Between 2025–2029, $278B worth of top-selling drugs will lose exclusivity, pressuring pharma to sustain revenue through established brands. Challenges include rising launch costs ($198B expected spend in 2024–2028), biosimilar competition (30% of LoE impact), pricing constraints from the Inflation Reduction Act, supply chain disruptions, and complex regulatory demands. IQVIA’s Established Brands Optimization applies a five-step consultative approach—analyze, strategize, classify, tailor, and execute—to revitalize late-phase brands. By leveraging analytics, commercial engagement, and marketing services, pharma can re-ignite growth, optimize profitability, or divest strategically.

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