Creating strong commercial relationships in a COVID world By Lisa Alderson Providing services for non-COVID patients is a challenge for many healthcare organisations in Europe, including the UK, and these organisations need to find new ways of managing these services as the pandemic consumes the lion’s share of resources. There is a role for pharma to play in helping customers bridge the gap, but to achieve this pharma needs to understand the bigger picture regarding the difficulties customers face and how these difficulties relate to individual therapy areas. Data is key to understanding the pressure that individual healthcare organisations are under, both clinically and financially: how patient pathways are performing and how coronavirus is impacting on them.