Crenor
Patient-Centric Pharmaceutical Marketing Strategies

A recent study into the Korean pharmaceutical market indicates that the sector is poised to experience a compound annual growth rate (CAGR) of 2.5 percent by 2026. This positive trajectory in market valuation can be attributed to the increase in demand for pharmaceuticals required to treat cardiovascular and respiratory diseases in South Korea’s aging and middle-aged population. In contrast, pharmaceutical companies often prioritize reaching the market through physicians and doctors, emphasizing the significance of patient education and management.

However, there is a notable exception in the form of Crenor, an integrated pharmaceutical marketing solutions provider that has effectively assisted pharma companies in attaining visibility in South Korea. The company amalgamates multiple marketing elements, including creative components, patient education, and management. It designs webinars and online broadcasting videos that foster relationships between patients and their caretakers, guaranteeing optimal treatment and care in hospital settings.

“We believe that pharmaceutical marketing should strategically deliver messages and use integrated marketing to increase brand value,” says Juhe Song, CEO at Crenor.

Crenor has made considerable investments in establishing a credible creative marketing system by recruiting specialists and conducting project trials. The firm has assembled a diverse team of experts with expertise in heightening the visibility of pharmaceutical products. Furthermore, Crenor acknowledges that a pharmaceutical company’s marketing department necessitates multiple activities to promote their products to healthcare providers and hospitals.

To that end, Crenor initiates the marketing process by deploying a creative team to generate materials on patient education, disease management, and product information, which are then disseminated to healthcare practitioners or providers.

Notably, while most pharmaceutical companies and medical institutions concentrated on online seminars during the pandemic, Crenor established a framework for users to upload webinars and access other health teleservices.

Moreover, Crenor provides a comprehensive online web service that incorporates various functionalities for live broadcasting. The OTA video platform facilitates the seamless delivery of real-time interpretation services. A premium feature of the platform is an inbuilt translator that permits participants to listen to or read Korean in English and vice versa. Additionally, if a patient or student has a query for the physician or instructor, they can instantly send a message and receive accurate information regarding the disease and drug.

In addition, Crenor operates its own YouTube channel, Healthy Alice, to educate the general public on disease information. The channel has 70,000 subscribers and over 500 videos covering various healthcare areas. The media team is responsible for producing health videos for different academic societies and pharmaceutical companies and providing medication guidance education for pharmacists.

We believe that pharmaceutical marketing should strategically deliver messages and use integrated marketing to increase brand value

Partnerships are crucial for achieving success in the marketplace for clients, and Crenor has effectively engaged in various marketing activities for the successful launch of products for global pharmaceuticals in South Korea. The company’s long-standing collaborations with organizations such as Viatris, Pfizer, Sanofi-Aventis, Handok, Roche, and 3M enhance the value of its solutions and client benefits. Rather than focusing solely on its scope of work, Crenor evaluates the need for a strategy and how it can benefit hospitals and patients. Subsequently, the pharmaceutical marketing services provider and its partners establish key performance indicators (KPIs) and work towards achieving them.

Currently, as hospitals in South Korea prioritize patient-centric medical care and a local doctor system, Crenor is well-positioned to provide essential materials for patient education and management. The firm has grown in stature over the last 25 years, achieving sustained growth over an extended period, attributing its success to its long-term employees who have contributed to a creative culture. Crenor plans to expand its scope to provide end-to-end marketing services, surpassing the mere provision of creative work to meet the marketing needs of pharmaceutical companies.