BOSTON, Mass. -- By Lee Han-soo / Korea Biomedical Review correspondent -- SK biopharmaceuticals CEO Lee Dong-hoon highlighted the company’s evolving U.S. sales strategy and physician engagement plans during a luncheon media roundtable held Thursday on the sidelines of the BIO USA 2025 convention.

Lee underscored that SK biopharmaceuticals is the only Korean pharmaceutical company directly selling a novel drug in the U.S. market, referring to its flagship epilepsy treatment, Xcopri (ingredient: cenobamate). The company has transitioned from a focus on building a sales organization to now refining its customer engagement model, with a long-term goal of entering the “1 trillion won ($725.6 million) club” in annual revenue before 2029.

“Our primary customers are patients and physicians,” Lee said. “We are now at a stage where we must understand how to deepen engagement with physicians -- not just to sell, but to shape product life cycle management strategies with real clinical feedback.”

According to Lee, the company has already met with around 30 U.S. physicians this year, with plans to meet over 100 by the end of 2025.

These meetings have played a pivotal role in aligning the company’s R&D and commercial priorities with frontline needs.

“Physicians are key stakeholders,” he said. “Their real-world input, whether it’s about dosing forms, efficacy, or prescribing patterns, informs how we extend indications or explore formulation changes, such as transitioning from oral to IV.”

Lee also emphasized that U.S. sales have reached a turning point, with Xcopri achieving operating profitability since last year.

“We’ve already created a solid sales platform,” he said. “Adding new products will now deliver greater operating leverage.”

The company’s second product for the U.S. market is currently under development and expected to build on Xcopri’s momentum.

In parallel, SK biopharmaceuticals has launched a direct-to-patient advertising campaign in the U.S., leveraging platforms like YouTube and cable TV.

Lee explained that internal research revealed high digital media engagement among epilepsy patients and caregivers, prompting the company to invest in awareness campaigns aimed at improving treatment access and reducing stigma.

“Many epilepsy patients have difficulty maintaining daily life and spend a lot of time online. Advertising helps us reach them where they are,” he said. “Our campaign emphasizing ‘return to daily life’ has already surpassed nine million views.”

SK biopharmaceuticals is also pursuing open innovation strategies to accelerate early-stage research.

“Big pharma companies like AstraZeneca and GSK are now reducing in-house basic research and sourcing innovation externally,” he said. “We are aligning with that trend by collaborating with academic institutions and biotech startups.”

The company’s goal is to expand scientific scope without proportional cost increases, he added.

In response to recent policy risks such as potential U.S. drug pricing reform and trade tariffs under a possible second Trump administration, L

Lee stated that the company has already taken preventive steps. These include securing a Canadian manufacturing site and preparing for future manufacturing in Puerto Rico to mitigate tariff risks while complying with FDA regulations.

Regarding AI-based initiatives, Lee shared ongoing collaborations with Eurofarma on seizure prediction models and with PhnyX Lab to use AI for writing regulatory clinical study reports.

Lee also previewed plans for a global epilepsy patient platform to collect real-world data and support patient communities.

“We’re not doing this to sell more drugs,” he said. “We believe that if you create genuine value for patients, the business impact will follow.”

Lee concluded by reinforcing that building long-term physician relationships and directly incorporating their clinical experience into product strategy is core to the company’s next growth phase.

“Every doctor we meet offers a new lens, and it’s how we will continue to lead in the epilepsy space,” he said.