解锁更智能的产品上市：上市采用指数的力量

ESTER OBEN ETAH,PHD, Sr. Principal, U.S. Launch Center of Excellence, IQVIAJEFFREY DUFFY,PHD,Sr. Director, Center for U.S. Thought Leadership and Innovation, IQVIAERIC FOSTER, Managing Principal, U.S. Market Access Strategy Consulting, IQVIAMICHAEL MACARTHUR, Associate Principal, U.S. Launch Center of Excellence, IQVIALUKE GREENWALT, VP and Lead, U.S. Thought Leadership and Innovation, IQVIA Table of contents How above-brand analytics with LAI transform product launches1Benchmarking adoption speed by specialty2Understanding and influencing HCP behavior4Early adoption can be contagious: Group practice behavior6Provider adoption as a predictor of launch performance7How provider adoption predicts launch performance and market success8 This insight brief is part of the series, A Brave New World: FindingLife Sciences Success in Modern Markets Launching a new product in life sciences is more consequential than ever. Yet,manufacturers who confine their analysis to the performance of their own This above-brand perspective is essential, not justfor understanding how quickly providers adopt newinnovations, but for revealing the behavioral trends,competitive forces, and specialty-specific nuances that volume prescribers or limited early adoption analysis, LAIreveals the true drivers of brand adoption, helping launchteams segment markets, allocate resources efficiently, LAI methodology surpasses traditional brand andtherapeutic-level analyses by evaluating adoption acrossover one million HCPs and ~2,000 launches within theIQVIA universe. The resulting study, the industry’s largestof its kind, enables flexible, data-driven insights through In an era of heightened industry pressure and decliningperformance, rigorous benchmarking is indispensable toensure strategic decisions are grounded in evidence, not How above-brand analyticswith LAI transform The resulting HCP segmentation capabilities empowerlaunch teams to pinpoint true innovators and earlyadopters, those most likely to adopt new therapies earlyand drive momentum. Targeting these fast movers withtailored engagement strategies accelerates uptake, Above-brand analytics are transforming launch strategy.The Launch Adoption Index (LAI) is a breakthrough metricthat measures how quickly healthcare providers (HCPs) Benchmarking adoption speed by specialty Adoption rates for new treatments reveal strikingdifferences across medical specialties. Plotting adoptionspeed deciles against days to adoption demonstrates how begin prescribing new products within the first year oflaunch, positioning them as rapid adopters. In contrast,nephrologists, one of the slower adopting specialties, (All providers with prescribing activity in 2024; all launches*from January 2013) (All providers with prescribing activity in 2024; all launches*from January 2013) The diversity of adoption speed within specialtiesisequally notable and can be observed for more detailedanalysis. Oncology, which is often thought of as an early adopts new products, however the median timeto adoption occurs between years three and four For oncologists, the median time to adopt a new therapy is 3.5 years, yet 20%consistently prescribe within the first two years. Identifying adoption rates within a therapeutic area isessential for forming effective launch strategies. Earlyanalysis enables precise targeting of providers mostlikely to adopt quickly, generate volume, and become Early adopting providers not only drive volume when abrand first enters the market, they often serve as keyopinion leaders or peer advocates who influence others and launch teams must identify and engage early adopters,especially those who influence their peers. By tailoringoutreach and promotional efforts to these key These insights are more than statistics; they providea roadmap for launch success. To maximize impact, Understanding and influencing HCP behavior Evaluating adoption offers new insights to improveprovider engagement. Creating strategies that drivea leftward shift in adoption to happen earlier creates Observed reasons could include the influence of peernetworks, promotional sensitivity to in-person or digitalinteractions, the role of evidence beyond clinical trials, the greatest impact in the shortest time. Behavioralanalytics more effectively identify early adopters,enabling targeted segmentation and more efficientpromotional strategies. If launching into a market that In a launch environment where there are more brandsmissing forecast than hitting, the adoption rate of Precision targeting in large, IQVIA analysis reveals that market volume explains only10%-30% of variation in adoption. LAI highlights theintersection between volume and speed of adoption. Building early momentum in new Drive patient acquisition and develop When launching into a market where a company lacksexperience or leadership, it takes time to build credibility.LAI helps to identify the providers most likely to try anew product early,