How Biocon Biologics is taking on the US biosimilars market

Biocon Biologics is betting big that it can be a top US biosimilars company.

With its $3 billion acquisition of Viatris’ biosimilar portfolio last November now fully integrated, Biocon is readying a more concerted commercial push.

It’s up against some 800-pound gorillas — the established and marketing-savvy Big Pharma biosimilar companies like Amgen, Novartis, Pfizer and Biogen. But Biocon isn’t new to marketing biosimilars in the US, thanks to its 10-year partnership with Viatris. Together, they launched the first biosimilar to Amgen’s Neulasta, Fulphila (pegfilgrastim), in 2018, followed by the first biosimilar rival to Genentech blockbuster Herceptin, called Ogivri (trastuzumab) in 2019.

Biocon Biologics’ CEO and managing director Shreehas Tambe considers its independent status and unique “one of the only fully integrated biosimilar companies” to be an advantage.

“We’re very uniquely placed in that we have the science, which is the R&D and the portfolio and the manufacturing capabilities because we do not outsource that,” he said. “And now we have the commercial capabilities, which really is the big announcement today as we’ve integrated a big part of our business in the US and Canada.”

Its next big swing: Hulio (adalimumab-fkjp), a biosimilar to AbbVie’s monster blockbuster Humira, which Biocon is now marketing in the US. Hulio gained FDA approval in 2020 through a joint effort by Mylan, now Viatris, and Kyowa Kirin, which will continue to license it to Biocon.

Compared to the slate of eight other Humira biosimilars, Hulio has leaned more heavily into marketing. Its “Click, Click, Go” campaign built around the simplicity of Hulio’s injection device also stands out with its bright orange-and-blue color scheme and a friendly lyrical invitation of “Hello Hulio.”

Stephanie Wasco

“From a marketing experience, what we’re trying to do is take a step back and put ourselves in the eyes and experience of a customer,” said Stephanie Wasco, head of communications. “What’s most important to the patient is to make life as easy as possible for them. … You’ll see with the campaign, it’s very upbeat, and we also recognize that our customers and patients are all different ages, demographics and ethnicities and it was important to convey that.”

Meanwhile, Biocon is also lining up a bid for interchangeability status with the FDA for Hulio with Humira. Tambe said the adalimumab study is underway and should be done next year. However, he doesn’t view interchangeability as a significant roadblock, pointing out that interchangeability regulations only exist in the US, while biosimilars in the rest of the world can be switched back and forth by physicians.

“I’m sure the US will catch up,” he added.

Along with specific Hulio marketing efforts, Biocon is working on its other products’ branding along with a broader initiative to highlight the value and importance of biosimilars, Wasco said. While still in early stages, Biocon Biologics will use its websites and social media channels along with thought leaders and speaking engagements to spread that general education.

The company now counts 20 biosimilar assets in its global portfolio across multiple conditions, including oncology, diabetes and immunology. In the US, Biocon Biologics has launched four biosimilars — the previously mentioned Fulphila, Ogivri and Hulio along with Semglee, a biosimilar and interchangeable to Sanofi’s Lantus (insulin glargine).

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