Dongkook Pharmaceutical's 'Chisen' Ranks No.1 in Hemorrhoid Medicine Market Share
[Asia Economy Reporter Choi Dae-yeol] Dongkook Pharmaceutical's oral hemorrhoid medication 'Chisen' achieved the number one market share last year. It was also found to have the highest consumer awareness.
According to consumer health analysis data from IQVIA last year, Chisen's market share in the hemorrhoid medication market was recorded at 46.2%. Sales increased by more than 40% compared to the previous year, exceeding 6 billion KRW. The company explained, "In the past, the hemorrhoid medication market was mainly composed of topical treatments such as ointments and suppositories, with oral medications accounting for only about 26% of the market share in 2017," adding, "Last year, this increased to 60%, indicating that the market landscape has shifted to focus on oral medications."
In a survey conducted by Korea Research last year targeting 1,000 consumers, Chisen's initial awareness was 34.2%, more than 75% higher than a year earlier. Initial awareness refers to a survey method that identifies the first brand that comes to mind for consumers, and along with market share, Chisen ranked first in this area as well.
According to the company, aside from Chisen, no other hemorrhoid medication brand showed initial awareness above 5%. Additionally, those who experienced hemorrhoid symptoms showed relatively higher purchase intention and preference for oral hemorrhoid medications compared to those who did not. The response is favorable not only due to efficacy but also because of ease of administration. Hemorrhoids are a chronic vascular condition, so taking the medication for at least two months is effective.
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A company representative stated, "Although hemorrhoids have a high prevalence due to issues with anal blood vessels, many cases were neglected and left untreated due to the incorrect perception that they are caused by hygiene problems and the sensitivity of the affected area," adding, "We believe that Chisen's active promotion of the 'Understanding Hemorrhoids Campaign' from its initial launch has contributed to changing these misconceptions."
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