In the coming period, pharma should witness a complete transformation as loss of exclusivity (LoE) to 569 medications valued at $278 Bn (2022 sales) are set to expire by 2030. As big pharma is poised to lose market exclusivity for top-selling drugs, challenging market dynamics increase revenue and profit margin pressures. IQVIA Established Brands Optimization helps to determine the best course of action to revitalize your brand profitability and growth in late commercial phases.