Co-promotion deals between multinational drugmakers with branded medicines and South Korean companies with local sales networks are continuing, as partners combine strengths to speed market penetration and lift revenue.
Industry officials said March 27 that co-promotion has long been used in South Korea’s pharmaceutical sector. Multinationals gain access to the domestic market, while local firms broaden their presence in specific therapeutic areas by selling established products.
Huons said it entered the vaccine business after signing a domestic distribution and co-promotion agreement on March 25 with global drugmaker Sanofi for injectable vaccines. Starting next month, Huons will handle distribution and marketing for five vaccines, including the influenza vaccine Vaxigrip.
The company plans to leverage its injectable-drug sales force and cold-chain capabilities, drawing on refrigerated distribution experience built through products such as the vitamin C injection Merit C and the immune-boosting adjunct injection Hudaxin. It recently set up a dedicated Vaccine Business Division to run the effort.
Bukwang Pharmaceutical is also expanding, teaming with Servier to strengthen its cardiovascular portfolio. Under a strategic co-sales agreement covering seven products, including treatments for hypertension and angina, Servier will cover general hospitals and other facilities with 300 beds or more. The two companies will jointly cover medical institutions with 100 to 299 beds, while Bukwang will lead sales and marketing for facilities with fewer than 100 beds.
Bukwang, which has focused on gastroenterology and endocrinology, has been widening its prescription-drug lineup, including by acquiring Korea Union Pharmaceutical earlier this year for its chronic-disease products. The Servier partnership is seen as part of that push into cardiovascular care.
Hanmi Pharmaceutical has sought to deepen share in areas where it already has a strong sales base. Earlier this year, it signed a co-promotion deal with Ferring Pharmaceuticals Korea for the nocturia and enuresis treatments Minirin and Nocdurna. It also agreed with Handok Teva to distribute and sell Ajovy, a preventive migraine treatment, expanding into the neurology field.
Co-promotion is valued for enabling faster sales growth and more efficient market access. But if sales fall short or profitability weakens, contract terms may be adjusted, leaving local companies with the task of turning near-term gains into stronger in-house competitiveness.
* This article has been translated by AI.
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