"Athlete's foot, out!"
Hanmi Pharmaceutical is promoting the athlete's foot treatment Muzonal and the oral rinse Care Gargle Solution during this year's KBO pro baseball season. From behind the catcher, a spot that often appears on game broadcasts, it will roll out phrases such as "Strikeout with Muzonal" and "Attack oral bacteria with Care Gargle." Last year's pro baseball attendance topped 12 million. A Hanmi Pharmaceutical official said, "We can reach baseball spectators and viewers in a familiar way."
Korean pharmaceutical and biotech corporations are targeting sports fandom. They directly host golf tournaments or run billiards teams. Because medicines are closely related to health, the aim is to build a vigorous image through sports.
For pharmaceutical companies focused on prescription drugs, sports marketing is far more effective. Prescription drugs require a doctor's prescription, so sales center on hospitals and pharmacies. Newspaper or TV ads are not allowed. Recently, they have been diversifying into healthcare beyond prescription drugs to include over-the-counter medicines and health supplements, and say that marketing to general consumers is becoming more important.
Celltrion Group will host the Korea Ladies Professional Golf Association (KLPGA) tour event "Celltrion Queens Masters" from the 5th to the 7th in Wonju, Gangwon Province. A field of 120 players will compete for 1.5 billion won in prize money, including a winner's check of 270 million won. Boards promoting Celltrion's ESG (environment, social, governance) will be installed throughout the golf course. A Celltrion official said, "Since 2019, we have held the golf tournament seven times, conveying a challenging and innovative image."
Huons Group also operates the pro billiards team Huons Healthcare Legend and the Huons golf team. The billiards and golf teams formed their rosters for this season and recently held a kickoff ceremony. Huons is known for prescription drugs such as local anesthetics, but it is promoting the corporations through popular sports like billiards and golf. A pharmaceutical industry official explained, "Beyond simple wins and losses, it helps expand the sports base and enhance corporate value."
Some companies sponsor golfers. Chong Kun Dang pharmaceutical's health unit renewed its sponsorship with golfer Jang Yu-bin this year. A six-time winner on the Korea Professional Golfers' Association (KPGA) tour, Jang will wear the Lactofit probiotic and I'mVita vitamin logos and take part in various tournaments and events. Dong-A Pharmaceutical Co. also signed an official sponsorship deal with KPGA Rookie of the Year winner pro Song Min-hyeok and will promote with him for three years starting this year.
A Chong Kun Dang pharmaceutical official said, "We can broaden our touchpoints with Millennials and Gen Z (people born in the 1980s to 2000s), who are trend-sensitive and health-conscious." A pharmaceutical industry official explained, "Pharmaceutical companies can naturally communicate with general consumers through sports, beyond doctors and pharmacists."