The IQVIA white paper examines pharma’s launch performance problem, showing post-pandemic innovative drug launches underperforming by 19% at six months and 42% for the most recent cohort versus pre-COVID benchmarks. Regulatory and HTA processes remained resilient, but patient backlogs, reduced diagnosis, and cautious prescribing have slowed uptake. HCP engagement has shifted permanently toward hybrid models, while economic pressures tighten market access. Resilient launches share traits like reducing healthcare burden, serving high unmet need (especially orphans), and strong evidence strategies. IQVIA urges companies to adapt early with integrated RWE, digital engagement, and system-friendly innovations to achieve launch excellence.

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