Adapting Commercial Strategy to COVID-19. Pivot precisely.

COVID-19 is forcing brands to re-evaluate commercial strategies. Whether pre-launch, launch or in-market, IQVIA is helping brands address current challenges and pivot for continued success.

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Focus on customer’s changing needs

The COVID-19 pandemic has created complex challenges across the commercial continuum. Brands are experiencing launch delays, access barriers, demand and supply disruption, salesforce adjustment, and suspended in-person promotion.

Understanding how stakeholders are impacted will help brands address changing needs by identifying the best short-term and longer term strategies and tactics. Some stakeholder challenges include:

  • HCPs: treatment/procedure disruption, patient visits, adoption of telehealth; medicine shortages, remote detailing
  • Payers: lower/loss of achievable price premiums, delayed access/reimbursement timelines, changes to HTA evidence expectations, changes to public funding priorities, shift to Medicaid (US), demand fluctuation, and increased mail-order utilization (US)
  • Patients: loss of benefits, treatment interruptions/delays; telehealth, adherence; Rx/Copay affordability, and others

96% average decline

in face-to-face HCP interactions in the EU5*
IQVIA European Thought Leadership; ChannelDynamics 03/05/2020; F2F includes detailing and meetings, Remote includes phone detailing, e-detailing (live+automated), postal & e-mailings, e-meetings (live+automated)

Over the last 7 weeks,

HCP e-mail engagement has gradually moved to interactive video/ teleconferencing.
IQVIA BrandImpact HCP Network: Survey of ~3500 unique HCPs including: Oncology, Specialty and Primary Care. 3/13/20 – 4/24/20
professionals analyzing data
professionals analyzing data

Weekly Newsletters: Understanding the Impact?

The global COVID-19 pandemic is affecting all stakeholders, whether pharma, payer, provider or patient. These weekly IQVIA newsletters highlight insights to better understand the overall impact. 

EU5: Monitoring the Impact of COVID-19 on the EU5 Pharmaceutical Market
US: Monitoring the Impact of COVID-19 on the US Pharmaceutical Market

EU Webinars
Monitoring the Impact of COVID-19 on the Pharmaceutical Market – EU5 
With a spotlight on the EU5, these weekly webinars provide a cross-country overview of the impact of COVID-19 on Pharmaceutical Market, while taking deep dives to better understand the country-level impact of the pandemic of supply, demand, HCP engagement, clinical trials and hospital systems. 
US Webinars
The Potential Impact of COVID-19 on US Pharma and Biotech Companies
These weekly US-centric webinars outline potential scenarios, considerations, and decisions that US pharma and biotech should plan for, including the impact on global pharmaceutical market dynamics, access considerations, prescription demand, telehealth and promotion.

Forging a way forward

Through the IQVIA CORE, we will continue to move healthcare forward with Data, Advanced Analytics, Technology and Domain Expertise. These capabilities empower you to make quick, precise decisions. And help you plan for the future.

  • Power your insights: Uncover valuable insights to understand the full global and country-level impact of COVID-19 on your market, your brand and your stakeholders. Quantify disruption to treatment, demand, access, promotion, and stakeholder engagement
  • Adapt to disruption: Confidently act on insights and execute short-term, high-impact strategies, driven by advanced analytics
  • Prepare for the future: Develop brand continuity plans that also position you with longer term strategies to accelerate growth when the time is right
 IQVIA The Human Data Science Company
…the longer-term implications [of COVID-19] for healthcare systems and for our industry are here already and they need to be planned for

Sarah Rickwood

Vice President, European Marketing & Thought Leadership

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IQVIA is here to help

We have mobilized our expertise and our capabilities to ensure healthcare around the world has the information, resources and insights it needs to proactively address the impact of COVID-19.

Learn more about our perspective on the pandemic.

COVID-19 Resources
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