The global pharmaceutical industry is heading into 2024 amid a complex set of challenges and opportunities shaped by health system reforms, demographic shifts, and evolving patient expectations. As governments introduce new regulations to control healthcare spending, drug manufacturers are facing heightened pressure to adapt to changing market dynamics. Health system reforms aimed at controlling drug prices triggered major changes across the sector worldwide. In the US, the Inflation Reduction Act (IRA) introduced price negotiations for certain high-cost medications, which marked the first such effort in the country. In Europe, proposed legislation seeks to reduce the exclusivity period for new drugs from ten years to eight if companies fail to launch in all 27 EU member states within two years. Countries like Germany, Italy, Japan, and China are also introducing measures to regulate pharmaceutical costs. These reforms collectively pose a significant challenge to drug manufacturers, whose revenue models are becoming increasingly uncertain in the face of tighter pricing controls. At the same time, demographic shifts are exerting additional pressure on the healthcare sector. As populations age and birth rates decline, countries such as Spain and South Korea are grappling with the economic consequences of having fewer working-age adults to fund healthcare for their growing elderly populations. Switzerland, for example, expects a 30% increase in public health spending by 2050, driven by long-term care needs. These demographic trends draw attention to the importance of investing in preventive healthcare measures to reduce the future burden on healthcare systems. Another trend influencing the pharmaceuticals industry is the changing expectations of patients. Trust in the healthcare system remains low, with many consumers feeling disconnected from the care they receive. According to the 2024 ZS Future of Health Report, around half of healthcare consumers across six countries believe that the healthcare system does not prioritize their needs.