SK Biopharm CEO Lee Donghun Targets U.S. Physicians to Expand Cenobamate Prescriptions

Innovation in Lifecycle Management of New Drugs... Advertising Patient Recovery Stories
Considering Production in Puerto Rico, a U.S. Territory, to Eliminate Tariff Risks

SK Biopharm is set to innovate its lifecycle management system for cenobamate (marketed as Xcopri in the United States), a new drug for the treatment of epilepsy.

Lee Donghun, CEO of SK Biopharm, held a meeting on the 20th (local time) at the 2025 BIO International Convention (BIO USA) held in Boston, USA, explaining this year's management strategy. SK Biopharm

Lee Donghun, CEO of SK Biopharm, held a meeting on the 20th (local time) at the 2025 BIO International Convention (BIO USA) in Boston, USA, and stated, "The key pillar of our business this year is the innovation of lifecycle management."

Lifecycle management refers to a range of strategic activities aimed at extending the lifespan of a new drug product and maximizing its market value. The goal is to broaden the scope of prescriptions for Xcopri among physicians in order to maximize sales.

To achieve this, SK Biopharm plans to target patients with advertisements on social networking services (SNS) and YouTube, as well as to expand its connections with local physicians in the United States. Lee explained, "Market research has shown that epilepsy patients are less active in social life and therefore tend to use SNS platforms like Instagram and Facebook more frequently. Starting this year, we have launched SNS and TV advertisements based on real-life cases of patients who have returned to their daily lives after being prescribed Xcopri." He added, "These advertisements have already reached 9.37 million views, and we plan to continue the campaign for two years."

He also emphasized the importance of marketing to physicians. Lee said, "While the end users of toys are children, toy companies also market to parents, who are the actual purchasers. Likewise, although our ultimate customers are patients, it is physicians who write the prescriptions, so we continue to hold meetings with them." He has already met with about 30 physicians in the United States. He stated, "The key is to build a fandom among physicians for Xcopri. Our goal this year is to meet a total of 100 local physicians across various regions."

Lee expressed confidence that risks originating from the United States, such as tariffs, have been resolved. He said, "Although new tariffs are expected to be imposed in July, finished products manufactured in Canada have already crossed the U.S. border. For SK Biopharm, there is no tariff risk this year."

Furthermore, it appears that future products will also not be affected by tariffs, as the company is considering manufacturing in Puerto Rico, a U.S. territory not subject to such tariffs. If production takes place in Puerto Rico, a U.S. territory, tariffs will not be imposed.

Lee explained, "Recently, Puerto Rico has been attracting companies with the catchphrase 'reshoring.' This provides a solution to the Trump administration's pressure to relocate production bases to the United States, and it also addresses long-term risks."

Meanwhile, after completing his schedule in Boston, Lee plans to travel to New York next week to hold meetings regarding the company's next product.