COVID-19 Challenges for Product Launch Timelines and Activities (including launch case studies on Nexletol, Trodelvy, Vumerity, and Zeposia)

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The COVID-19 pandemic 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 and into 2021.

This research also examines the impact of COVID-19 across core commercial and medical pre-launch and launch activities. Through the synthesis of executive insights, this study 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 study include:

• Product Launch Timelines, Delays, & Decision Making
• Bristol-Myers Squibb’s ZEPOSIA Launch Case Study: A Well-Differentiated Product Overcame Delays
• Immunomedics’s TRODELVY Launch Case Study: Shifting Resources to Capitalize On Opportunity
• Product Launch Activities Affected by COVID-19, Approaches to Overcome Impact
• Biogen’s VUMERITY Launch Case Study: Supporting Robust Access and Engagement Activities
• Esperion’s NEXLETOL and NEXLIZET Launch Case Studies: Shifting Launch Activities to Digital Outreach

Key Findings

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

• 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.

If you purchase Best Practice Database document(s), you will have 30 days from the date of purchase to apply some or all of the cost of the document(s) toward the cost of a Full Access Individual, Pharma, Group or University Membership. Write us at DatabaseTeam@bestpracticesllc.com or call David Guinn at 919-767-9179 if you have any questions.