In an era where life sciences companies face unprecedented costs to bring novel therapies to market and declining expected returns upon launch, conventional commercialization strategies are insufficient to deliver brand success. The traditional approach of driving demand to the top of the funnel through clinical differentiation, expensive media campaigns, and large field sales forces no longer guarantees adequate product adoption and long-term financial viability under the constraints of intricate utilization management requirements. Thus, a paradigm shift is in order – one that centers around an integrated commercial strategy that is laser-focused on patient access and underpinned by gross-to-net optimization