Marketing COVID-19 is bad news for new drug launches. Which will suffer most?

The COVID-19 pandemic and the ensuing societal countermeasures are upending operations in many sectors—and biopharma isn’t immune.

The current lockdown is not only hurting clinical trial enrollment but also delaying regulatory timelines for drugs nearing a decision. And with tried-and-true, in-person marketing techniques no longer allowed, new launches may also feel the pain—or hold off altogether.

Consider Bristol Myers Squibb and its big new approval for multiple sclerosis drug Zeposia. It’s a long-awaited med, but BMS is postponing the launch under the circumstances.  Also in the MS arena, a regulatory decision for Novartis’ repurposed ofatumumab might also come late, ODDO BHF analysts noted recently.

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