SK Life Science launches 1st US TV campaign to boost awareness of epilepsy drug cenobamate

SK Life Science, the U.S. subsidiary of Korea-based SK biopharmaceuticals, has launched its first national direct-to-consumer (DTC) television advertising campaign for Xcopri (ingredient: cenobamate), its anti-seizure medication for adults with epilepsy.

The campaign began airing on Monday across multiple platforms, including streaming TV and social media, aiming to raise awareness and drive new prescriptions in the U.S. market.

The campaign, titled Road to Seizure Reduction, tells the story of a young man living with epilepsy and his father embarking on a road trip -- an allegorical journey that represents overcoming fear of new treatment options and initiating therapy with cenobamate.

The narrative seeks to highlight the potential for seizure reduction even in patients who have suffered from epilepsy for over two decades.

The U.S. remains one of the few countries that allows direct pharmaceutical advertising to consumers.

According to SK Life Science, pre-launch market research showed that more than half of patients exposed to the ad expressed interest in discussing cenobamate with their physicians, with a majority of healthcare providers also indicating a willingness to prescribe the drug if requested.

“This campaign is more than just brand exposure,” SK Life Science Marketing Executive Director Chris Fanale said. “It authentically reflects the daily challenges faced by patients and caregivers, and aims to empower those who have struggled with seizures to engage with healthcare providers about new treatment options.”

SK Life Science emphasized that the campaign comes at a strategically opportune time as the U.S. epilepsy market undergoes shifts following the expiry of patents for certain competing drugs. By leveraging digital-first channels and targeting high-engagement platforms, the company hopes to solidify its market position.

SK biopharmaceuticals CEO Lee Dong-hoon also said that the DTC initiative is a pivotal move to strengthen Xcopri’s presence in the U.S. market and accelerate business growth.

“We expect this campaign to be a turning point in expanding market share and increasing sales in the U.S.,” he said.

The full video is available on the official Xcopri YouTube channel.