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A curation of IQVIA's best thinking on topics and trends driving change, disruption, and progress in the United States healthcare market.
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Video
Insight Express Series 2: Launch
Get smart fast with our Thought Leadership video blog series
Nov 03, 2025
Insight Express: Your FAST Insight
IQVIA experts explore a new industry hot topic in under two minutes
Insight Express Series 2: Launch | Sale Suppression
Feature 1: Sale Suppression
Life science launches are feeling the squeeze—sales have dropped 30%, adoption is sluggish, and payer barriers are higher than ever. The fundamentals of launching haven’t changed, but winning today means rethinking your playbook, engaging smarter, and adapting to a tougher, longer runway.
Speaker: Brian Lasky, Sr. Principal and Lead, U.S. Launch Center of Excellence, IQVIA
Insight Express Series 2: Launch | Overcoming the Rise of Payer Control
Feature 2: Overcoming the Rise of Payer Control
Did you know payer rejections for new treatments have jumped from under 50% to nearly 66% in just six years? That means brands now need to invest 43% more just to reach the same patients, and only 1 in 5 can successfully navigate payer hurdles. The old launch strategies aren’t enough, and success now demands bold innovation and smarter investments.
Speaker: Brian Lasky, Sr. Principal and Lead, U.S. Launch Center of Excellence, IQVIA
Insight Express Series 2: Launch | Precision Promo
Feature 3: Promo per HCP/Patient
Launching a new pharma brand? Promotion is essential—but costs are soaring, and ROI is shrinking. To win, brands must ditch generic spending and engage stakeholders with precision strategies that spotlight what makes them different. Don’t waste your promo dollars—stand out and succeed!
Speaker: Nadine Vangelov, Sr. Principal, U.S. Launch Center of Excellence, IQVIA
Insight Express Series 2: Launch | Patient Leakage
Feature 4: Patient Leakage
Only 1 in 3 patients get their prescriptions approved, and by year’s end, just 4% stay on treatment—resulting in 96% lost demand. The solution? Prioritize patient support and payer access from day one. Don’t let hidden barriers drain your launch—focus on retention, not just acquisition.
Speaker: Ester Oben Etah, Sr. Principal, U.S. Launch Center of Excellence, IQVIA
Insight Express Series 2: Launch | New Three-Year Launch Window
Feature 5: Three-Year Launch Window
Forget the old 6-month launch playbook—success now takes 36 months. Brands must focus on aggressive patient acquisition in year one, optimize uptake in year two, and drive momentum in year three. The data is clear: launch outcomes are under pressure, but smart, adaptive strategies lead to sustained growth. Ready to win in today’s market?
Speaker: Brian Lasky, Sr. Principal and Lead, U.S. Launch Center of Excellence, IQVIA
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