Second quarter business data, released on August 20th by the IMS (International Medical Statistics), an officially recognized organization with the highest level of authority and public trust in the pharmaceutical industry, shows that SK Pharma’s ‘Trast’ product is the new forerunner in the arthritis patch market, beating out Ketotop’ of Pacific Pharm.In both Korea and overseas, it has been rare for a company in second position to take over from the number one company. It is even more exciting, when taking into account the fact that, until now, Pacific’ Ketotop has consistently held 1st place and was honored as ‘the most successful product of the last 10 years’ in the pharmaceutical industry. The significance of the results from IMS cannot be ignored.Past cases of such a reversal in marketing can be noted in the ramen market of the 80’s (Samyang vs. Nongshim) and the beer market of the 90’s (OB vs. Hite).The basis for SK Pharma’s ‘great reversal’ has been in firming up since the end of last year, after the separation of the dispensary and clinic began. As SK Pharma’s marketing activities aimed at hospitals have gone into full swing, the price and distribution policies have brought satisfactory results. With the newly manufactured TV CM creating a sensation among consumers, statistics showing Trast’s predominance in sales were revealed last June in wholesale business circles (sales data of wholesale trade: researched by the Pharmaceutical Newspaper).*Refer to IMS research data dated August 20, 2001