When Pfizer acquired Biohaven for $11.6 billion, many big Pharma executives began to question their own beliefs and commercial tactics.
former Chief Executive Officer of Biohaven at the New York Stock Exchange“At the time of Nurtec’s commercial launch, we were not only facing competitors with much larger budgets, but we launched at the start of Covid,” says Jones.
Instead of spending the first 6 months relying on a salesforce to first target HCPs before launching D2C campaigns, Biohaven took the opposite approach of launching their D2C and direct-to-doctor digital campaigns, letting the patient also serve as an educational resource to the HCP. In fact, Biohaven used a combination of macro influencers, such as Khloe Kardashian, and micro influencers to better communicate with certain patient segments about Nurtec as a treatment option.
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