This industry article as featured in Pharmaphorum and authored by IQVIA experts Michel Auvillain, Practice Leader, Commercial Managed Services and Martin Bate, Senior Director, Sales Force Effectiveness discuss how pharmaceutical companies are facing a second patent cliff by 2030, increasing the pressure to optimize established brand performance. In this increasingly complex pharmaceutical landscape, success will depend on their ability to execute effectively across multiple dimensions, including analytics, resource allocation, digital transformation, and market adaptation. Companies that excel in these areas will be best positioned to maximize the value of their established brands.