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In this September 2020 Product Launch issue of Pharm Exec, we highlight five products, all approved in 2019, and showcase what is now their early brand journey.
As of Sept. 1, FDA’s CDER has approved 39 novel drugs. But, as we know, long before approval, plans are set in motion to successfully launch drugs into the market. Depending on the therapeutic need, these plans can range from complex delivery logistics, to creative advertising campaigns, to elevated scientific meetings, to supporting patients through access programs. Each brand launch has its own unique story, and in this Product Launch issue, we highlight five products, all approved in 2019, and showcase what is now their early brand journey (see coverage by following the links below).
The brands are chosen with input from the Pharmaceutical Executive Editorial Advisory Board. In alphabetical order, they are:
As some of our stories will highlight, are the challenges of product launch and prescription sales during COVID. For some, launch became an exercise of pivoting and execution in ways that, while maybe under exploration at the time, were largely unfamiliar to all stakeholders. In this article, the theme of launching a product during the pandemic was discussed.
Other companies have also gone on record about their launch challenges, including Paratek Pharmaceuticals’ efforts one-year into the launch of its antibiotic NUZYRA , and at the end of April, Immunomedics’ launch of breast cancer drug Trodelvy, as discussed by its CFO/CBO Usama Malik here.
We are glad that these executives choose to share their experiences with you on our website. We are also happy to announce that our recent virtual conference is now available complementary to watch on-demand. Just register first to view these sessions here. The conference focused on physician education and reaching doctors during and after COVID-19 and featured presentations and discussion with pharma speakers from Pfizer, Eli Lilly, and AstraZeneca.
Clearly, COVID touches on every topic we regularly cover, and that will be evident in the upcoming months. Next month, our October issue will focus on Hub Services and one of the core capabilities of supporting patients. It’s evident these organizations that support pharmaceutical companies and physicians’ efforts to get prescription medicines to patients in a safe and educational manner were effected, but not fazed, during COVID.
As for pharma professionals, they remain focused on patients and family. Whether its patient safety during COVID, more time spent with family for executives, or the business goals of gaining on therapies for patients and families, there is a common thread that keeps this industry humming at all times.
Lisa Henderson is Pharm Exec’s Editor-in-Chief. She can be reached at firstname.lastname@example.org.