This brief introduces IQVIA’s Launch Adoption Index, a data-driven framework designed to objectively measure and benchmark pharmaceutical launch performance. It goes beyond sales metrics to evaluate adoption drivers such as awareness, access, prescribing behavior, and patient uptake across markets. By integrating real-world data, the index identifies gaps between launch strategy and execution, enabling teams to course-correct early. The brief demonstrates how consistent measurement improves decision-making, aligns cross-functional teams, and helps organizations maximize return on launch investments in increasingly complex and competitive environments.

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