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» Products & Services » » Product Launch » Product Launch Excellence

COVID-19 Challenges for Product Launch Timelines and Activities

ID: CM-3


Features:

35 Info Graphics

16 Data Graphics

230+ Metrics

67 Narratives


Pages: 62


Published: 2020


Delivery Format: Shipped


 

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  • STUDY OVERVIEW
  • BENCHMARK CLASS
  • STUDY SNAPSHOT
  • KEY FINDINGS
  • VIEW TOC AND LIST OF EXHIBITS
The COVID-19 pandemic outbreak has posed immense challenges to the upcoming launches of pharmaceutical and medical device products. With changes to launch timelines, decision-making, and market development activities, organizations need to revamp their launch strategies to mitigate the impact of COVID-19.

Best Practices, LLC conducted this benchmarking research to understand how leading pharmaceutical and medical device companies are managing their approach to launch timelines across 2020 through Q1 2021.

This report also examines the impact of COVID-19 across core commercial and medical pre-launch and launch activities. Through the synthesis of executive insights, this report captures emerging approaches to better manage activities around HCP education, launch investment and staffing, and stakeholder engagement in the COVID-19 environment.

Industries Profiled:
Pharmaceutical; Biopharmaceutical; Biotech; Diagnostic; Health Care; Consulting; Medical Device; Clinical Research; Laboratories


Companies Profiled:
AMAG Pharmaceuticals; Almirall; Alkermes; Amicus Therapeutics; Ascend Therapeutics; Asklepion Pharmaceuticals; LLC; Aspen Pharmacare; Astellas; Avadel Pharmaceuticals; Biofrontera; Bracco Diagnostics Inc.; Catalyst Pharmaceuticals; Celyad; Deciphera Pharmaceuticals; Eisai; FerGene; Ferring Pharmaceuticals; Kyowa Kirin; Merck; Milestone Pharmaceuticals; Mirador Global LP; Mission Bio; Nobio; Novartis; Novo Nordisk; Osmotica Pharmaceuticals; QED Therapeutics; Roche; Sanofi; Santhera Pharmaceuticals; Scilex Pharmaceuticals; Inc.; Servier; Shionogi Inc.; Sunovion; Supernus; Takeda Pharmaceuticals; TerSera Therapeutics; TG Therapeutics; Vifor Pharma; Visioneering Technologies Inc.; Zosano Pharma

Study Snapshot

Best Practices, LLC engaged 56 leaders at 41 life sciences companies in this research. Half of the research participants serve at the director/ head level.

Key topics covered in this report include:

  • Product Launch Timelines, Delays, & Decision Making
  • Product Launch Activities Affected by COVID-19
  • Approaches to Overcome COVID-19 Impact on Launch Activities


Key Findings

Select key insights uncovered from this report are noted below. Detailed findings are available in the full report.

  • Launch Timelines and Scale have changed in the face of COVID-19:

    • 1/3 of launches originally set for Q2, 2020 are now delayed, 1/3 of companies are proceeding with a soft launch in the quarter.

    • Q3, 2020 launches: 50% are maintaining same timeline at full scale, 50% are proceeding with a soft launch.

    • Biopharma leaders anticipate launches to be affected by COVID-19 for 6-7 more months, with some changes permanent.
Table of Contents

Sr. No.
Topic
Slide No.
I.
Overview & Key Actionspgs. 3-7
Universe of Learningpg. 4
Key Actionspg. 5
Key Perspectives in Launch Reality of 2020pg. 6
Key Data Insights From Launch Leaderspg. 7
II.
Product Launch Timelines, Delays, & Decision Makingpg. 8
III.
Bristol-Myers Squibb’s ZEPOSIA: A Well-Differentiated Product Overcame Delayspg.16
IV.
Immunomedics’s TRODELVY: Shifting Resources to Capitalize On Opportunitypg. 23
V.
Product Launch Activities Affected by COVID-19, Approaches to Overcome Impactpg. 33
VI.
Biogen’s VUMERITY: Supporting Robust Access and Engagement Activitiespg. 45
VII.
Esperion’s NEXLETOL and NEXLIZET: Shifting Launch Activities to Digital Outreachpg. 52
VIII.
Participant Demographicspg. 59
IX.
About Best Practices, LLCpg. 62

    List of Charts & Exhibits

    I. Launch Timelines

    A. Product Launch Timelines, Delays, & Decision Making

    • Biopharma product launch timelines and decisions in 2020
    • Q2, 2020 product launch timelines and decisions in detail
    • Q3, 2020 product launch timelines and decisions in detail
    • Q4, 2020 product launch timelines and decisions in detail
    • Biopharma product launch timelines and decisions for 2021
    • Q1, 2021 product launch timelines and decisions in detail
    • Types of information prioritized by benchmark organizations to make timeline decisions for their Q4, 2020 and Q1, 2021 product launches

    B. Bristol-Myers Squibb’s ZEPOSIA: A Well-Differentiated Product Overcame Delays

    • Zeposia launch timeline
    • Approval rejection of Celgene’s ozanimod by FDA
    • Bristol-Myers Squibb’s acquisition of Celgene
    • Zeposia’s delayed launch and continued engagement with the neurology community during COVID-19
    • Ozanimod’s FDA approval under the brand name ‘Zeposia’ for the treatment of relapsing forms of multiple sclerosis (RMS)
    • Zeposia’s commercial launch

    C. Immunomedics’s TRODELVY: Shifting Resources to Capitalize On Opportunity

    • Trodelvy launch timeline
    • Initial rejection from the FDA
    • Change in launch plans due to COVID-19
    • Advance FDA drug approval for Trodelvy as a third-line treatment for metastatic triple-negative breast cancer
    • First treatment and drug supply post approval
    • Manufacturing and commercialization support
    • Driving brand awareness and engagement during the pandemic
    • COVID-19 challenges
    • Changes in sales teams

    II. Launch Activities

    A. Product Launch Activities Affected by COVID-19, Approaches to Overcome Impact

    • Anticipated duration of COVID-19 impact on product launches
    • COVID-19 impact on HCP and thought leader focused launch activities
    • Percentage of previously expected face-to-face engagements related to the new product converted to digital ones by benchmark organizations
    • Interview narratives on overcoming limitations
    • COVID-19 impact on payer and patient focused launch activities
    • Interview narratives around payer and patient focused launch activities
    • Impact on internal drivers of launch activities
    • Interview narratives on the investment approaches to be taken across the launch timeline
    • Launch staffing adjustments in response to COVID-19
    • Most highly impacted forms of launch activities
    • Relative impact of COVID-19 situation across core commercial and medical pre-launch and launch areas

    B. Biogen’s VUMERITY: Supporting Robust Access and Engagement Activities

    • Vumerity’s timeline from drug approval to performance during the early COVID months
    • Vumerity’s FDA approval for the treatment of relapsing forms of multiple sclerosis (MS)
    • Drug backlash due to high price
    • Q1 sales result
    • Impact of COVID-19 on Vumerity sales
    • Vumerity’s market recovery

    C. Esperion’s NEXLETOL and NEXLIZET: Shifting Launch Activities to Digital Outreach

    • Esperion’s launch of two new products during the pandemic – A brief timeline
    • FDA approval of Esperion’s NEXLETOL (bempedoic acid) and NEXLIZET (bempedoic acid and ezetimibe)
    • Launch strategy during the pandemic
    • NEXLIZET’s preponed launch at the peak of pandemic due to doctors’ overwhelming response and capable supply chain
    • NEXLIZET availability and field team training
    • Activities leading to Esperion achieving the highest revenues of all time