推出卓越IX：拥抱变革，释放效率

Table of contentsIntroductionTrends impacting launch to2030Launch performanceHow to achieve Launch Excellence to 2030Organisational implicationsMethodologyDefinitionsReferencesAbout the authorsAcknowledgements 12610131516171919 Welcome to the ninth edition of IQVIA’s Launch Excellence series, where weseek to unlock the secrets of Excellent launch. We analyse the latest cohortof launches across the world’s most commercially significant countries toobjectively define successful launches and understand what drives LaunchExcellence. This matters more than ever because over $200 billion in revenueis at risk from loss of exclusivity by 2030, and pharmaceutical companiesmust deliver an unprecedented number of launches, with consistently strongperformance, to fill that gap and sustain growth.The global pharmaceutical industry and environmentare undergoing a period of profound uncertainty anddisruption. Geopolitical uncertainty, disruptive policyproposals (especially in the U.S., with ramificationsfar beyond the U.S. market) and China’s rising role asa source of innovation are all reshaping the launchenvironment. The eight core markets — the U.S., Japan,Germany, France, Italy, Spain, the UK, and China —remain central to global launch success, accountingfor 89% of cumulative sales in the first five yearspost-launch. Looking ahead, we expect this to shiftand new countries to become globally important forlaunch, driven by the increasing value of innovativelaunches targeting high-prevalence chronic conditionsassociated with affluence and ageing. The opportunityfor Anti-Obesity Medications (AOMs) extends wellIntroduction iqvia.com | 11beyond the eight core countries, with the Indian AOMmarket alone projected to exceed one billion dollars by2030. In addition, healthcare systems are undergoingstructural transformations, including the consolidationof provider networks, shifts in the demographicsof healthcare professionals and the growingconsumerisation of healthcare. These forces demand arethink of where and how companies launch.In this white paper, we examine the evolvingdynamics of the launch environment up to 2025 andanticipate what will drive success to 2030. Whilst keyLaunch Excellence fundamentals remain, the launchenvironment is more challenging, complex and fast-moving than ever, and the route to success is toembrace change, adapt and unlock efficiency. new importance and health systems rethinkingpolicies, such as shifting towards preventative orambulatory care.2Market access is increasingly multi-layered and complex; the bar to access israised even higherAcross major markets, the drive for cost containmentpersists, along with the continued trend towardincreasingly stringent reimbursement barriers.Simultaneously, there is a rapid expansion of theprivate market (led by, but not limited to AOMs),contributing to a more complex payer environment.In Europe, the latest Patient W.A.I.T. Indicator Surveyfound that on average across EU27, only 46% of 173innovative medicines that were centrally approved inEurope between 2020-2023 were publicly reimbursedas of January 2025. Market access delays areworsening, with the average time between Europeanregulatory approval and reimbursement reported asover a month longer than the previous year’s report.In addition, the new EU Health Technology AssessmentRegulation (HTAR), which begins to take effect in 2025,will mean more demanding evidence requirements andthe potential for implementation challenges as the newsystem comes into force.In the U.S., the trend of declining payer coveragecontinues, and manufacturers are increasinglystepping in as the primary payer to cover access gaps.IQVIA estimates half of total U.S. prescriptions fornewly launched brands in 2022 had full payer supportfrom the manufacturer, up from less than 10% in 2018.Many companies are successfully driving initial patientacquisition, but financial assistance programmesoffer no guarantee of long-term payer coverage, andcompanies are struggling to transition patients tosustainable, reimbursed access. This has significantimplications for launch strategy and launch profitabilityin the world’s most important market. In addition, theproposals tabled with the new U.S. administration suchas the introduction of international reference pricing,possible expansions of the Inflation Reduction Act(IRA), and Pharmacy Benefit Manager (PBM) reformscould disrupt like never before and have global rippleeffects on launch planning and pricing strategies. 2 | Launch Excellence IXTrends impacting launchto2030In the two years since our last edition of LaunchExcellence, the prescription medicine launchenvironment has yet again undergone profoundtransformation. Today’s landscape is increasinglycomplex, and fast-moving. The rise of AOMs hasbeen particularly disruptive, igniting unprecedentedconsumer demand, out-of-pocket spending, andelevating the importance of manufacturing capacity as acritical aspectoflaunchplanning.In the previous editi