the local area sales force of domestic pharmaceutical companies.

 

It was mainly a method in which multinational companies were in charge of general hospitals and domestic companies were in charge of local clinics.

 

The drug co-promotion between domestic pharmaceutical companies is interpreted as a result of the needs of the two contracting parties matching well.

 

Pharmaceutical companies with relatively weak sales power can seek to increase sales by collaborating with companies that have expertise in a specific area.

 

Even in the opposite case, it is an analysis that the pharmaceutical company can create synergy by expanding its lineup in the treatment area.

 

Taking the Glarzia case of Dongkuk and GC Pharma as an example, Dongkuk is actively seeking to expand into the diabetes field.

 

Dongkuk received approval for Daflzin, Tenelikan, Sitakan, and Sitakandapeul one after another from the end of last year.

 

In April, a relay symposium was held for 500 medical staff in five regions across the country ahead of full-fledged sales promotion.

 

Dongkuk Pharmaceutical's plan is to strengthen its diabetes treatment lineup by adding Glarzia, an insulin injection.

 

GC Pharma plans to reverse the sluggish sales flow after the introduction of the product through collaboration with Dongkuk Pharmaceutical.

 

GC Pharma introduced Glarzia from Indian pharmaceutical company Biocon and launched it in November 2018.

 

At the time, Handok was in charge of domestic sales and marketing, but sales continued to be sluggish at around 1 billion won a year.

 

It shows a big difference from the original Lantus, which generates sales of more than 20 billion won a year.

 

Like K-CAB and Zemiglo, we also accumulated positive results from joint sales.

 

It is analyzed that the steady accumulation of positive co-promotion results also contributed to the expansion of cooperation between domestic companies.

 

A representative example is the joint sale of K-CAB by HK inno.N and Chong Kun Dang.

 

HK inno.N signed a joint marketing contract with Chong Kun Dang and K-CAB in January 2019.

 

As a result, K-CAB expanded its annual prescription amount to more than 130 billion won in four years of collaboration between the two companies.

 

HK inno.N took on the challenge with P-CAB-type drugs at a time when PPI-type drugs were leading the market.

 

It is an analysis that HK inno.N was able to quickly settle K-CAB in the market through collaboration with Chong Kun Dang.

 

Chong Kun Dang has also established K-CAB as a product that greatly contributes to corporate performance.

 

Daewoong and LG Chem jointly sold Zemiglo, GC Pharma and Daewon Pharm jointly sold Shinbaro, and Boryung and GC Pharma jointly sold Neulapeg.

 

In the pharmaceutical industry, analysis is raised that there will be some impact from the stepped drug pricing system that took effect in July 2020.

 

This system is a structure in which the drug price is reduced starting with the 21st registered drug.

 

It means that the generic means that the drug price is lower.

 

For generic companies, it may be more beneficial to jointly sell products that have already been released rather than belatedly developing generics and entering the market.