Launch is the defining period for product success in life sciences, where clinical promise meets the realities of access, adoption, affordability, and commercial execution. In today’s U.S. market, winning at launch is no longer about investment alone. It requires precision, timing, and sustained execution in a more constrained and complex system.
This eBook, part of IQVIA’s Brave New World: Modern Launch series, brings together IQVIA’s latest thinking on launch performance into a single compendium grounded in quantitative analysis and applied experience across more than 2,000 launches in the U.S. It connects macro market pressure to the execution choices companies must make during the critical launch window, helping leaders rethink how launch is planned, measured, funded, and sustained.
Download this eBook to learn:
- Why launch success requires a longer time horizon, with 36-month rather than 6-month evaluation
- How leading indicators can reveal performance gaps early enough to intervene
- Why launch must be orchestrated across patients, providers, and payers from the start
- How the Launch Adoption Index can provide a forward-looking view of adoption and momentum
- How break-even investment framing can improve decisions on timing, spend, and return
- Why asymmetric launch strategies can focus resources where they drive the greatest impact
- How disciplined execution can help companies close performance gaps before the launch window passes