Pandemic Perspectives: COVID-19 Upended Drug Launches In Ways That Will Stick

Hybrid Commercial Models Are Here To Stay

 
• By Jessica Merrill
  
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Preliminary data from IQVIA suggest 2020 was one of the weakest in recent years for new launch trajectories although drug companies tell Scrip there are some lessons learned from promoting during the pandemic.

Old way, new way
The pandemic hastened new virtual commercial models • Source: Shutterstock

Pandemic Perspectives

One year on from the World Health Organization declaring COVID-19 a global pandemic on 11 March 2020, editors across Informa Pharma Intelligence publications are taking a closer look at its impact and possible lasting implications for the biopharma and medtech industries.

Drug makers quickly pivoted to virtual and hybrid drug launches in 2020 as physicians recalibrated how they operate amid the COVID-19 pandemic and as sales reps and patients largely kept away from doctor's offices. Preliminary data from IQVIA suggest COVID-19 significantly impacted the trajectories of the drugs that launched last year, and many of the headwinds are expected to continue throughout 2021 as well.

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