3. Interestingly, opinion was divided regarding the biggest single challenge facing the pharmaceutical industry
over the next five years.
Three responses were jointly prioritised:
a. Policy-makers and payers having an increasing influence on what is prescribed
b. Patients becoming increasingly health conscious and demanding more of their treatment, and
c. Healthcare professionals becoming more aware of value and cost-effectiveness,
It is clear however that pharma is expecting increasingly complex pathways, with increasing numbers of stakeholders involved.