Celltrion

Celltrion has established a strong global direct sales network through its 36 overseas subsidiaries worldwide. At the heart of Celltrion’s global direct sales network is the Europe Division of the Global Sales Business Group. In 2025, the division secured a remarkable 70% market share for Celltrion’s infliximab franchise in Europe, reinforcing its market leadership. Discover insights from Tae-hoon Ha, head of Celltrion’s Europe Division, on the dynamic European work environment and the professional expertise required for global sales.

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As of January 2025, Celltrion is reshaping the global biopharmaceutical market through its 36 overseas subsidiaries worldwide. At the center of this effort is the Europe Division, which plays a leading role in the company’s global sales operations. Since establishing a direct sales network in Türkiye in 2017, the division has successfully expanded direct commercialization across Europe for Celltrion’s entire product portfolio, solidifying its position as a market leader.

We spoke with Tae-hoon Ha, head of Europe Division, who is leading the company’s growth in the European market, about the challenging yet rewarding work environment in Europe and the experiences and expertise that aspiring candidates would be eager to learn about.

Q.  Which specific regions does the Europe Division oversee?

When referring to the Europe Division, I use the term “EMEA,” which encompasses Europe, the Middle East, and Africa.

As implied by the term “EMEA,” our division operates a total of 20 subsidiaries across a broad region spanning Europe, the Middle East, Africa, and Central Asia.

Q.  What was the biggest challenge when you first entered the European market?

In the early days, low brand awareness was one of our biggest challenges. However, following the establishment of our direct sales network, Celltrion gradually began gaining recognition among both the general public and healthcare professionals.

Today, among more than ten biosimilar companies active in the European market, we are recognized as one of the industry’s most trusted pharmaceutical companies. As the head of Europe Division, I feel immense pride when specialists in autoimmune diseases place their trust in Celltrion.

Q.  What is Celltrion’s differentiated strategy for strengthening its presence in the European market?

Our competitive edge lies in our deep understanding of each country’s unique pricing system and our ability to execute tailored strategies accordingly. For instance, a pricing approval process that takes one month in Germany might take six months in France and up to nine months in Italy.

One of our core strengths in the European market is our ability to structure pricing negotiation terms and establish product launch strategies that take these timing differences into account.

▲  Celltrion’s Infliximab (IV/SC) Market Share in Europe

Thanks to these strategies, as of Q4 2025, Celltrion’s Remsima (infliximab) franchise continued to secure leading market shares across the Big 5 European markets, including 83% in the UK, 82% in France, and 80% in Italy. Across the European market, we continue to maintain a dominant 70% market share.

Q.  What are the primary responsibilities of the Europe Division in global sales? 

Our organization is broadly divided into headquarters support teams and local country teams:

• Europe Marketing Team: This team develops and executes pan-European marketing strategies, maximizing brand awareness and market presence through promotional activities.
• Europe Business Alliance Team: Serving as a central hub, this team oversees regional commercialization efforts with partner companies, driving revenue and business growth through close collaboration.
• Europe Medical Affairs Team: This team leads pan-European medical affairs initiatives and supports the medical functions within subsidiaries to build a strong foundation for field sales.
• Europe RHQ (Regional Headquarters): These teams consist of 19 Korean expatriates who align local operations with headquarters’ strategies, along with more than 440 locally hired employees who carry out market-specific sales activities across the region.

Q.  How do expatriates and local employees collaborate in Europe?

▲  (From left) Division Head Taehoon Ha, Dr. Salim (Celltrion France), Team Leader Changin Lee, Manager Hwajeong Kim, Dr. Ana (Celltrion Spain), Dr. Jeon-Noël (Celltrion Switzerland)

They work closely by leveraging their respective expertise. Expatriates set mid- and long-term visions by balancing global strategies with the unique dynamics of the European market, while acting as a bridge between headquarters and local subsidiaries to align strategic direction. Meanwhile, locally hired employees are on the front lines, driving pharmaceutical sales while navigating local market environments and business cultures.

Q.  We heard that the retention rate among locally hired employees in Europe is exceptionally high.

Yes, our turnover rate is significantly lower than that of many other companies in Europe. The secret lies in "communication and respect for diversity." Our expatriates possess a deep understanding of local cultures and respect the diversity of the workforce, allowing them to present balanced goals that resonate with both headquarters and locally hired employees. The trust built through these efforts has become a key driving force behind the outstanding performance of our global sales organization.

Q.  What are the future plans for the Europe Division, and do you have a message for prospective talent?

Following the launch of five products over the past two years, our division has been working tirelessly to further strengthen Celltrion’s leadership in the market.

▲ iQone building in Switzerland

Furthermore, starting with the acquisition of the Swiss pharmaceutical distributor iQone in 2024, we are developing new mid- to long-term growth strategies aimed at accelerating time-to-market. We plan to pursue even more aggressive sales and marketing strategies by leveraging our strengthened distribution network and sales infrastructure across the European retail market.

Celltrion’s success is the result of the collective efforts of all departments—including R&D, production, HR, and finance. As a pioneer in Korea’s biotech industry, we look forward to receiving applications from passionate individuals ready to embrace Celltrion’s unique approach to success.