SK Life Science Launches Large-Scale U.S. TV Campaign
Aims to Raise Awareness and Expand Prescriptions for Cenobamate (Xcopri)
Highlights Hope for Epilepsy Patients and Strategic Market Growth
SK Biopharm announced on May 20 that its U.S. subsidiary, SK Life Science, launched a large-scale TV advertising campaign across the United States starting May 19 (local time).
This campaign aims to raise awareness of the epilepsy treatment cenobamate (marketed as Xcopri in the U.S.) and expand new patient prescriptions. The company explained that the campaign was designed to increase public awareness of epilepsy and help overcome fears about new medications.
The advertisement, themed 'Road to Seizure Reduction,' symbolically depicts a young man living with epilepsy and his father embarking on a road trip together. Through this journey, they overcome their fears about new medication and attempt to take cenobamate. Ultimately, the advertisement conveys that even patients who have suffered from epilepsy for over 20 years can still have hope and the possibility of seizure reduction.
The United States is one of the few countries that allows direct-to-consumer advertising of prescription drugs. Patients can obtain information about medications through advertisements and directly consult with healthcare professionals or request prescription counseling. According to pre-market research, more than half of patients who viewed the direct-to-consumer (DTC) advertisement for cenobamate expressed their intention to discuss the medication with their healthcare providers.
SK Life Science expects that, as the market is anticipated to undergo changes due to patent expirations of some competing epilepsy treatments, this advertisement will serve as a strategic tool that goes beyond simple brand exposure and will drive substantial growth in prescriptions.
Lee Donghoon, CEO of SK Biopharm, said, "This campaign is one of the key strategies to strengthen cenobamate's presence in the U.S. and accelerate business growth. We expect it to introduce cenobamate to more patients and healthcare professionals, and to serve as a turning point for expanding market share and increasing sales in the U.S."
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