艾昆纬（IQVIA）：2026美国现代化新药商业化上市策略研究报告（英文版）（63页）.pdf

1、Modern Launch in the U.S.June 2026LUKE GREENWALT,VP and Lead,U.S.Thought Leadership&Innovation,IQVIABRIAN LASKY,Sr.Principal and Lead,U.S.Launch Center of Excellence,IQVIAESTER OBEN ETAH,PhD,Sr.Principal,U.S.Launch Center of Excellence,IQVIANADINE VANGELOV,Sr.Principal,U.S.Launch Center of Excellenc

2、e,IQVIAANDREW BURKUS,Sr.Director of Thought Leadership,IQVIA DigitalERIC FOSTER,Managing Principal,U.S.Market Access Strategy Consulting,IQVIAJEFFREY DUFFY,PhD,Sr.Director,U.S.Thought Leadership&Innovation,IQVIATERESA FERLO,Commercial Strategy Lead,Patient Access&Support Services,IQVIADAVID REIM,Sr.

3、Director,Audiences Lead,IQVIA DigitalDANIEL PARRIS,Sr.Principal,Brand&Commercial Strategy,IQVIAMICHAEL MACARTHUR,Assoc.Principal,U.S.Launch Center of Excellence,IQVIANORA HANNIGAN,Assoc.Director,U.S.Launch Center of Excellence,IQVIAKIMESHA GRANT,DNP,MPH,Assoc.Director,U.S.Thought Leadership&Innovati

4、on,IQVIATable of contentsForeword 1Executive summary 3Navigating the new era of economic compression in life sciences 5Modern launch:The new playbook for brand commercialization in pharma 11Ready,Set,Launch:The science of pre-launch excellence 17Engaging consumers at launch:Maximizing value in a tra

5、nsforming market 24Unlocking smarter launches:The power of the launch adoption index 31Asymmetric launch:How to succeed with limited resources 39Redefining launch success:An analysis of break-even investment 46Patient in the drivers seat:How consumers redefine launch 54Acknowledgements 60 |1Launch i

6、s the defining period for product success in life sciences.It is where clinical promise meets the realities of access,adoption,affordability,and commercial execution.As the nexus of modern market forces,understanding launch performance and how it is evolving provides a clear indicator of where the i