Maximizing Sales Synergy in Australia
Tailored Marketing Strategies and Distribution Partnerships
Driving Growth in the Pharmaceutical Market with Biosimilars and Oncology Drugs
On September 4, Celltrion announced that it has launched the autoimmune disease treatment 'Stekima' (ingredient: ustekinumab) and the allergy treatment 'Omriclo' (ingredient: omalizumab) in Australia, further strengthening its portfolio.
The newly launched products will be sold by Celltrion's Australian subsidiary and its local distribution partner, Arrotex Pharmaceuticals, respectively, with the aim of maximizing sales synergy.
This sales approach is part of a customized strategy tailored to the characteristics of the Australian pharmaceutical market. By focusing each distributor's marketing capabilities on their primary supply channels, Celltrion aims to minimize blind spots and more precisely target its sales network.
In Australia, sales methods differ depending on the type of product. Products used in hospitals are typically supplied through a bidding process, while self-administered products are marketed through supply channels such as pharmacies to expand market reach. Accordingly, Celltrion's Australian subsidiary is making comprehensive efforts, including strengthening cooperation with key stakeholders to improve bidding outcomes and expanding its sales network through proactive sales activities.
Furthermore, the unique characteristics of the Australian pharmaceutical industry, which implements support systems for biosimilars, are expected to further accelerate the market expansion of Celltrion's products. Australia can alleviate financial burdens by prescribing lower-priced biosimilars and operates various support policies to encourage their use, such as streamlining approval procedures.
Celltrion has been achieving balanced growth of its major products in Australia. According to pharmaceutical market research firm IQVIA, as of the first quarter of 2025, the Remsima product line (Inflectra and Remsima SC) has secured a 57% market share in Australia, outperforming competitors. In particular, Remsima SC (ingredient: infliximab, subcutaneous injection) has achieved a standalone market share of 27%, marking a significant performance. Remsima SC has received positive feedback from local healthcare professionals for its ease of use, and its growth is expected to accelerate further. In addition, Celltrion's oncology drugs are also increasing their prescription performance in the Australian pharmaceutical market, with Herzuma (ingredient: trastuzumab) recording a 56% market share and Truxima (ingredient: rituximab) achieving a 17% share.
Performance is also continuing in New Zealand, another major country in Oceania. Since its launch in New Zealand in 2022, Herzuma has continued to win government bids for trastuzumab. From last year through the first quarter of this year, Herzuma has dominated the New Zealand market with a market share close to 100%. In March of this year, Celltrion's New Zealand subsidiary launched Vegzelma (ingredient: bevacizumab), aiming to further boost prescription performance by actively leveraging synergies among its oncology drugs.
Additional product launches are also planned. Celltrion intends to launch 'Stoboclo-Osenbelt' (ingredient: denosumab) and 'Aptozma' (ingredient: tocilizumab) in the Oceania region in 2026. The company plans to focus on the early market establishment of new products based on the reliability and preference for existing products, further strengthening the influence of Celltrion pharmaceuticals in Oceania.
Kim Jitae, Head of South Asia at Celltrion, said, "Our existing products are achieving strong prescription results in the Australian pharmaceutical market. We will continue to enhance patient access through customized sales strategies tailored to the institutional environment and market characteristics of Australia and New Zealand, while also strengthening our portfolio through the launch of follow-up products."
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