The pharmaceutical industry has been irreversibly affected by the chan
ges occurring in healthcare. Despite the obvious contributions of phar
maceuticals to human health, our customers are demanding that we help
the patient and contribute to value, whether it be in terms of cost, c
linical outcomes, or quality of life. We are learning to balance the v
ariables to ensure that cost plus quality equals value in the marketpl
ace in three ways: by focusing on the needs of the customers and demon
strating value through outcomes research, by maintaining an emphasis o
n innovation, and by taking an active role in the public arena to dire
ct the course of our future. Outcomes research proves the value of wha
t we do. Economic data will have to be correlated with clinical data.
In addition to standard clinical and economic parameters, we must also
provide quality of life data. Collaboration between the academic and
the practicing community produces a win-win situation for both parties
. Industry and practitioners are bonded together ineluctably in the se
rvice of the patient. Working together we can shape our future and the
future of our patients.