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Blog
Launch Excellence Five Foundational Success Factors
Feb 28, 2025
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  • Launch Excellence Five Foundational Success Factors
The launch environment has changed. Has your strategy changed to match it?

In a post-pandemic environment, traditional launch methods are no longer sufficient to meet the complex demands of today’s market. Successfully launching new pharma products and indications has become exceptionally challenging. There is an urgent need for innovation and launch strategy to achieve launch excellence.

Leveraging three decades of global experience, IQVIA has supported more than 5,000 launches and analyzed 1,000 of the best innovative launches to identify five success factors critical to launch excellence. Based on these factors, we developed an innovative IQVIA Launch Excellence Framework to support launches from planning through execution and help clients achieve launch success and realize full brand potential. In this post, we’ll take a look at each of these success factors.


Your proven partner for launch excellence

Through our research, we found that launch excellence requires a precise combination of data, analytics, expertise and technology. Our Launch Excellence Framework is built to address strategic planning and alignment; insights into health systems, patients and markets; value and evidence demonstration; stakeholder engagement; and ongoing performance measurement and optimization.


IQVIA offers end-to-end support across five success factors

1. Aligned and prepared organization

Launch success hinges on comprehensive pre-launch preparation and planning. IQVIA has found that the first six months after launch are critical in determining the product's trajectory. Strategies must address the various layers of launch complexity, including cross-functional and multi-country needs, interdependencies, and the readiness of healthcare systems to adopt new treatment modalities. It’s also important to consider everything that can impact patient acquisition and prescriber treatment decisions.

2. Comprehensive healthcare system, patient and market insights

Effective launch planning begins long before the product reaches the market. Considering end-to-end care pathways and addressing potential bottlenecks can help companies to ensure a faster uptake. It's also essential to develop a deep understanding of the disease landscape, patient journey and potential market opportunities. By conducting thorough opportunity assessments and product positioning exercises, companies can optimize their pipeline strategy and align their efforts with the evolving needs of patients and healthcare systems.

3. Powerful value proposition and evidence generation

In an increasingly challenging budgetary environment, a strong value proposition supported by robust evidence is paramount. Companies must adopt an early, integrated and strategic approach to evidence generation, encompassing both clinical and real-world data. This evidence should not only demonstrate the product's efficacy and safety but also its holistic impact across the healthcare system, speaking to the evolving demands of payers and other stakeholders.

4. Effective and efficient stakeholder engagement

Understanding stakeholder preferences and tailoring content and delivery channels is crucial for optimal engagement. Here, Medical Affairs experts play a more pivotal role in building early insights, relationships and partnerships. Companies must evolve their commercial models to incorporate precision engagement strategies, leveraging both traditional and digital channels to create tailored journeys for different stakeholder groups.

5. Sustained performance measurement and optimization

In the era of big data and rapid decision-making, tracking the right key performance indicators (KPIs) at the right time is critical. Companies must be equipped to integrate multiple data streams promptly, align on action plans, and course-correct as needed. Identifying the appropriate benchmarks will enable organizations to quickly identify gaps in launch performance and make data-driven decisions to optimize their strategies.


The benefits of working with IQVIA

  • Launch expertise: Future-proof your launch in a shifting market environment
  • GTM and customer engagement: Develop effective and pragmatic go-to-market (GTM) strategies
  • Proprietary tools and tech: Achieve operational agility and accelerate access to powerful, connected insights
  • AI-powered analytics: Drive launch success through precision analytics

IQVIA’s powerful combination of local presence and global reach in more than 120 markets offers the expertise and flexibility to partner on launches of any scale.

Looking ahead

Launch excellence will be defined by the ability to increase preparation and meet the wider needs of healthcare systems. We believe that by addressing the five key success factors, global pharma companies can position themselves for sustained success in an increasingly complex and demanding launch environment.

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