Celltrion is implementing a strategic approach in the European market by leveraging a direct sales system to ensure rapid response and supply stability while expanding patient access to treatment through biosimilars. The company believes that building trust through direct sales will ultimately enhance its market influence.
At the European Academy of Dermatology and Venereology (EADV) conference in Paris on September 18, Salim Benkhalifa, Medical Director of Celltrion’s French subsidiary, emphasized that biosimilars are an industry built on trust. While explaining the diverse market environments across European countries, he consistently underscored the importance of trust and detailed the unique advantages Celltrion has developed through its direct sales approach.
Trust: The Cornerstone of the European Market – Direct Sales Ensure Swift Response and Supply Stability
Benkhalifa noted that European countries exhibit significant variations in their healthcare systems and practices. Some markets, like Germany, are physician-driven, while others, particularly in Northern Europe, operate on a tender-based system. The UK and France fall somewhere in between. He stressed that understanding and adapting to local environments is crucial given these market differences. Further noting that ultimately, trust is the key and to maintain its market position, it must earn trust in all aspects—quality, partnerships, clinical research, and relationship management.
This perspective also influenced Celltrion’s decision to adopt a direct sales model. Benkhalifa explained that when the French subsidiary was established in 2020, coinciding with the launch of Remsima SC, there was a pressing need for direct communication with healthcare professionals and patients. He highlighted that its greatest advantage is our ability to respond immediately on-site without intermediaries. Further noting that it can independently manage inventory, projects, and budgets, which has significantly contributed to maintaining supply stability.
Benkhalifa emphasized since its entry into France, they haven’t experienced a single supply shortage. Further noting that this is one of their strongest selling points to healthcare professionals and patients.
Omlyclo: The Pioneer Omalizumab Biosimilar Offering New Hope for Severe Asthma and CSU Patients
Celltrion’s latest offering in the European market, Omlyclo (omalizumab biosimilar), exemplifies this strategy. Omlyclo is the first biosimilar version of omalizumab, indicated for severe asthma and chronic spontaneous urticaria (CSU).
Benkhalifa pointed out that while only about 5% of severe asthma patients are eligible for omalizumab treatment, it accounts for over 50% of total asthma healthcare costs. He added that the introduction of biosimilars can significantly reduce the societal burden and improve patient access to treatment.
In a move that demonstrates their commitment to both patient and healthcare professional preferences, Celltrion is simultaneously launching two formulations: a pen and a prefilled syringe. Benkhalifa explained that while most patients prefer the pen, some desire control over the injection speed. Further, by offering both options, it can cater to diverse needs.
Expanding Market Acceptance Through Data and Field Engagement: Biosimilars as a Trust-Based Industry
To ensure Omlyclo’s swift market adoption, Celltrion is focusing on accumulating clinical data and enhancing field communication. The French subsidiary is spearheading a rolling study to assess treatment persistence and patient satisfaction at six-month and one-year intervals, with plans to present and publish the findings at conferences. Benkhalifa stated that continuous data generation is crucial even post-approval. Its aim is to provide scientific evidence to healthcare professionals and instill confidence in patients through real-world experiences.
Regarding field activities, he noted that the field teams directly engage with healthcare professionals to communicate product benefits and collaborate with patient organizations to build trust. Further, they’ve even had instances where patient groups participated in research design, and that this transparency fosters trust over time.
In conclusion, Benkhalifa reiterated the importance of trust. He emphasized that biosimilars aren’t mere replicas; they represent an industry founded on trust. It must cultivate this trust through the direct sales approach, reliable supply, and accumulation of real-world data. He stated that as trust grows, so does patient access to treatment and this is Celltrion’s guiding principle in Europe.