Introduction
This is the seventh Launch Excellence white paper that IQVIA has published since 2007, but never has the Launch Excellence environment changed so dramatically and comprehensively as in the last year. To respond, we’ve divided our launch cohort into a pre-Pandemic cohort, which we have followed for 18 months of performance unaffected by the Pandemic, and the launches from late 2019, which have launched into the Pandemic during part or all of their crucial first six months on the market, evaluating those launches for their first six months. We’ve also added China to our cohort of critical Launch Excellence countries for the first time, recognising China’s dramatic rise in innovative launch potential, and bringing our core Launch Excellence countries to eight — the US, UK, Germany, France, Italy, Spain, Japan and China.
Starting with a short review of how the launch environment evolved to where it was pre-Pandemic, we turn immediately to the types of innovative launch we believe will thrive in the post-Pandemic environment, and the areas of focus — the Three Pillars of post-Pandemic Launch Excellence — which will drive success for those launches. We’ll then apply our Launch Excellence criteria to the pre-Pandemic launch cohort and analyse how the Pandemic cohort have fared. For detailed methodologies, turn to the Methodology.
In Launch Excellence VII, 6% of specialty launches are excellent internationally. 4% of primary care launches are excellent internationally.