Dr Siegfried Bialojan talks to ecancer about improving health outcomes at the European Forum on Oncology in Berlin, May 2012.

Analysing changes in the pharmaceutical industry, Dr Bialojan says that pharmaceutical companies need to shift from only selling drugs to improving health outcomes in patients. Three aims companies’ should strive for are understanding patient data in different ways, collaborating more with non-traditional partners and altering their business model to focus more on service.