Achieve Life Sciences Partners with Omnicom for Cytisinicline Launch

Achieve Life Sciences has announced a strategic partnership with Omnicom to support the launch of its novel nicotine dependence treatment, cytisinicline. This collaboration marks a significant step in Achieve's journey to bring the first new smoking cessation drug to market since Pfizer's Chantix in 2006.

Innovative Launch Strategy

Achieve is taking an unconventional approach to the launch of cytisinicline, recognizing the unique challenges faced by emerging biopharma companies. Jaime Xinos, Chief Commercial Officer at Achieve, emphasized the need for a tailored strategy: "We're designing a launch platform that's purpose-built for a company bringing its first product to market in today's environment. It leverages data-driven insights to guide decisions and deploy resources with precision, agility and efficiency."

The company has enlisted Credera, an Omnicom consulting firm, to develop a cutting-edge platform that will utilize generative AI, predictive analytics, and social listening to enhance targeting and personalization efforts. This tech-forward approach aims to optimize the launch process and maximize the drug's market potential.

Multi-Agency Collaboration

Omnicom is leveraging its extensive network of agencies to provide comprehensive support for the cytisinicline launch. The collaboration includes:

• Goodby, Silverstein & Partners for brand development
• DDB Health for medical education
• Ketchum Health for strategic public relations and communications

This multi-faceted approach ensures that Achieve has access to a wide range of expertise crucial for a successful product rollout.

Market Positioning and Launch Timeline

Achieve CEO Richard Stewart outlined the company's launch plans at a recent Jefferies event. The biotech is targeting a market introduction towards the end of 2026, strategically aligning with New Year's resolutions to quit smoking at the start of 2027. Stewart emphasized a targeted, predominantly digital launch focused on primary care physicians and patients.

With Pfizer's Chantix (varenicline) now off-patent and no longer actively promoted, Achieve sees an opportunity to become "the single voice out there promoting smoking cessation." The company believes that limited medical education will suffice, given the widespread awareness of smoking dangers and the strong desire among smokers to quit.

As Achieve Life Sciences prepares for the potential FDA approval of cytisinicline, this partnership with Omnicom positions the company to make a significant impact in the smoking cessation market. The innovative launch strategy and multi-agency support could set a new standard for emerging biopharma companies bringing their first products to market.