How to Virtually Launch a Biopharmaceutical During Covid-19
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Based on unmet need and inbound physician inquiries, your team has decided to launch a new biopharmaceutical right now - during a pandemic. With a different molecule or indication, you may have made a different decision. But given your current circumstances, you have decided to move forward with launch.
So, what’s next? How do you do it? What is different from a typical launch provided the current environment and projections over the next three to twelve months?
To be successful, you’ll need to create a flexible launch plan that is adaptable to changing market scenarios. As part of the plan, you’ll need to redefine your customer segmentation, which includes public health and economic factors; create new marketing resources that reflect an entirely virtual customer and patient journey; rapidly upskill your field team on virtual engagement skills; and run virtual launch meetings that effectively drive outcomes despite constraints.
A Launch Plan that Adjusts to Market and Public Health Triggers
While you’ve decided to move ahead with the launch, your execution plan should anticipate new developments in the healthcare ecosystem and remain agile to respond to those scenarios. First, you’ll need to identify these scenarios and the appropriate responses. To do this, war game various economic and public health conditions with your cross-functional team to determine how to move forward within different possible operating environments.
Data from past launches will likely hold little insight into your upcoming launch, and there will be a paucity of reliable data for some time. As a result, your war gaming models will likely need to rely on “what-if” analyses grounded in the shared expertise of your team. General economic forecasts and the epidemiological model of your choice can provide a firm starting place but should include outlier scenarios to provoke your launch team’s best thinking.
Based on this scenario planning, you can then identify alternative launch plans that can be implemented based on external triggers. This gives your team the flexibility to operate under ongoing uncertainty and alignment on what to do in each scenario.
Reprioritize Regions, Accounts and Customers Based on Economic and Public Health Factors
Given your launch plan, your sales team will need to re-segment their customer base to include factors beyond the appropriate patient population, coverage and prescriber affinity. New factors to include will be Covid-19 cases within a territory, cases within an account, the effect of the pandemic on physician load (depending on specialty they may be experiencing a surge or lack of patients), unemployment claims within territory (coverage changes will reduce new patient starts and adherence), and virtual access to prescribers.
This reprioritization could lead to a wholly different initial focus for your field organization, potentially away from academic institutions and toward community-based clinics. Physicians and patients alike may be quickly moving to lower-risk treatment locations.
Redesign Marketing for Entirely Virtual Customer and Patient Journeys
The status quo approach to designing physical core sales aids and leave behinds needs to be completely replaced by digital assets and messaging. The first step is rapidly translating existing assets to virtual and gaining approval for electronic dissemination. However, your marketers will also need to rethink their approach and create “digital first” assets to support your field team.
On the consumer and patient side, they will have limited access to their clinicians and thus will turn to online resources and education more than ever before. Your patient-facing teams will need to meet that upswell of demand with new and engaging resources that move them along their patient journey.
KOL and Speaker Bureau engagement will also need to become digital, providing opportunities to engage during live sessions, connect with peers, and share insights firsthand—potentially allowing for real world data capture.
Rapidly Build Your Field Team Members’ Virtual Engagement Capability
Field team members, from salespeople to account management, medical affairs, patient advocacy, and field reimbursement, are highly skilled in face to face interactions. Given the nature of their roles, their technical proficiency often lags behind that of home office employees. They will need to be rapidly upskilled on first the basics of using virtual communications platforms like Zoom, Veeva Engage, and Google Meet, as well as the key differences between physical and virtual interactions.
Next, they will need to begin building the capabilities to change provider behavior using communication platforms and the new interactive tools being created by marketing. Optimal use of these tools will allow for the capture of real time data, providing insights to help marketing be more agile.
This upskilling can happen mostly asynchronously, through peer collaboration and with coaching from your existing field training team. Successful field adoption will be a factor of execution tools that are easy to digest, readily on-demand, and emphasize practice and outcomes.
Virtual Launch Meetings that Drive Impact
The best face to face launch meetings convey best practices and ideas to the field team, allow for opportunities for deep practice, and create a sense of purpose and teamwork on behalf of patients. The best virtual launch meetings can do this too—but with new constraints and opportunities. With much of your field team responsible for caregiving demands at home, there is no need for launch meetings to be six hours a day for four days in a row. In fact, for many people, that is impossible while children are out of school.
With diminishing returns and screen fatigue, it’s important to experiment with the structure, duration, and modality of these virtual gatherings. Maintain enthusiasm throughout the meeting by keeping days shorter. Prioritize personal application time and small work groups.
Beyond the agenda, new virtual platforms allow for peer best practice sharing, foster interaction through polling and live Q&A, and replicate the practice sessions that keep the commercial team engaged and energized.
Create a wraparound experience by sending branded swag ahead of time and providing meal delivery during the event. Set aside time for carefully designed virtual networking to encourage new connections and organic relationship building. Done well, virtual launch meetings can educate, upskill and motivate your team in different but equally effective way as the face to face meetings of the past.
Launch and Learn Fast
Thousands of people’s efforts and expertise go into launching a pharmaceutical product, and it’s hard to get it right during the best of times. During the Covid-19 era, you’ll be prepared to succeed by creating a flexible launch plan that shifts based on market and public health conditions; reprioritizes regions, accounts and customers based on new economic and pandemic related factors; encourages your marketing team to innovate on their digital approach; gets the field ready to engage virtually; and drives results through a wholly new approach to virtual launch meetings.
These are some things you can plan and predict. Once you begin to engage customers, your initial meetings will be fact finding missions that should inform your approach as fast as possible. Expect to be wrong about the future fairly often. It’s always an honor to serve patients, and during this ongoing public health crisis, this is truer than ever, and the stakes are even higher. Stay humble, be prepared to be wrong, and get ready to learn fast.
Related content
Related content
You can't predict the future. You can be disciplined about how you face it.
That's where Future Storming comes in. Future Storming is a process for looking at the trends and signals already visible in the market, understanding how those forces connect, and thinking more clearly about where they may lead.
Recently, we've been applying that lens to talent strategy, running Future Storming sessions with talent leaders across industries to understand which forces are already reshaping how organizations find, develop, and retain the people they need. When you look across those conversations, one thing is hard to miss: AI runs through almost all of the most significant trends, and not as a future scenario. It's already reworking the talent systems most organizations have leaned on for years, often quietly, and often faster than leadership teams have had time to respond.
From these sessions, five high-likelihood, high-impact shifts have emerged as the ones every talent leader needs to be watching right now. What follows is what each of them may mean for your organization.
1. The frameworks most organizations use to define great leadership were built for a different era
Skills and competency models describe work that no longer exists in many roles or that AI now performs alongside, or instead of, humans. The gap between what organizations say they're selecting and developing for, and what the work actually requires, is widening quietly.
This creates a real problem. Organizations that don't redefine what great looks like now will be developing the wrong people for the wrong future optimizing for capabilities that are becoming less predictive while under-investing in the ones that matter most.
- Rebuild leadership profiles from a future-back perspective, starting with where the business is heading, not where it has been.
- Focus on the distinctly human capabilities AI cannot replicate judgment in ambiguous conditions, relational intelligence, ethical reasoning, the ability to set direction when there is no precedent.
- Increase the use of behavioral observation in selection and development. It's the only methodology that shows how someone actually thinks and decides under real pressure.
The signal worth chasing isn't on a resume, it's in the room in how someone handles a real situation, under genuine pressure. It's the only place where someone can't prepare their way out of being themselves.
2. Human differentiators are the last mile AI cannot close
Judgment. Empathy. Creativity. The ability to navigate genuine ambiguity. These are increasingly what separates human contribution from AI output and they're precisely the things most talent systems have always found hardest to measure.
For a long time, organizations could afford to treat these as qualities that would emerge naturally with experience. That's no longer an option. The human differentiators are becoming the job. And most organizations still aren't measuring them well.
The methods exist behavioral assessment, simulation, structured observation. And AI is now making them accessible at scale in ways that simply weren't possible before. The question isn't whether to use them. It's how to deploy them thoughtfully, with the governance and transparency that -stakes talent decisions require.
- AI-powered behavioral observation that surfaces how people actually perform in the flow of work, (i.e. judgement, decision-making, adaptability) not self-report
- Assessment that evaluated how people work with AI, not just without it because that's increasingly what the role looks like
- Simulation-based approaches that reveal thinking in action - the kind of evidence no credential or output can provide
3. The talent pipeline is broken
AI is displacing the early-career work that has traditionally served as the on-ramp into organizational life. Those tasks once gave emerging employees something more valuable than work product. They gave them foundational experiences, relationships, and judgment. The kind of judgment that eventually grows into leadership.
The impact won't show up immediately. That's exactly what makes it worth paying attention to now. Within three to six years, benches will thin and succession pipelines will require far more intentional investment. Organizations will find themselves asking why their internal talent isn't developing the way it used to.
The organizations that get ahead of this have a real opportunity to build something more deliberate, more equitable, and better suited to the capabilities the future actually requires.
- Invest in real, simulation-based experiences, putting emerging leaders into the decisions and pressures that build genuine organizational judgment, not just task exposure.
- Redefine what early-career development is, building toward the capabilities the future requires, not the ones the old job description described.
- Build feedback into the flow of work. AI behavioral observation and practice AI role plays make continuous development possible at scale. The experience that used to happen informally has to be designed now.
4. People need to re-skill faster than any development model was built to support
People need to reskill faster than any development model was built to support. Most organizational development infrastructure was built around a longer, more stable arc of skill acquisition. AI is compressing that arc significantly.
The implication isn't just that training needs to be faster. It's that the whole architecture of how organizations identify, develop, and deploy talent needs to be built for continuous recalibration not periodic refresh.
- Prioritize adaptability and learning agility over static expertise. The ability to acquire new capabilities quickly matters more than the specific capabilities someone holds today.
- Treat reskilling as a continuous organizational process, not an episodic program.
5. AI is absorbing leadership work and culture is losing it's anchor
This is the shift that's easiest to underestimate, and hardest to recover from once it arrives.
Culture is what people see leaders do. The behaviors leaders model how they make decisions, how they show up in hard moments, what they choose to reward and what they let go are how organizational culture gets transmitted. It doesn't travel through stated values. It travels through visible human behavior.
AI is absorbing the work that used to make leaders visible as humans making choices. Performance reviews written by AI. Communications drafted by AI. Coaching conversations mediated by AI. When the distinctly human work disappears, so does the signal. People don't know what to watch anymore. And culture which depends on that watching starts to fray.
The organizations that navigate this well won't be the ones that use less AI, they'll be the ones most intentional about which leadership behaviors remain visibly human, and why.
The behaviors that held culture together need to be rebuilt around what humans uniquely contribute now and that starts with getting the success profile right. That's exactly what the Future Ready Profile is built for.
Strengthen empathy-centered leadership capabilities. The human dimensions of leadership matter more, not less, as AI takes on more of the technical work.
- Strengthen empathy-centered leadership capabilities. The human dimensions of leadership matter more, not less, as AI takes on more of the technical work.
- Reinforce organizational purpose and human-centered culture as anchors.
- Treat culture as something you design, not something you inherit.
What this means
The organizations that navigate this well won't be the ones that adopted AI fastest, they'll be the ones that invested just as deliberately in the human systems around it.
These five shifts aren't warnings. They're design problems, and design problems have answers. The talent systems that come out of this moment can be more intentional, more equitable, and more fit for purpose than anything we've built before.
At BTS, this is the work we're doing every day. If you'd like to think through what any of it means for your organization, we’d love to talk.
The thinking in this article was shapped by Future Storming sessions, including a SIOP 2026 workshop, and by ongoing conversations with talent leaders navigating these shifts in real time.
Hace unos meses terminé una sesión con un equipo de ejecutivos comerciales de una institución financiera mediana. Dos días intensos: cómo prospectar, cómo estructurar conversaciones centradas en el cliente, cómo crear valor en cada interacción. El grupo salió inspirado del taller.
Tres semanas después le pregunté a uno de los mejores participantes sobre cómo le había ido aplicando las nuevas herramientas. Me miró un segundo y me dijo, con total honestidad:
“La verdad... la semana siguiente fue igual que siempre, volví al viejo sistema”
El entrenamiento de capacidades es necesario. Pero sin una cultura comercial que lo sostenga, es un esfuerzo poco rentable para las empresas.
1. Las capacidades sin contexto no sobreviven al día a día
Un ejecutivo de ventas puede salir de un taller sabiendo exactamente qué preguntar, cómo estructurar una conversación de valor, cómo posicionarse como asesor estratégico en lugar de vendedor de productos. La semana siguiente, el peso de las métricas de corto plazo, la presión por resultados y las urgencias del día a día terminan arrastrándolos de vuelta a la rutina de siempre.
McKinsey (2024) encontró que más del 70% de las iniciativas de transformación comercial no logran sus objetivos — y la principal causa no es el diseño del programa, sino la falta de condiciones organizacionales para sostener los nuevos comportamientos.
El problema no es el taller. Es lo que existe o no existe en la realidad de la estructura comercial.
2. El cambio requiere alinear seis pilares
Lo que diferencia a las empresas que realmente transforman su modelo comercial de las que solo capacitan, está relacionado con seis pilares que operan simultáneamente.
1. Patrocinio de la alta dirección que empodera en lugar de solo exigir
2. Disciplina en gestión de cuentas/clientes estratégicos, con metodología y seguimiento
3. Conversaciones centradas en el cliente, no en el portafolio de productos
4. Cada interacción con relevancia estratégica, preparadapara crear valor medible
5. Nuevos comportamientos integrados al ritmo operativodiario y la cadencia del negocio
6. Líderes comerciales presentes que sostienen la cultura, no solo la expresan
Cuando falta uno, los demás no escalan y terminan provocando un círculo vicioso.
3. El liderazgo que sostiene vale más que el que exige
El patrocinio de la alta dirección y la presencia de los líderes comerciales sonlos pilares que más frecuentemente fallan. No porque los líderes no crean en el cambio, sino porque el día a día los jala de vuelta a revisar resultados, no a construir comportamientos.
Gartner (2024) señala que los equipos comerciales cuyos líderes hacen coaching activo y visible tienen hasta un 28% mayor probabilidad de adoptar nuevos comportamientos de manera sostenida.
El entrenamiento define el rumbo y entrega el mapa; el liderazgo es lo que realmente ayuda a navegar y sostener el cambio.
Conclusión
Si tu empresa está invirtiendo en transformar la forma en que sus equipos comerciales se relacionan con los clientes, la pregunta ya no es si el entrenamiento funciona. La verdadera pregunta es: ¿qué tan preparada está la organización para sostener el cambio?
Porque el talento existe. Las habilidades se desarrollan. Pero la cultura no se improvisa; se construye todos los días, con liderazgo, alineación y consistencia.
¿Cuál de estos seis pilares es hoy el más débil en tu organización?
É possível mudar a cultura de uma organização?
Hoje em dia, poucas organizações não estão envolvidas em um (ou vários) processos de transformação cultural. Novas formas de trabalhar em organizações mais horizontais e adaptativas, melhorias na cultura de segurança, orientação ao cliente, transformações nas áreas comerciais e excelência operacional, entre outros.
E é aqui que surge uma das grandes perguntas:
É possível mudar a cultura de uma organização? E, se sim, como fazer isso?
Para ajudar a responder a essas perguntas—frequentes entre nossos clientes e amplamente discutidas—gostaria de compartilhar o que aprendemos na BTS ao longo dos últimos 38 anos sobre o que funciona e o que não funciona (até agora, pois em transformação cultural estamos sempre aprendendo).
A boa notícia é que a resposta é sim.
A dificuldade está na segunda pergunta: como fazer isso?
Um projeto? Uma iniciativa?
Um ponto importante é que a transformação cultural não é um projeto com início e fim, mas sim um processo contínuo e em evolução. Isso muitas vezes gera tensão em organizações acostumadas a uma lógica de projetos.
O que é crítico e frequentemente ignorado?
Existem elementos que, quando considerados e aplicados corretamente, tornam a transformação muito mais eficaz. No entanto, muitas vezes são ignorados.
Esses elementos são:
- Envolver as pessoas. Quanto maior o envolvimento em todos os níveis, maior a probabilidade de implementação das mudanças.
- Tornar a mudança tangível e vivida no dia a dia, conectando teoria e prática. Transparência é fundamental.
- Toda mudança tem impactos positivos e negativos — ambos devem ser comunicados com clareza.
- Mudança cultural exige tempo e transformação de mindsets e estruturas organizacionais.
- A cultura deve estar conectada à estratégia.
Como estruturamos a transformação cultural?
Nosso modelo se baseia em quatro etapas: definir resultados, criar líderes de mudança, incorporar mudanças e sustentar novas formas de trabalho.
1. Definir resultados
O primeiro passo é estabelecer resultados claros e alinhamento executivo. É necessário conectar propósito, visão e objetivos organizacionais.
Ações:
- Coleta de dados (entrevistas, focus groups, visitas)
- Diagnósticos culturais
- Definição de expectativas (Leadership Profiles
2. Criar líderes de mudança
Todos os líderes devem atuar como agentes de mudança. É fundamental engajá-los emocional e racionalmente.
Ações:
- Programas de liderança
- Playbooks
- Feedback contínuo
3. Incorporar mudanças
É essencial transformar mentalidades e sistemas organizacionais.
Ações:
- Coaching
- Sprints culturais
- Cascata organizacional
- Avaliações comportamentais
4. Sustentar o novo modelo
Garantir continuidade através de redes, dados e suporte contínuo.
Ações:
- Integração com processos de talento
- Uso de IA no dia a dia
- Monitoramento da transformação
- Comunidades de prática
A importância de ser paciente e impaciente ao mesmo tempo
Transformações culturais são complexas e não têm fórmula única.
Ser estrategicamente paciente e taticamente ágil é essencial para ajustar e evoluir continuamente.
Esse equilíbrio permite transformar a jornada em algo positivo e sustentável.
Este é apenas um resumo.
Se quiser aprofundar com exemplos e práticas:
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