In order to survive, a company must be capable of reinventing itself to remain attractive in the eyes of its customers. Pharmaceutical companies are no exception to this rule.

Pharmaceutical companies must also be innovative in their drug research. The focus has been progressively shifting away from customary research on curative drugs towards more preventive solutions. This shift reflects a growing public awareness that our lifestyle has an impact on our health. We’re seeing a trend more and more towards prevention.

Similarly, the “natural consumer” has now become a force. Pharmaceutical companies must adapt to this new reality in order to survive. Understanding what nature has to offer is essential for convincing the maximum amount of consumers, and developing innovative new components in this area is one of the most important challenges facing the industry in the coming years.

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