Today, a successful launch is no longer defined by just dollars — it's defined by the number of patients reached, acquired, and retained. To reflect this new reality, we've refined our take on the modern launch, and carefully considered what needs to change to achieve commercial success in a pressurized environment.
New data, metrics, and understanding of patient behavior and what drives patient acquisition indicate we need to think about launch differently to maximize value – and treat as many patients as possible. In this paper, IQVIA experts discuss the clear need for a rewrite of the modern launch playbook.
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