LG Chem Holds University Student Marketing Competition for Diabetes Drug 'Gemiglo'

[Asia Economy Reporter Chunhee Lee] LG Chem held a session to gather opinions from university students to expand new marketing strategies for its diabetes treatment 'Gemiglo'.

On the 17th, LG Chem announced that it conducted a presentation and awards ceremony for customer-centric marketing strategy development with the Pharmaceutical Marketing Strategy Society (PPL) of pharmacy students in the Seoul metropolitan area to foster the No. 1 domestic business for the Gemiglo product line.

LG Chem organized this project to enable university students from the MZ generation (Millennials + Generation Z) to develop new marketing strategies from the customer's perspective, while allowing graduating PPL pharmacy students to gain practical experience in prescription drug marketing.

During the month-long project starting from the 19th of last month, LG Chem shared its know-how on prescription drug branding and marketing planning with the students. Based on this, the students proposed ▲ customer analysis of the diabetes market ▲ marketing strategies for Gemiglo that can sustain growth over the next 10 years.

The final presentation was conducted as a competitive presentation among three teams. The judging panel comprehensively evaluated connectivity with customers and feasibility of on-site application to select the grand prize team.

The grand prize went to the team named ‘Gemiglo, Afterglo, Everglo’. This team attracted the judges' attention by proposing unique selling points of Gemiglo based on thorough customer analysis, including conducting surveys targeting medical professionals, and planning customer experience enhancement promotions incorporating fun elements.

They emphasized that when prescribing combination-form diabetes drugs, medical professionals prioritize abundant clinical data and ease of administration, and highlighted that the Gemiglo product line is the only diabetes medication that combines kidney protection (improvement of albuminuria) effects with the advantage of once-daily dosing.

They also proposed customer experience enhancement promotions distinguishing customers as medical professionals and patients. For medical professionals, they suggested creating a non-face-to-face conference space on a metaverse platform where peer doctors can comfortably share their experiences using Gemiglo, and for patients, they proposed a campaign to expand the Gemiglo brand experience through low-sugar diet cooking classes.

The other two teams focused on diabetes complications as the key keyword for the doctor-patient interface, concentrating on the advantages of Gemiglo as a diabetes drug optimized for managing comorbidities. LG Chem plans to award prize money to all participating teams.

An LG Chem official stated, “We will do our best to become a business partner that continuously provides practical value to customers,” and added, “We will secure the No. 1 position in the diabetes market through customer-centric marketing strategies.”

This content was produced with the assistance of AI translation services.