The “big squeeze” in life sciences refers to mounting demand and margin pressures intensified by COVID-19, reshaping brand performance and strategic planning. These pressures stem from interrelated demand factors like evolving patient populations and market shifts, alongside margin factors such as cost constraints and competitive pricing. Addressing one challenge often impacts another, requiring a holistic approach. IQVIA helps organizations navigate this environment with advanced analytics, market insights, and tailored strategies to manage risks, protect profitability, and sustain growth, ensuring brands remain competitive in increasingly constrained healthcare markets.

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