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Time to reinvent the launch

Posted 21 December 2020 PM

Pharma companies that use traditional models to launch new products in 2021 will "struggle" according to a report warning the industry to embrace a fresh approach that is "digital, local and personalised" in order to succeed.

The fall-out from COVID-19 impacted heavily on pharmaceutical launches in 2020 with a new McKinsey & Company report revealing every pharmaceutical product launch between February and August this year was disrupted by the pandemic through delays, lost revenues or both.

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