The text starts here.

Marketing

The Eisai Group has adopted a new global business matrix structure consisting of two global business units (the Eisai Global Oncology Business Unit and the Eisai Global Neurology Business Unit) and four regions (Japan, the Americas, Asia, EMEA), in order to maximize value for patients through our global brand strategy.

With the synergy between the global brand strategy and the local marketing strengths of each region created by this structure, the Group aims to achieve further growth in its next generation of global brands while increasing the number of countries where these brands are marketed, in order to maximize our contribution to patients.

Japan: Eisai Japan

In Japan, Eisai's prescription pharmaceuticals, in vitro diagnostics and generic drugs businesses conduct activities in close cooperation under the Eisai Japan umbrella to address diverse medical needs at every stage from prevention through to diagnosis, treatment, and care. All three businesses provide up-to-date medical information and therapeutic drugs while also focusing on disease education and support for various regional healthcare and nursing partnerships. These activities ensure patient satisfaction through innovative, value-added product creation and supply, including “community-building” initiatives that promote disease awareness so that patients are able to live safer and more comfortable lives with the support of their local community.

*Prescription Pharmaceuticals (Eisai Japan)

Eisai Japan's prescription pharmaceuticals business is responsible for Eisai drugs prescribed by physicians at hospitals and clinics across Japan. Its operations are focused on the expansion of effective and efficient promotional activities in key therapeutic areas such as neurology, gastroenterology, oncology, musculoskeletal diseases, and vascular and immunological reaction, with a special emphasis placed on key products such as Aricept®, which is the first anti-Alzheimer's agent to have been approved in Japan; Pariet®, a proton-pump inhibitor widely used in the treatment of gastric ulcers and gastroesophageal reflux disease (GERD); and Halaven®, a novel anticancer agent developed in-house and indicated for the treatment of recurrent and metastatic breast cancer.

We believe that Eisai Japan's prescription pharmaceuticals business performs an important role in contributing to healthcare by providing healthcare professionals with highly reliable product information backed by the latest scientific evidence (clinical data) and ensuring that a stable supply of high-quality products is delivered to medical and medical-related institutions. To this end, we strive to provide up-to-date information on the appropriate use of our products while also gathering information on rapid advances in diagnostic treatment and the latest medical developments, all while thoroughly evaluating our activities for operational efficiency.

With an increasing number of medical institutions separating their functions and promoting collaboration in recent years, the current healthcare environment demands higher-quality, timely information-sharing activities that are more content-intensive in the information they provide. To accurately reflect this change in today's market, Eisai Japan has established a dual-unit system comprising an Integrated Community hhc Unit, which focuses on diseases like dementia and rheumatism that are often of particular concern to local medical communities, and an Oncology hhc Unit, which focuses on concerns about diagnosis held by patients with cancer who require treatment at crucial, life-threatening stages as well as partnerships in oncological therapy. Together, these two units aim to provide a more detailed response to patients' concerns and prevalent attitudes toward diagnosis. Furthermore, we have also established a Hospital Marketing Department and a Pharmacy Marketing Department to appropriately respond to Japan's constantly evolving medical distribution networks.

Meanwhile, strengthening the skills and knowledge of our MRs (medical representatives), whose information provision activities are conducted at Japan's medical frontline, is essential and we provide thorough education and training programs in this regard. Eisai Japan's MRs not only distribute information on pharmaceutical products but are also deliver patient satisfaction by providing information on diseases to patients, their families, and caregivers via a range of disease education and awareness activities.

Aricept Photo

Aricept®

Pariet Photo

Pariet®

*Generic Drugs (Eisai Japan)

Through Elmed Eisai Co., Ltd., a wholly owned subsidiary established in 1996, we are expanding our generic drugs business under the motto of developing “value-added generic drugs” that are accessibly priced and easy for patients to administer. Elmed Eisai works in close cooperation with MRs from Eisai Japan's prescription pharmaceuticals business to provide medical professionals with detailed product information as well as ensure the stable supply of high-quality generic drugs. As a member of the Eisai Group, which is strives to be a “human health care (hhc) company,” Elmed Eisai contributes to patients' lives through its supply of high-quality generic drugs.

*Diagnostics (Eisai Japan)

Eisai Japan's diagnostics business is operated by its wholly owned subsidiary, EIDIA Co., Ltd.. By delivering a range of medical-related information and products, EIDIA seeks to contribute to early diagnosis, early treatment, and monitoring of drug efficacy. It operates under a comprehensive management structure that comprises R&D, manufacturing, and marketing functions through its agreement with Eisai Japan so as to provide highly value-added information and superior product quality to patients and their families nationwide.

*Consumer Healthcare Business (Japan only)

Chocola BB Plus Photo

Chocola BB® Plus Tablets (Third-class OTC drug)

New Selbelle Photo

(left) New Selbelle® Tablets (Second-class OTC drug)
(right) New Selbelle® Fine Granules (Second-class OTC drug)

Nabolin Photo

Nabolin® S Tablets (Third-class OTC drug)

Crystal Veil Photo

(left) Crystal Veil® (Miscellaneous goods)
(right) Crystal Veil® Cool (Miscellaneous goods)

Our Consumer Healthcare Business is responsible for over-the-counter (OTC) drugs available through pharmacists and drugstores as well as Quasi-drugs, Foods with Nutrient Function Claims, Miscellaneous Goods and other convenience store–sold products designed to improve the health and well-being of consumers.

Eisai's mainstay consumer healthcare products include household names such as the Chocola BB® series, a range of vitamin drinks and tablets to support beauty and wellness, the Selbelle® series, which offers relief from various forms of stomach discomfort, the Nabolin® series, for the alleviation of severe stiffness of the shoulders and eye fatigue, and Crystal Veil®, for protection against viruses and pollen. Other OTC products include the Saclon® series, which offers refreshing relief of upset stomachs, and the Travelmin® series, for the relief of motion sickness. Furthermore, in an effort to address a wide range of customer needs and provide an ever-greater number of consumers with products to improve their health and well-being, the Consumer Healthcare Business has branched out to also provide Foods with Nutrient Function Claims, including the carbonated vitamin drink Chocola BB® Sparkling, Juvela Zeitaku Polyphenol (available via mail order), and the Bi Chocola series, which was created to respond to the beauty needs of women.

Our Consumer Healthcare Business is the one business that allows us to get up-close and personal with consumers. We always make certain that we listen to the feedback provided to us by customers, pharmacists, and drugstore employees alike and utilize this information to ensure the development and improvement of high-quality products that benefit patients and enhance their quality of life.

Chocola BB Sparkling Photo

Chocola BB® Sparkling (Food with Nutrient Function Claims [Niacin])

Bi Chocola Collagen (Food with Nutrient Function Claims [Vitamin C, Vitamin B6])

Bi Chocola Collagen Gelée (Food with Nutrient Function Claims [Niacin])

Back to Top

Americas

The Americas business is headquartered in the U.S., from which it oversees the Group's marketing subsidiaries in the strategic markets of Mexico and Brazil in Central and South America as well as Canada.

In the United States, our organizational structure focuses on oncology and diseases of the central nervous system, marketing oncology products such as the anticancer agent Halaven® and the acute chemotherapy-induced nausea and vomiting preventive agent Aloxi®, and neurology products such as the in-house discovered AMPA receptor antagonist Fycompa® launched in January 2014 and the antiepileptic agent BANZEL® for the treatment of Lennox-Gastaut syndrome. Furthermore, the Group continues to actively promote its antiobesity prescription drug BELVIQ® for adult patients, launched in June 2013.

In Canada, the Group markets Halaven®, launched in June 2013, as well as Fycompa® and BANZEL® which were launched in July 2013.

In addition, the Group received marketing approval in Brazil for Halaven in May 2013, and has submitted applications for the approval of Fycompa and BELVIQ. The Group is currently applying for marketing approval of Halaven, BELVIQ and Fycompa in Mexico.

Through these new product families and our continued expansion into new markets in the Americas region, the Group aims to further increase our contributions to patients.

Back to Top

Asia

The Asia region covers markets in East Asia (China, South Korea, Taiwan and Hong Kong), Southeast Asia (Singapore, Indonesia, Malaysia, Thailand, the Philippines, Vietnam, Myanmar, Cambodia, Laos and Brunei) and South Asia (India, Pakistan and Sri Lanka). Our Asia business operations in particular enhance our competitive edge through synergies created based on knowledge sharing among Eisai Group personnel in each country and territory.

The Group continues to increase the number of countries in which their new products such as the anticancer agent Halaven® and the antiepileptic agent Fycompa® have been approved, and plans to launch these products in Hong Kong, Taiwan, Singapore, Thailand and the Philippines in the near future. Positioning diseases of the central nervous system (such as Alzheimer's disease and epilepsy), oncology, and diseases of the digestive system and liver as key therapeutic areas, we market a wide range of prescription pharmaceuticals under the Eisai brand as well as branded generics for related diseases and over-the-counter drugs to ensure increased access to our products, particularly for the rapidly growing middle-income populations of emerging countries.

At the same time, the Eisai Group remains committed to strengthening its business foundation through public-private partnerships (PPPs) to raise disease awareness and establishing alliances with local partners. We also implement an affordable pricing strategy via patient assistance programs that duly consider the social, economic and healthcare environments of each country. In addition, a tiered pricing model in which the cost burden to patients is differentiated according to income level, with costs ranging from full payment by the patient to free of charge, was introduced at launch for the sales of Halaven® in India in October 2013. Through these efforts, we aim to further contribute to improving patient access to medicines.

Back to Top

EMEA (Europe, Middle East and Africa)

Headquartered in the United Kingdom, our EMEA regional operations are based at the European Knowledge Centre in Hatfield, Hertfordshire, where the Group's production, drug discovery, clinical research and marketing functions are integrated into a single site. This center serves as a significant hub from which to expand into pharmaceuticals markets throughout Europe, the Middle East and Africa as well as in Russia and Oceania.

The Group's pharmaceutical sales subsidiaries in this region are located in the United Kingdom, Germany, France, Italy, Spain, the Netherlands, Austria, Switzerland, Sweden, Portugal, Belgium, Russia and Australia. Each of these subsidiaries serves as a base in itself for business expansion and as a network they enable us to market high-quality products throughout 40 countries in this region alone (including local distributors, as of June 2014). In addition, the Group is promoting active investment in strategic markets (Russia, Australia and the Middle East).

The U.K. regional headquarters that oversees these diverse markets is structured to optimize resources and drive growth in the region under an organizational framework comprising two business units: oncology and institutional care, and epilepsy. In Europe, our business is focused on the anti–breast cancer agent Halaven® and our epilepsy franchise, which includes antiepileptic agents Zonegran® and Zebinix® (Exalief® in Russia) as treatments for partial-onset seizures and Inovelon® for patients with Lennox-Gastaut syndrome. Furthermore, Fycompa®, a first-in-class antiepileptic agent (AMPA receptor antagonist) has been launched in 13 countries within the EMEA region, and through subsequent launches in other countries and expanding our portfolio of epilepsy products, we aim to further contribute to increasing the benefits provided to patients and their families.

In Russia, the Group launched Halaven® in September 2013 and Zonegran® in April 2014, and also plans to launch Fycompa®, Exalief® and Inovelon®.

Back to Top

Related Links