The number of patients with multi-chronic diseases is increasing, generating significant over-costs in the healthcare system, mainly due to poor adherence to treatment: 50% of the patients don’t abide by the terms of their prescriptions. Improving treatment adherence is one of the key issues for the years to come if we want to maintain the sustainability of our healthcare systems.

Pharma companies have to cope with government pressure to contain healthcare expenditure and declining growth trends: 1-4% is expected in Europe in the next 5 years vs 5% for the last 5 years. Innovative approaches will become mandatory in order to safeguard a sustainable growth in the industry.

Competition from generic drugs has become the norm: 90% of current Top 20 world drugs will compete against a generic or biosimilar drug by 2023 generating a loss of revenues of 120 Bn$ in developed markets (2019-2023).

Traditional promotion approaches based on products characteristics presentation by field reps are now obsolete. Governments, patients and HCP’s all expect pharma companies to bring added value support. Added value services such as Patients Support Programs are the new excepted model.