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Publication
IQVIA U.S. Launch Landscape
May 25, 2022
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Without a doubt, the launch environment is more hostile for new product launches and has been moving in that direction long before March of 2020. It is simply getting more difficult and expensive to reach patients and prescribers.

In this issue, we rigorously investigate the past and present in an effort to understand the future. We're challenging ourselves to answer key questions:

  • What is the definition of launch success?
  • Is there an optimal way to engage and educate providers on new products?
  • What is the impact of patient behavior, access, and affordability?
  • How much can a launch-naïve company rely on historical norms versus brave new pathways?
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