Washington state-based biotech Achieve Life Sciences has filed for FDA approval of cytisinicline, a smoking cessation drug that could become the first new medication for nicotine dependence in nearly 20 years. The company submitted its application in June, with CEO Rick Stewart expecting approval by mid-2026 and U.S. market launch by the end of that year.
Clinical Trial Results Show Promise
Phase 3 trials demonstrated cytisinicline's effectiveness with a 20.5% success rate compared to 5% for placebo. The drug showed improved tolerability compared to existing treatments, with fewer side effects like nausea that often cause patients to discontinue therapy or refuse treatment altogether.
"We're looking at patients who are already having very active conversations with their physicians about quitting, who have likely tried multiple modalities in the past," said Jaime Xinos, Achieve's Chief Commercial Officer. The company specifically targets patients who have been unsuccessful with varenicline, the generic version of Pfizer's Chantix.
Addressing Significant Market Need
The drug enters a market with substantial unmet medical need. Nearly 12% of Americans still smoke cigarettes, representing approximately 29 million people according to 2022 CDC statistics. An additional 17 million people vape. Despite 67.7% of smokers expressing desire to quit and 53.3% attempting to quit in the previous year, less than 1% of smokers succeed in quitting annually.
Currently, only two FDA-authorized medications exist to help people quit smoking, with varenicline being the more effective option despite its side effects. Smoking remains the leading cause of preventable death nationwide, responsible for more than half a million deaths annually according to Health & Human Services.
Strategic Marketing Approach
Achieve has partnered with Omnicom for three years to develop brand strategy and positioning. The marketing approach focuses on providing hope to frustrated patients who view previous quit attempts as personal failures.
"We're giving them hope, so I think you'll see that come through in our campaigns. It's not just because there's another medicine. It's another reason to try again and to build the confidence that this time, you will be successful," Xinos explained.
Michael Collins, president of health & wellness for the Omnicom Advertising Collective, noted that awareness campaigns will likely focus on innovation in the cessation space rather than educating about smoking's health risks, which are already well-established among healthcare professionals.
Research Foundation
Omnicom's research participation in clinical trials helped demonstrate that cytisinicline reduces key concerns for patients, specifically addressing cravings and withdrawal symptoms that are primary reasons for smoking cessation failure. This research informed the drug's positioning as a more tolerable alternative to existing treatments.
