What is Sales and Marketing Strategy of Hisun Pharmaceutical Company?

In China, Hisun's drug formulation sales network is comprehensive, covering the entire nation and engaging with nearly 10,000 hospitals. This deep penetration is vital in China's dynamic pharmaceutical landscape, which saw a record 84 new pharmaceutical products approved in 2024.

Internationally, Hisun operates a globally integrated network of four manufacturing facilities, supplying finished products to over 60 countries. Its US subsidiary, established in 2009, specifically targets the US market with APIs, generics, specialty, and animal health products.

Hisun's products meet stringent international standards, having passed certifications from regulatory bodies such as the FDA (U.S.), EDQM (EU), TGA (Australia), and KFDA (Korea). This enables their distribution in more than 30 countries worldwide.

The company has strategically evolved from an API manufacturer to a branded generics provider, a transition supported by its past collaboration with Pfizer. This shift has enhanced its commercialization efforts through a robust local and global sales infrastructure.

The company's central message revolves around 'persisting in pharmaceutical innovation for the benefit of human beings' and 'Perseverance in drug innovation, achieving the dream of health and longevity'. This ethos is further embodied in its corporate values, summarized by the acronym HISUN: 'Humane-oriented, innovating, self-motivating, united, natural'.

Hisun differentiates itself through robust R&D capabilities, with annual R&D expenditure exceeding 8% of its revenue. Its portfolio boasts over 40 products certified by major international regulatory bodies, including the FDA, EDQM, and TGA.

The company's commitment to quality and innovation appeals to healthcare providers, hospitals, and distributors who prioritize efficacy and regulatory compliance. Hisun's focus spans multiple therapeutic areas, including anti-infectives, oncology, cardiovascular, and endocrine disorders, positioning it as a comprehensive pharmaceutical enterprise.

While specific brand perception data is limited, Hisun's strategic goal of 'focus, reduction and optimization' and expansion into special medicine and health foods highlight an adaptive brand strategy. The company's efforts to consolidate global resources and maintain high quality underscore its commitment to brand consistency.

A significant marketing effort for Hisun has centered on its cholesterol-lowering product, HS-25. Following positive Phase III trial results in 2018, which demonstrated efficacy in lowering LDL-C with minimal side effects, the company pursued marketing clearance. The sales volume for Sesme, a key product in cholesterol treatment, saw a substantial 31% year-on-year increase in 2024, reflecting successful market adoption.

Hisun maintains a strong market presence in anti-infective and anti-tumor drugs within China, with 20 products each exceeding 100 million yuan in sales. These areas represent ongoing strategic campaigns driven by continuous R&D and market penetration efforts.

Participation in major industry events, such as CPhI and DCAT, serves as a vital marketing and sales channel for Hisun. These platforms facilitate business development and showcase the company's product portfolio and R&D capabilities to a global audience.

The company's recognition in 2020 with the 'Anti COVID-19 Advanced Collective' award from the Ministry of Industry and Information Technology was a significant public relations campaign. This highlighted Hisun's commitment to public health and bolstered its brand image.