Richard Bergström, Director General, of EFPIA explains why pharmaceuticals need data to analyse people’s habits and drug intake, in order to innovate and develop newer and better drugs. He talks about the effect of the economic crisis on pharmaceuticals and analyses how the global pharma canvas is set. Of course we didn’t lose the chance to ask his opinion on Shkreli / Daraprim and the Golden Ticket concept (priority review voucher), the FDA offers to stimulate rare disease drug research and whether it could be implemented in Europe. Interviewed by Vicki Kolovou for Tech Talks Central.