This insight brief examines how shifting market forces are reshaping investment priorities across the life sciences industry. Declining launch returns, margin pressure, and increasingly complex patient journeys are eroding the effectiveness of traditional commercialization models. Growth drivers are changing as specialty therapies, tighter access controls, and differentiated evidence requirements become more prominent. In the U.S., launch challenges persist due to fragmented coverage, slower uptake, and higher expectations from payers and providers. The Inflation Reduction Act (IRA) further rewrites commercialization economics by increasing pricing scrutiny and shortening value realization windows. In response, companies must invest in a new commercial model centered on data-driven decisio

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