1、White PaperAchieving Excellence in Commercialising Cardiometabolic Innovation How commercially successful innovators navigate a uniquely complex opportunityMARKUS GORES,Vice President,EMEA Thought Leadership,IQVIA KIRSTIE SCOTT,Senior Consultant,EMEA Thought Leadership,IQVIA MARINA KONE,Principal,St

2、rategy Consulting,IQVIATable of contentsIntroduction 1The cardiometabolic opportunity:Uniquely complex 2Lessons from cardiometabolic commercial success stories 6I.Deep market insight foundation 8II.Aligned value propositions and customer engagement strategy 12III.High-quality execution and performan

3、ce management 15Organisational implications for cardiometabolic innovators 16References 18About the authors 20Acknowledgements 21 |1We are finding ourselves in the midst of a cardiometabolic renaissance,as the attention of the biopharmaceutical industry returns to an area it largely neglected for mo

4、st of the past two decades.1 Obesity undoubtedly dominates the headlines and creates unprecedented excitement within the industry,and among the public at large.However,the industrys renewed interest in cardiometabolic innovation is much broader than obesity and spans a wide range of indications,for

5、example,heart failure,hypertension,coronary artery disease,atherosclerotic cardiovascular disease,chronic kidney disease,dyslipidaemia,(pre)-diabetes or MASH.Cardiometabolic innovators face unique challenges,such as navigating interdependencies between different indications exhibited as co-morbiditi

6、es in overlapping patient populations,who are treated by multiple HCP specialties.Furthermore,multi-indication therapies are redefining how cardiometabolic risk is managed,for example incretin mimetics such as GLP-1 and GIP receptor agonists which have shown broader benefits across multiple morbidit