Ever had one of those revelatory moments when someone, or something, questions the logic behind your established, “tried and trusted” approach to performing a particular function or solving a certain set of problems – “Why are we still doing it this way?” – and the only honest answer you can think of is, “Because that’s how we’ve always done it?”

The pharma sector has been thrust into finding alternatives that will enable it to maintain an edge in the face of advancing technology, shifting priorities and evolving expectations.