IQVIA’s October 2024 white paper emphasizes that sustaining growth in pharma requires reimagining commercialization amid shifting portfolios, tighter value scrutiny, and complex stakeholder demands. While global medicine spending is rising—driven by biotech and specialty drugs—value capture is challenged by policy changes, launch complexities, and constrained health systems. To thrive, pharma must embrace agile, data-driven launch engines, align commercial-medical-access teams, foster ecosystem partnerships, and adopt customer-centric go-to-market strategies. Future success lies in connecting science to measurable health system outcomes through cooperative, evidence-based engagement.

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