IQVIA’s Launch Excellence IX highlights how pharma must adapt to deliver strong launches amid rising complexity and $200B at risk from loss of exclusivity by 2030. Capacity constraints, tougher market access, and reduced HCP interactions are reshaping strategies. Launches now face shorter exclusivity, fragmented competition, and a shift toward both niche specialty and mass-market products like anti-obesity drugs. Success hinges on three pillars: health system readiness, integrated evidence strategies, and broad stakeholder engagement—executed with efficiency. Companies must embrace continuous launches, leverage AI, and re-engineer go-to-market models for sustained growth.

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