COVID-19 is impacting the healthcare system in a way we’ve never seen before, and pharmaceutical manufacturers are facing new challenges at rapid speeds. To help keep you informed, we’re releasing a special Q&A series with our experts to discuss the virus’s impact on each stage of the development journey.
Today, we spoke with David Ward, Vice President for EHRx Solutions, Sara Stricker, Manager at CEEK Enterprises, a division of Two Labs, Brad Davis, Principal at CEEK, and Jon Klein, Principal at CEEK, about the effect of COVID-19 on launch marketing and promotions in the U.S for emerging manufacturers.
How is COVID-19 impacting marketing and promotion capabilities?
Small and emerging manufacturers face increased barriers to access their customers. They aren’t likely to be established among HCPs yet, and the added barrier COVID-19 creates makes reaching providers even more difficult. For those who are able to connect, there’s concern HCPs may not be willing to prescribe patients a new therapy when careful and frequent monitoring isn’t possible.
Smaller companies have less flexibility in their marketing budgets, so ensuring their investments are impactful in this new environment is critical.
How should manufacturers adjust their marketing efforts?
The appropriate reaction to the virus’s impact on marketing depends both on a manufacturer’s launch timeline and their size.
 | For manufacturers preparing their efforts (12 months to launch): |
 | For manufacturers getting ready to execute (3 months to launch): |
 | For manufacturers launching right now: |
 | For manufacturers that just launched 1-3 months ago: |
COVID-19 is impacting the healthcare system in a way we’ve never seen before, and pharmaceutical manufacturers are facing new challenges at rapid speeds. To help keep you informed, we’re releasing a special Q&A series with our experts to discuss the virus’s impact on each stage of the development journey.
Today, we spoke with David Ward, Vice President for EHRx Solutions, Sara Stricker, Manager at CEEK Enterprises, a division of Two Labs, Brad Davis, Principal at CEEK, and Jon Klein, Principal at CEEK, about the effect of COVID-19 on launch marketing and promotions in the U.S.
How is COVID-19 impacting marketing and promotion capabilities?
Sales forces are unable to connect with healthcare providers (HCPs) in traditional ways due to the elimination of face-to-face meetings. This leaves large manufacturers with massive, and therefore expensive, sales forces that must reassess their priorities. Teams are fearful of becoming an unnecessary distraction during this time and do not want to be insensitive during this pandemic.
Highly promotional, product-focused marketing is expected to be less effective as budgets decrease and as sensitivities rise around messages that aren’t addressing COVID-19 concerns.
How should manufacturers adjust their marketing efforts?
The appropriate reaction to the virus’s impact on marketing depends both on a manufacturer’s launch timeline and their size.
| For manufacturers preparing their efforts (12 months to launch): |
| For manufacturers getting ready to execute (3 months to launch): |
| For manufacturers launching right now: |
| For manufacturers that just launched 1-3 months ago: |
Moving forward, there will be geographic challenges for both launches within the U.S. and outside the U.S. for anyone marketing their drugs in the coming months. Blanket marketing for the entire U.S. will not work as each state, county, and even city opens up to varying degrees. Marketing efforts will need to be more locally driven because you’ll need to understand where your customers are and what they are going through. While the same has always been true outside the U.S., locally-driven marketing efforts will prove to be even more vital than ever before.
Do you need help determining the impact of COVID-19 on your marketing efforts and how to navigate forward? Click the button below to get in touch with our expert team.