South Korean pharmaceutical company Celltrion has embarked on an unprecedented marketing strategy in Europe, securing approval to market its rituximab biosimilar under four distinct brand names, marking a significant shift in biosimilar commercialization approaches.
The rituximab biosimilar, which references Roche's MabThera, is currently available in Germany as Truxima. The European regulators have now approved three additional brand names - Tuxella, Ritemvia, and Blitzima - for the same product, creating a unique multi-brand presence in the European market.
Strategic Market Positioning
This distinctive approach builds upon Celltrion's previous successful strategy with their infliximab biosimilar. In that case, the company utilized a dual-brand strategy, marketing the product as Remsima while partnering with Hospira to sell it as Inflectra. This approach proved highly effective, particularly in Nordic markets, where the competitive dynamics drove prices down to 70% below the original branded Remicade from MSD.
Differentiated Marketing Authorizations
The multiple brands carry subtle but strategic differences in their marketing authorizations. Notably, Ritemvia's approval includes the chronic lymphocytic leukemia indication, while Blitzima and Tuxella do not carry this indication, allowing for targeted market segmentation.
Commercial Partnerships and Distribution
Celltrion Healthcare, the company's EU affiliate, has already engaged with numerous pharmaceutical marketing executives from companies including Mundipharma, Biogaran, and Kern. These discussions have centered on distribution agreements for both the rituximab biosimilar and their trastuzumab biosimilar (referencing Roche's Herceptin).
Market Impact and Competition
The timing of this strategy is particularly significant as Sandoz recently received CHMP backing for its own rituximab biosimilar, indicating imminent market competition. Celltrion's multi-brand approach appears designed to establish a strong market position ahead of competing biosimilar launches.
Future Implications
This innovative marketing strategy could set a new precedent in the biosimilar market. Celltrion has indicated plans to implement similar branding strategies as they prepare to compete with Amgen and Biocon's Herceptin biosimilar, which is currently under European regulatory review.
