Viatris Korea, a major player in Korea’s chronic cardiovascular disease market, is charting a new growth path through internal restructuring and strategic leadership under Country Manager Bill Schuster.

Formed in November 2020 through the global merger of Pfizer’s Upjohn division and Mylan, Viatris Korea has established a solid presence in the local pharmaceutical landscape with a portfolio of original brands in cardiovascular and pain management.

Its leading products include:
• Lipitor (atorvastatin) for dyslipidemia
• Norvasc (amlodipine) and Caduet (atorvastatin + amlodipine) for hypertension
• Lyrica (pregabalin) for neuropathic pain
• Celebrex (celecoxib), a non-steroidal anti-inflammatory drug (NSAID)
• Neurontin (gabapentin) for epilepsy

These medications consistently rank first or second in their therapeutic categories. Backed by this portfolio, Viatris Korea ranks 7th among multinational pharmaceutical companies in the country by revenue (IQVIA) and has maintained a 2% CAGR from 2020 to 2024.

To accelerate local growth, Bill Schuster—formerly head of Viatris Japan’s branded business—was appointed Country Manager of Viatris Korea in 2023. With over 30 years of experience across Asia, the Americas, and Europe, the Ireland native brings a global perspective to the Korean business.

To mark his second year in the role, Hit News interviewed Schuster about his leadership, organizational strategy, and vision for the future.

"It’s already been two years since I arrived in Korea, and I’ve come to appreciate its cultural parallels with Ireland—community values, emotional expression, and strong historical identities. Korea has become a second home for my family.

In my first year, I focused on cultivating a strong organizational culture rather than short-term performance. Viatris Korea was already achieving solid results, but I believed long-term growth required a culture of ownership and engagement. We formed task forces led by junior and mid-level managers to identify core values, held roundtables, and created a shared vision employees could rally around.

The second year brought challenges—market access limitations due to policy disputes and political uncertainty tested our resilience. In response, we launched a major transformation of our go-to-market (GTM) strategy. We streamlined operations by dividing responsibilities: Viatris now handles hospital channels, while partners such as Jeil Pharmaceutical (cardiovascular) and SK Chemicals (pain management) focus on clinics.

We also expanded our hospital teams, implemented Key Account Management (KAM) for major hospitals and distributors, and introduced a Sales Account Management (SAM) model for mid-sized and smaller hospitals. This allowed for more targeted, field-driven engagements."

"Two core elements sustain our leadership. First is our product portfolio—Lipitor, Norvasc, Lyrica, and Celebrex have over two decades of stable supply, backed by clinical evidence and trust among doctors and patients.

Second is our people. Our teams are more than sales reps—they understand chronic disease and are driven by a sense of mission. We deliver clinical value at the point of care.

We’re also committed to broader healthcare engagement:

· P2P (Pharmacist to Patients) campaign with the Korean Pharmaceutical Association

· Joint chronic disease education with the National Health Insurance Service

· Awareness programs targeting hypertension and dyslipidemia in younger populations

· The ‘Red Campaign’ for neuropathic pain

· A smart care contest for tuberculosis in partnership with STOP-TB Korea

These initiatives reflect our long-term commitment to holistic disease management."

"We view Lipitor as part of a broader strategic portfolio, not just a standalone product. Lipitor Plus (atorvastatin + ezetimibe), co-marketed with Jeil Pharmaceutical, is an extension of the Lipitor brand.

It uses the original Lipitor API, enhancing clinical confidence and aligning with evolving prescription preferences. With more than 25 years of data and physician trust, Lipitor Plus has strong momentum.

By balancing monotherapy and combination therapy offerings, we will continue to lead the Korean statin market based on scientific credibility and portfolio synergy."

"Our future strategy centers on three pillars.

1. Core Growth: We’ll deepen our chronic disease and pain management businesses, responding to Korea’s aging demographic by increasing disease awareness and access to care.

2. Digital Transformation: We are advancing AI-driven efficiencies and personalized customer engagement to align with Korea’s digital healthcare evolution.

3. Pipeline Expansion: We're building capacity to introduce Viatris' global assets into Korea. This includes bridging studies, regulatory planning, and market access readiness. Several Phase 3 candidates are under review, and we’re preparing to enter new therapeutic areas.

To support these ambitions, we’ll continue evolving our internal capabilities and talent systems.

Ultimately, our goal is to ensure consistent access to high-quality medicines in Korea. We are committed to leading with flexibility, agility, and a focus on sustainable impact."