Pure Play Digital Launch: Launching a New Blockbuster Migraine Drug During a Global Pandemic: Best Practice Summary

STUDY OVERVIEW
BENCHMARK CLASS
SPECIAL OFFER

Non-members: Click here to review a complimentary excerpt from “Pure Play Digital Launch: Launching a New Blockbuster Migraine Drug During a Global Pandemic”

STUDY OVERVIEW

In February 2020, Biohaven received FDA approval for Nurtec – a novel, quick-dissolve oral drug that promised rapid relief from acute migraine and delivered sustained efficacy for two days.

While Nurtec’s ‘one dose’ positioning was well suited for a strong sales-force-driven launch, the COVID-19 pandemic shut down the US marketplace just 25 days after Nurtec’s approval – making a field-based launch impossible.

During the pandemic, many manufacturers delayed drug launches, paused new clinical trials, and reduced workforces. However, after reviewing business, social and market factors, Biohaven pivoted to a full digital launch as its best option.

This Best Practices, LLC case study examines Nurtec’s pure play digital launch; it probes how Biohaven embraced new technology, digital education and digital messaging approaches to support one of the industry's first and most successful all-digital launches. The study provides insights on an important milestone and a road map for digital launches by other biopharma manufacturers in the future.

Disclaimer: Biohaven is not affiliated with Best Practices, LLC and Biohaven has not sponsored, endorsed or supported this analysis.

KEY TOPICS

How Nurtec ODT Leveraged Virtual Platforms for a Successful Launch During Pandemic
Crowded Market: Nurtec ODT Entered a Highly Competitive Migraine Marketplace
Market Shaping: Early Disease Education & Market Shaping Employed Online & Social Media Tactics
Launch During Lockdown: The Nurtec Launch Team Turns to Technology to Enable an All-digital Launch
Social Media, Telemedicine and Celebrity Campaign: Deployment of Social Platforms and Virtual Technologies to Support Digital Launch
Launch Success and Future Steps: Early Success of Nurtec ODT with Innovative Launch Strategies
Lessons Learned and Winning Strategies

KEY METRICS

Leading internal analgesic tablet brands in the United States in 2019, based on sales (in million U.S. dollars)
Biohaven’s funding for commercialization efforts
Medication inefficacies with existing treatments
Number of employees on messaging pay roll to support commercialization
Number of physician programs conducted to drive HCPs awareness and extend Nurtec’s outreach
Nurtec’s coverage with payers
Social media performance
Nurtec sales performance
Nurtec’s preference among clinicians in comparison to Ubrelvy and other triptans
Comparison of Nurtec ODT with Ubrelvy on key clinical attributes
Nurtec ODT new Rx share
Net revenue of Nurtec ODT ($ Million)

SAMPLE KEY FINDINGS

Digital Market Shaping: Biohaven commenced its early disease awareness campaigns using digital communications. It began its digital market shaping activities at the American Headache Society long before launch.

War Room Informs the Crisis Response: Biohaven used a “war room” to gather facts, assess lockdown impacts, and bring urgency to its new reality regarding how to convert to an all-digital launch.

METHODOLOGY

Best Practices, LLC conducted extensive secondary research to probe how Biohaven used modern digital tools and technologies to successfully launch its ‘one dose’ migraine drug Nurtec during the global COVID-19 pandemic.

DISCLAIMER: Biohaven is not affiliated with Best Practices, LLC and Biohaven has not sponsored, endorsed or supported this analysis.

Industries Profiled:
Biopharmaceutical; Pharmaceutical; Biotech; Consumer Products

Companies Profiled:
Biohaven Pharmaceuticals; AbbVie; Amgen; Eli Lilly; Novartis

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.

Pure Play Digital Launch: Launching a New Blockbuster Migraine Drug During a Global Pandemic

ID: 5665

Features:

Pages/Slides: 67

Published: 2023

Delivery Format: Online PDF Document

RELATED RESEARCH

1<!DOCTYPE html>
2
3Anonymous
4/bestp
5/bestp/domrep.nsf
66C234650E2CDE4880025867A002B46ED
8
9
10
11
12
13
140
15
16
17/bestp/domrep.nsf/products/db-pure-play-digital-launch-launching-new-blockbuster-migraine-drug-during-global-pandemic?opendocument&Email=
18
19opendocument&Email=
2044.192.95.161
21
22
23www.best-in-class.com
24/bestp/domrep.nsf
25DB