Novartis Twitter Livestream Launch: Launching Capmatinib in a COVID-19 Environment
Summary of work
The onset of the COVID-19 pandemic made traditional methods of communication inaccessible, and a traditional launch approach was no longer feasible. With the launch approaching in May 2020 during the height of the pandemic, COVID-19 mandated the cancellation of the planned live launch events. The added challenge of Subpart H approval shortened timelines and added more hurdles to the review process as the team scrambled to create new plans.
Novartis and HCG developed a Twitter-based live launch program called Twitter Livestream Launch: a week-long program of five LIVE 15-minute broadcast event on Twitter each night of the week and after each live event, the videos were available for replay on the TABRECTA Twitter handle and afterwards all videos made available via an event page.
Results were beyond all expectations. The Twitter livestream event results have totalled over 1.8 million views to date. With 62.9k live views and 1.793m replay views.
Being that this is product-specific, it is an industry first on Twitter!
This is a creative and interesting approach to developing an alternative to a live launch meeting and it was done successfully to the right audience (oncologists) who are highly engaged. A wide-reaching programme with great audience numbers and results, having impressively pivoted during the pandemic and offering great learning for the future.