Celltrion marked the ‘World Inflammatory Bowel Disease (IBD) Day’ by launching a campaign to raise awareness of the challenges faced by IBD patients and expanded prescriptions of RemsimaSC, the world’s only infliximab subcutaneous injection formulation treatment.
Image from Celltrion's 'Where's CC?' campaign held in observance of 'World Inflammatory Bowel Disease Day' [Image source=Celltrion]
On May 19, World IBD Day, Celltrion conducted the 'Where’s CC?' campaign. CC stands for Crohn's disease and ulcerative colitis, the representative types of IBD.
Celltrion created a website featuring a hidden picture search game that reenacted scenarios patients with IBD might experience. Through this, various issues related to difficulties in treatment accessibility were highlighted to help users understand the demand for subcutaneous injection formulation treatments. Additionally, interviews with leading global IBD experts were released, emphasizing the pain caused by IBD and the necessity of continuous treatment and management to address it.
Through this campaign, Celltrion expects increased patient interest in RemsimaSC, an infliximab formulation that demonstrates excellent therapeutic efficacy in IBD and offers the convenience of self-administration. Infliximab has been used in medical practice for over 20 years and still accounts for 28% of prescriptions among IBD treatments, making it the most prescribed. However, despite the high demand, no subcutaneous injection formulation with improved dosing convenience had been released until Celltrion launched RemsimaSC as the world’s first and only product to fill this unmet need.
Patient satisfaction with the prescribed treatment has also been high. A satisfaction survey conducted at the University of Liverpool Hospital in the UK among patients who switched from intravenous infliximab to RemsimaSC showed that 77% responded positively. Preference was also high in terms of safety.
To effectively deliver the ‘Where’s CC?’ campaign to patients globally, including Europe and the United States, Celltrion partnered with Molly Pearce, a contestant from season 2 of the UK reality TV show The Traitors. Pearce is a well-known influencer who finished as runner-up on the program and is a highly influential star in Europe. She was diagnosed with ulcerative colitis (UC) at age 11. Pearce stated, “IBD patients face many difficulties in daily life, such as giving up going out comfortably or socializing with friends while living with an invisible disease. I believe Celltrion’s ‘Where’s CC?’ campaign most closely expresses my feelings, and through this, I hope all people, including IBD patients, can receive appropriate care as individuals. I will do my best to help realize this.”
A Celltrion representative said, “Now in its fourth year since launching in Europe, RemsimaSC has secured a 21% market share in the IBD market across five major European countries as of the fourth quarter of last year, based on its proven therapeutic efficacy, safety, and the convenience of self-administration anywhere. Following the launch of Zimpenetra in the US last March, we have continued to achieve results such as signing preferred drug listing contracts with major Pharmacy Benefit Managers (PBMs). We will focus all our sales efforts to ensure that more IBD patients can benefit from RemsimaSC’s treatment advantages.”
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
