Celltrion’s Global Direct Sales: Tailored Strategies in 110 Countries

Korean pharmaceutical companies, led by industry giants like Celltrion, are accelerating their global expansion, aiming to overcome domestic market limitations and establish strongholds in major markets such as the U.S., Europe, and China. According to the Korea Health Industry Development Institute, pharmaceutical exports reached $4.464 billion in the first half of 2024, with biopharmaceuticals driving growth, comprising 60% of the total and marking a 31.2% increase year-over-year.

With market entry options split between direct and indirect sales, most companies opt for indirect sales to manage costs and avoid the complexities of direct sales, such as setting up local operations and navigating healthcare systems. However, Celltrion has steadily expanded its direct sales network since 2010, positioning itself uniquely in the global biosimilar sector.

As of mid-2024, Celltrion operates 37 international subsidiaries across Europe, Asia, North America, Latin America, and Oceania. The recent addition of subsidiaries in Switzerland, Spain, Portugal, and Sweden underscores the company's commitment to localized sales approaches across over 110 countries. Celltrion's strategic focus on Europe, where it has transitioned core products like Remsima, Truxima, and Herzuma to direct sales, has solidified its presence, especially in key markets such as the UK, Germany, and France.

The transition to direct sales has resulted in Celltrion’s products achieving significant market share in Europe. Flagship products Remsima, Truxima, and Herzuma hold leading prescription positions in Europe’s top five markets, with Remsima SC capturing a 21% share by Q1 2024 after starting with just 4% in 2021.

Dong-sik Kim, Head of Celltrion’s France and UK operations, emphasized Celltrion’s growing influence in Europe, noting, “With a strong portfolio of autoimmune and oncology treatments, we have established ourselves as biopharmaceutical leaders, trusted by healthcare providers and patients alike.”

In Latin America, Celltrion has similarly succeeded through direct sales. Remsima won Brazilian government contracts for three years running, while Herzuma has led the trastuzumab market in Brazil with a market share exceeding 50%. Kyung-doo Kang, Head of Latin American operations, shared that customized strategies developed from local market insights are key to the company’s regional success.

Celltrion’s direct sales approach reduces distribution chain complexities, allowing for flexible pricing that benefits healthcare providers and patients. By handling production, approval, and sales directly, the company maximizes control over product quality and pricing, making biosimilars more affordable than original brands.

Direct sales, while advantageous, require substantial investments and local market expertise. Celltrion acknowledges the trade-offs, carefully evaluating market-specific conditions before choosing between direct and indirect sales. “In most markets, direct sales yield the best results,” a company representative shared, noting ongoing expansion into new territories.

Establishing direct sales was not without challenges for Celltrion. Since initially launching Remsima in Europe through partners in 2013, the company transitioned to direct sales in 2020, building an independent distribution network to support sustainable growth. This direct approach, led by local teams, has helped Celltrion dominate the biosimilar market in Europe.

With around 80% of its international staff as local hires, Celltrion's direct sales strategy demonstrates its adaptability and focus on meeting market-specific needs. Going forward, the company plans to expand its direct sales portfolio to include novel biologics, adding further depth to its global footprint.