Beat the odds: Don’t let your launch stall after 6 months
For a new drug, the first 6 months after launch is critical. That’s because after this initial “honeymoon” period, prescription writing starts to drop off significantly.
In fact, more than 80% of drug launches stall out at this point, according to IQVIA.
- After 6 months in the market, only 1 in 5 new treatments will gain significant improvements in Rx writing during the next 1.5 years
- Only 1 in 10 (or fewer) of the remainder will positively influence Rx writing between 6 months and 5 years
Source: IQVIA Launch Excellence VI, 2019.
A window of opportunity this tight only reinforces how important it is to get the launch right. It starts with prelaunch prep. There’s no substitute for doing this legwork—ever.
Launching brands is what we do—and we start by helping clients optimize their launch capabilities. To see what we can do for you and your brand, get started with our launch navigator.