Celltrion Launches Zymfentra Media Campaign in the U.S.

Celltrion announced on the 27th that it has launched a media campaign in the U.S. for "Zymfentra," the world’s only infliximab subcutaneous (SC) formulation for treating autoimmune diseases. The campaign first started on YouTube and will expand to various TV channels and OTT platforms across the U.S. starting next month. The advertisements emphasize Zymfentra's convenience, showcasing how it empowers patients to improve their quality of life independently.

Unlike Korea, the U.S. allows direct-to-consumer advertising for prescription drugs, providing patients with easier access to information and encouraging active communication with healthcare providers when choosing medications.

This campaign is particularly significant as it is a key component of Celltrion's sales strategy for Zymfentra in the U.S. The country recognizes three major influencers in prescription decisions—commonly referred to as the "3 Ps": Providers (prescribing physicians), Payers (insurance companies), and Patients.

Initially, Celltrion Group Chairman Jung-jin Seo personally promoted Zymfentra to U.S. healthcare providers, boosting both product awareness and prescribing preferences. Simultaneously, Celltrion’s U.S. subsidiary engaged with multiple insurance companies, including the three largest pharmacy benefit managers (PBMs), securing coverage for approximately 75% of the U.S. insured population and successfully establishing a reimbursement infrastructure.

With the final component, the patient-targeted media campaign, now underway, Celltrion expects Zymfentra’s recognition to grow significantly. The company also plans to expand the campaign to digital platforms such as Instagram and LinkedIn, while exploring additional point-of-care (POC) advertising options in hospitals through posters, print materials, and outdoor media to increase accessibility for patients.

Thomas Nusbickel, Chief Commercial Officer (CCO) of Celltrion’s U.S. subsidiary, commented, "We are confident that this Zymfentra campaign will raise awareness among U.S. autoimmune disease patients about this new treatment option, allowing them to enjoy a more active and fulfilling life. As we continue to supply high-quality biopharmaceuticals in the world's largest pharmaceutical market, we will further strengthen our sales capabilities."