Case Study: Inside the First Fully Digital Pharma Launch – How Biohaven Launched Nurtec Successfully During the Pandemic
CHAPEL HILL, N.C., Feb. 14, 2025/ -- Launching a new drug is always a challenge, but doing so amid a global pandemic without traditional sales reps and in-person physician detailing required a groundbreaking approach. Biohaven rose to the occasion, delivering the first fully digital pharma launch with Nurtec, a one-dose migraine treatment that disrupted the competitive migraine market and set a new industry standard.
By leveraging an entirely digital strategy powered by direct-to-consumer (DTC) campaigns, social media engagement, and influencer-driven storytelling, Nurtec achieved rapid market penetration and widespread patient adoption. This case study explores the bold choices that fueled its success and reshaped pharma marketing.
What Pharma Leaders Can Learn from Nurtec's Digital-First Success:
- Revolutionary Market Entry: A fully digital go-to-market strategy that bypassed traditional salesforce models.
- Consumer-Centric Engagement: Social media, targeted advertising, and direct patient outreach fueled unprecedented awareness.
- Rapid Adoption & Growth: A disruptive approach that propelled Nurtec to the forefront of the migraine treatment space.
The 67-page case study, “
Pure Play Digital Launch: Launching a New Blockbuster Migraine Drug During a Global Pandemic,” provides a deep dive into the strategic decisions, digital innovations, and commercial execution that made Nurtec's launch a resounding success.
Key topics addressed in this case study:
- Nurtec’s Journey: Transforming a new migraine treatment into a market leader through a digital-first strategy.
- Market Entry: Navigating the competitive migraine landscape with innovative digital approaches.
- Digital Innovation: The bold digital strategy behind Nurtec’s successful launch during the pandemic.
- Sales Growth: A rapid uptake that shaped Nurtec’s success trajectory.
- Strategic Partnerships: Leveraging digital platforms to extend reach and share funding.
- Consumer Campaigns: Empowering disease education and showcasing Nurtec’s impact through digital channels.
- Patient Services: Enhancing access, reimbursement, and patient support programs.
To learn more about this case study, download a complimentary report excerpt at https://www.best-in-class.com/rw441.htm
Pressed for time? Watch the short video summary below to uncover the key highlights from the case study: