The Pandemic Pivot for Pharma

Digital Transformation of a Pharmaceutical Brand Launch

The Client

A pharmaceutical client was set to launch a key brand into the market, when the COVID 19 pandemic emerged.

The Challenge:

Launching Amidst a Global Pandemic

Traditionally, pharmaceutical launches rely heavily on physical sales forces to drive visibility and product sales. However, the COVID-19 pandemic necessitated launching a new brand in a landscape where face-to-face interaction was impossible, requiring a comprehensive re-engineering of the standard launch framework.

What we did

To overcome these barriers, we transitioned from a manual process to a digital-first strategy focusing on 3 key activities:

• Hybrid Engagement: We replaced physical brochures with "digital packs" delivered via email. We supplemented this with personalized physical launch kits sent via courier to key opinion leaders, bridging the gap between digital and tactile experiences.

• Virtual Event Integration: We designed and executed a virtual launch event allowing the company  to secure high-profile specialists as speakers and reach a significantly broader audience than a traditional in-person event would permit.

• Digital Patient & Pharmacist Support Patient Care: We assisted the company in adapting the required patient support program—specifically for at-home injectable administration—into a suite of high-quality educational videos and telehealth support services.

• Pharmacist Outreach: Pharmacist awareness was driven through targeted digital media and integration directly within online ordering platforms, ensuring the brand was visible at the point of purchase.

The Outcome

By re-engineering the brand’s messaging and support platforms for an exclusively  digital environment, we achieved several strategic advantages that outperformed traditional methods:

• Scalability: We achieved a wider geographic and greater audience reach through virtual hosting.

• Data-Driven Insights: The transition to email and digital delivery allowed the company to build a robust CRM database of prescribers for ongoing engagement.

• Operational Efficiency: Shifting to digital-led materials significantly reduced overhead costs related to physical workforce logistics and transport.

While the company could not replicate the manual launch process, they were able to successfully pivot the model to be more cost-effective and resilient.

Services Provided

• Digital Launch Strategy: Strategic re-engineering of traditional launch models for digital-first environments.

• Hybrid Engagement Kits: Design and coordination of "digital packs" and premium physical touchpoints for KOLs.

• Video Production: Development of educational digital media for patient at-home administration training.