Achieve Life Sciences has signed up Omnicom to support the launch of nicotine dependence treatment cytisinicline, positioning the biotech to tap into capabilities at multiple agencies to reach patients and healthcare professionals.

Having generated smoking cessation data in phase 3 trials, Achieve has filed for FDA approval and begun to prepare to launch cytisinicline in the U.S. If approved, cytisinicline will be Achieve’s first commercial product and will become the first new smoking cessation drug on the market since Pfizer launched Chantix in 2006. 

Jaime Xinos, chief commercial officer at Achieve, discussed how those factors are shaping the launch strategy, saying in a statement, “As an emerging biopharma company, we recognize we can’t follow the traditional playbook historically used to launch new medicines.” 

Xinos continued, “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.”

Credera, an Omnicom consulting firm known for its tech capabilities, is working with Achieve to develop the platform. The partners plan to use generative AI, predictive analytics and social listening to enhance targeting and personalization. 

Omnicom is pulling in talent from several of its other agencies to support the launch, too. Goodby, Silverstein & Partners, DDB Health and Ketchum Health are all getting involved as Omnicom gathers the expertise in brand development, medical education and strategic public relations and communications that Achieve will need for the rollout.

Achieve CEO Richard Stewart discussed the launch plan at a Jefferies event last month. The biotech is aiming to bring the product to market toward the end of next year, positioning it to benefit when people will be making New Year’s resolutions to quit smoking at the start of 2027. Stewart said Achieve is planning a targeted, predominantly digital launch focused on primary care physicians and patients. 

Chantix, the brand name for Pfizer’s varenicline, is now off patent. Varenicline is not being promoted, Stewart said, and as such, there is a chance for Achieve to be “the single voice out there promoting smoking cessation.” 

The CEO added that “limited medical education is going to get us to where we need to be,” because people already know the dangers of smoking and “there is a strong desire to quit.”