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Thriving in the Complex Landscape of Cardiometabolic Care
Strategies for Navigating Complexity and Seizing Opportunities in Overlapping Therapeutic Markets
IQVIA Belux
May 07, 2025
Introduction

The white paper discusses the renewed focus on cardiometabolic diseases, which include conditions like obesity, heart failure, hypertension, coronary artery disease, chronic kidney disease, dyslipidemia, and diabetes. The biopharmaceutical industry is experiencing a renaissance in this area, driven by the complexity and interdependencies of these diseases.


The Cardiometabolic Opportunity

Cardiometabolic diseases are among the leading causes of mortality and morbidity globally, accounting for over one-third of all global deaths. The overlap between different patient populations with co-morbidities adds complexity to commercializing new products. Innovators need a holistic understanding of patient profiles and unmet needs to guide product development and positioning.

Lessons from Cardiometabolic Commercial Success Stories

The paper identifies three foundational pillars for achieving commercial excellence:

  1. Deep Market Insights: Knowing your patient population isn’t enough. Innovators must understand how co-morbidities manifest, how patients flow through the system and what different HCPs value. This means using real-world data, integrated care mapping and specialty-specific profiling.
  2. Aligned Value proposition and customer engagement: Multi-indication products need a clear, coherent narrative that resonates with GPs, endocrinologists, cardiologist, nephrologist and others. Each audience must receive tailored messaging without creating internal confusion or customer fatigue.
  3. High-Quality Execution: Precision engagement is vital. Leading brands invest in omnichannel strategies, measure performance at the patient level and adapt rapidly. The white paper has a case study on Jardiance which revealed Jardiance’s success in expanding from diabetes to heart failure as a model of focused, cross-specialty engagement.

Organizational Implications for Cardiometabolic Innovators

To succeed, organizations must adopt a portfolio mindset, establish effective governance structures, and leverage advanced analytics capabilities. This includes data-driven planning tools for portfolio-level prioritization and dynamic customer targeting.


Conclusion

Achieving commercial excellence in cardiometabolic innovation requires a strategic approach that integrates deep market insights, aligned value propositions, and high-quality execution. Innovators must navigate the complexities of overlapping patient populations and competitive markets to seize the commercial opportunities in this therapeutic area.

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