Entering a new market can be a daunting task, but with the right strategies and tools, it can also be a rewarding venture. In today's rapidly evolving business landscape, leveraging next-generation technologies like agentic AI can provide a competitive edge, while is transforming how organizations approach market access, competitive analysis, and product launch strategies.

Agentic AI as a Market Entry Enabler

Agentic AI accelerates the journey from data to actionable intelligence, supporting market access leaders in making faster, more agile decisions. This shift empowers cross-functional teams to streamline assessments of competitive landscapes, refine market entry strategies, and optimize resource allocation.

Bringing a new operational paradigm to strategic planning in life sciences, agentic AI converts static, siloed workflows into dynamic, interconnected reasoning. The agentic model empowers teams to explore business-specific questions at unprecedented speed and analytical depth — ranging from performance trends to commercial readiness and strategic fit within a target market.

Strategic Market Entry through Sales, Promotion, and Forecast Intelligence

Market entry success in life sciences relies on learning from historical trends as well as forward-looking intelligence. Agentic AI enables multidimensional planning by combining sales performance, promotional activity, and market forecasts into a single conversational interface. Teams can analyze performance across global regions and countries to assess key drivers and constraints of a given market, such as pricing and reimbursement challenges, promotional channel effectiveness, and future regional growth trends.

Serving as a critical partner for evaluating competitive landscapes, agentic AI prioritizes launch markets and aligns resources to strategic goals. Teams can pose questions such as: “Which countries should we prioritize for market entry in respiratory biologics and why?” or “Which indications and prescriber types should we prioritize for a new biologic launch based on unmet need and historic performance across the EU5?”.

In response, agentic AI synthesizes syndicated sales, pricing trends, promotion data, growth forecast projections, and assessments of future market developments to help build efficient market entry strategies. It draws on expert market forecasts and country knowledge based on extensive data and in-depth research to offer reliable future outlooks. This intelligence enables life sciences companies to accelerate market entry strategies with a clearer understanding of where to focus, how to differentiate, and when to act.

Competitive Intelligence Reimagined

In a rapidly shifting marketplace, competitive intelligence must be timely and integrated to demonstrate value. Agentic AI combines sales figures, promotional spend, share-of-voice metrics, and HCP feedback into a live model of competitive performance. Users can instantly generate a comparative view of how their product stacks up against competitors—not just in sales numbers, but in effectiveness of message, channel alignment, and rate of uptake.

Agentic AI mitigates the human bias that often clouds competitive assessments by applying the same analytical rigor and contextual reasoning across all data sources under a holistic, objective lens. This consistency eliminates inconsistencies and provides a reliable foundation for strategic decision-making.

Real-World Applications and Impact

Agentic AI is already transforming how market access teams operate. Teams are using agents to analyze promotional investment patterns, understand historical performance across regions, and correlate engagement trends with uptake. These insights help refine channel strategy, inform go-to-market decisions, and optimize resource allocation.

By compressing what were once weeks-long planning cycles into hours or even minutes, agentic AI empowers market access leaders with the agility and clarity needed to compete in fast-moving, complex environments.

Our Vision for Smarter, Faster Market Entry

IQVIA is at the forefront of applying agentic AI to market entry challenges. Our new IQVIA Global Market Insights (GMI) Agent leverages IQVIA Healthcare-grade AI^® in conjunction with our proven suite of gold-standard global market data, powering a unified agentic AI platform that enables users to ask complex questions in natural language and receive real-time, multivariate insights with extensive depth and breadth.

Looking ahead, IQVIA envisions a growing role for agentic AI in unifying and accelerating cross-functional decision-making , with increasing data sources integrated involved. For organizations seeking to modernize their approach to market access and commercialization, the next step is clear: embrace GMI Agent as a partner in planning.