The U.S. healthcare and pharmaceutical market is undergoing significant transformation. Insight Express Series 7: Industry Fundamentals explores the key trends shaping the industry, including concentrated brand growth, generics market pressure, biosimilar adoption, increasing patient influence, the expanding role of NPs and PAs, and the impact of retail pharmacy closures.
Through expert analysis and data-driven insights from IQVIA thought leaders, this six-part video series examines the forces influencing market access, healthcare delivery, treatment adoption, and commercial strategy. Gain a deeper understanding of the trends shaping today's healthcare landscape and what they mean for the future.
Watch the full series to explore the market forces transforming healthcare and gain insights to help navigate an increasingly complex industry.
Feature 1: The Concentration of Growth
The U.S. medicine market continues to expand, but growth is increasingly concentrated among a small number of high-value products. The top 10 branded products generated approximately two-thirds of market growth in 2025, led largely by specialty medicines and GLP-1s. This episode examines the widening divide between the few brands driving industry value and the generic medicines supporting most patient treatment.
Speaker: Sally Little, Associate Consultant, U.S. Thought Leadership & Innovation, IQVIA
Feature 2: The Generic Paradox
Generics remain the backbone of everyday care, accounting for nearly 90% of U.S. prescriptions, but their high utilization is not translating into comparable revenue growth. In 2025, gains from new products and prescription volume were largely offset by continued price erosion, leaving the generic market nearly flat. This episode explores the structural pressures limiting generic market value and the growing financial divide between generics and blockbuster brands.
Speaker: David Mennen, Data Analyst, Strategic Supplier Services, IQVIA
Feature 3: Biosimilars and the Power of Access
Biosimilar adoption has historically been expected to progress gradually as providers remained loyal to familiar originator brands. More recent launches demonstrate how payer formulary restrictions can accelerate uptake, rapidly redirecting new patients toward biosimilars following loss of exclusivity. This episode examines how payer control is compressing brand erosion timelines and making market access strategy increasingly critical for biologic originator brands.
Speaker: Alexis Maharam, Principal, U.S. Thought Leadership & Innovation, IQVIA
Feature 4: When Patients Drive Demand
Patients are increasingly researching symptoms, evaluating treatments, and developing brand preferences before engaging with a healthcare provider. Online health research, direct-to-consumer engagement, and direct-to-patient programs are giving patients greater influence over treatment discussions and branded prescription requests. This episode explores how the patient journey is evolving and why manufacturers must account for consumer influence earlier in the healthcare decision-making process.
Speaker: Taiwanna Billups, Senior Principal, Market Access Strategy Consulting, IQVIA
Feature 5: The New Front Line – NP/PAs
The healthcare workforce is shifting as nurse practitioners and physician associates expand their roles while physician growth slows and declines. NPs and PAs now represent a growing share of the provider workforce and are becoming more involved in treatment decisions across cardiology, dermatology, endocrinology, oncology, and other specialties. This episode outlines the scale of that shift and explains why manufacturers must evolve engagement strategies that have traditionally focused primarily on physicians.
Speaker: Kimesha Grant, Associate Director, U.S. Thought Leadership & Innovation, IQVIA
Feature 6: Retail Pharmacy Compression
The U.S. retail pharmacy footprint is contracting, with nearly 8,000 locations closing between 2018 and 2025. As the number of pharmacies declines, each closure affects more patients and disrupts access not only to prescriptions, but also to vaccines, counseling, medication support, and other routine healthcare services. This episode examines why pharmacy closures represent a growing healthcare infrastructure challenge for manufacturers, payers, policymakers, and the communities they serve.
Speaker: Scott Biggs, Director, Strategic Supplier Services, IQVIA
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