艾昆纬-推出卓越IX-拥抱变革，释放效率（英）

White PaperLaunch Excellence IX Embracing change and unlocking efficiencySARAH RICKWOOD, Vice President, EMEA Thought Leadership, IQVIA KIRSTIE SCOTT, Senior Consultant, EMEA Thought Leadership, IQVIA MOHIT AGARWAL, Consultant, EMEA Thought Leadership, IQVIACRISTINA ALZAGA-CHAUDHRY, EMEA Lead, Commercial Strategy, IQVIATable of contentsIntroduction 1Trends impacting launch to 2030 2Launch performance 6How to achieve Launch Excellence to 2030 10Organisational implications 13Methodology 15Definitions 16References 17About the authors 19Acknowledgements 19 iqvia.com | 1Welcome to the ninth edition of IQVIA’s Launch Excellence series, where we seek to unlock the secrets of Excellent launch. We analyse the latest cohort of launches across the world’s most commercially significant countries to objectively define successful launches and understand what drives Launch Excellence. This matters more than ever because over $200 billion in revenue is at risk from loss of exclusivity by 2030, and pharmaceutical companies must deliver an unprecedented number of launches, with consistently strong performance, to fill that gap and sustain growth.1 The global pharmaceutical industry and environment are undergoing a period of profound uncertainty and disruption. Geopolitical uncertainty, disruptive policy proposals (especially in the U.S., with ramifications far beyond the U.S. market) and China’s rising role as a source of innovation are all reshaping the launch environment. The eight core markets — the U.S., Japan, Germany, France, Italy, Spain, the UK, and China — remain central to global launch success, accounting for 89% of cumulative sales in the first five years post-launch. Looking ahead, we expect this to shift and new countries to become globally important for launch, driven by the increasing value of innovative launches targeting high-prevalence chronic conditions associated with affluence and ageing. The opportunity for Anti-Obesity Medications (AOMs) extends well beyond the eight core countries, with the Indian AOM market alone projected to exceed one billion dollars by 2030. In addition, healthcare systems are undergoing structural transformations, including the consolidation of provider networks, shifts in the demographics of healthcare professionals and the growing consumerisation of healthcare. These forces demand a rethink of where and how companies launch.In this white paper, we examine the evolving dynamics of the launch environment up to 2025 and anticipate what will drive success to 2030. Whilst key Launch Excellence fundamentals remain, the launch environment is more challenging, complex and fast-moving than ever, and the route to success is to embrace change, adapt and unlock efficiency.Introduction2 | Launch Excellence IXTrends impacting launch to 2030In the two years since our last edition of Launch Excellence, the prescription medicine launch environment has yet again undergone profound transformation. Today’s landscape is increasing