Collaboration is the key to a more holistic view and good health economics and the pharmaceutical industry should be a key player in this. At the same time, it may be high time for the pharmaceutical industry to revise not only its own strategies, but also its self image: To dare to stand for and communicate what the industry actually does and can do in the future. These are some of the results of this year’s industry study conducted by Opticom International Research in collaboration with the Pharma Industry and LIF.
Opticom International Research has since 2010 every year conducted a study in the Swedish pharmaceutical industry in collaboration with Pharma Industry, where people working in the pharmaceutical industry will offer their opinions and predictions for the industry. Since 2012, LIF (the trade association for the research-based pharmaceutical industry in Sweden) has also participated in conducting the study. The aim of the study is to identify the industry’s perception of itself and the perception of its role within the Swedish health care system in order to identify both opportunities and threats for the future.