EMD Serono Announces Product Marketing Change

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Merck announced that the responsibility for its diabetes and thyroid brands will be shifted back to EMD Serono in Russia, removing the responsibility from its marketing partner, Takeda.


Merck announced on Feb. 2, 2015 the repatriation of all responsibility for its diabetes and thyroid brands in Russia. As of Jan. 1, 2015, all activities for the brands moved from Takeda Pharmaceutical Company, Merck’s marketing partner, back to Merck in Russia. The shift to the “home” origin of the brands is a result of EMD Serono’s, Merck’s biopharmaceutical branch, commercial strategy, which includes expansions in emerging markets.

“Repatriation of our products used in the treatment of diabetes and thyroid disorders is well aligned with our commercial priorities in Emerging Markets, especially in strategic markets like Russia. Where opportunities arise, we will seek to bring marketing and sales activities back ‘in house’ to support business growth and foster further market development through increased diagnosis and access,” said Elcin Ergun, head of global commercial EMD Serono, in a press release.


The transfer will not result in any rebranding of the products, and the same manufacturing and distribution channels will be used. A local marketing and promotions business unit will handle the brands, and an expanded retail sales force has been implemented in Russia. Takeda will continue to market Merck’s cardiovascular car products of the Concor family, and other GM products in Russia, as well as in other countries in the Commonwealth of Independent States of all products in Merck’s portfolio for diabetes, cardiovascular diseases, and thyroid disorders.

Source: EMD Serono