Clinical development teams often focus first on the evidence required for regulatory approval. But payers, physicians, patients and commercial teams also need evidence to support adoption, access and appropriate use. When those needs are addressed too late, organizations risk discovering critical gaps when there is less time to act.

This IQVIA Insight Brief makes the case for integrated evidence generation planning earlier in development. It explores how real-world evidence can help inform trial design, support regulatory strategy, shape market access narratives and answer the questions that matter most before launch.