Pharma launches are underperforming, with post-COVID products showing 20% lower sales in the first six months versus pre-pandemic benchmarks. IQVIA’s Challenger Program addresses this by pressure-testing strategy, execution, access, and performance across the asset lifecycle. Using a 360-degree framework, it uncovers gaps in positioning, targeting, messaging, and partner effectiveness. Reviews often reveal overlooked issues—like weak KEE advocacy, low share of voice, or ineffective promotional partners—and guide rapid course correction. Proven across oncology and cardiovascular launches, the program enables data-driven decisions that boost launch uptake, sustain growth, and mitigate competitive risks.

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