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For Drugs, the Launches Are Getting Harder, Longer | Asembia 2024


Newly launched drugs coming are facing payer controls and other hurdles, says Luke Greenwalt, vice president, market access, at IQVIA.

In an interview conducted before his presentation at Asembia 2024 meeting on April 29, Luke Greenwalt, M.D., vice president, market access, of IQVIA, discussed trends in drug launches.

The "launch window" when a drug company gets a drug established on the market and recoups the expense of developing the drug, is now 24-36 months instead of 12-18 months, Greenwalt said.

One of the reasons is "payer control," Greenwalt said: "Payer control continues to be very high for all launch products, no exception."

Payer control, he explained, is the ability of payers to restrict access to new launch products.

The mechanisms used include prior authorization, step edits, formulary exclusion and cost sharing.

Greenwalt said slower physician adoption of newly drugs is another reason for longer launch windows and navigation of payer control is one reason for that. A third factor he mentioned is "patient activation."

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