The U.S. pharmaceutical industry has experienced substantial growth over the past year, driven by tailwinds such as the rise of new drugs and the expansion of the specialty market.

Prescription drug spending reached $435 billion in 2024, marking a 9.9% increase from the previous year, excluding COVID- 19-related expenditures, with biologics and specialty therapies leading the way (IQVIA). Yet even as the market expands, pharmaceutical companies are facing mounting regulatory headwinds— including the threat of new restrictions or outright bans on direct-toconsumer (DTC) advertising.

In this new environment, traditional approaches to pharmaceutical marketing need to and are evolving. TRx (Total Prescriptions) and NRx (New Prescriptions) will remain key metrics for tracking success. However, new approaches are required to effectively drive these metrics.

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