Adherence is a real challenge for the NHS and biopharma. It's not simply a case of patients remembering to take medicine that's an issue – it's the consequential effect upon NHS resources, and patients being able to achieve the outcomes that are associated with taking their medications. Biopharma needs to try and bridge this adherence gap through consistent and sustainable patient adherence strategies, responding to the individual motivations of each patient and understanding what factors affect patient adherence. If good patient adherence cannot be achieved, this will impact upon the collection of real world data required to make a compelling case to payers and clinicians to actually use their product. Payers and clinicians will be more inclined to go for an alternative product that comes with a real strength of real world evidence behind it – showing that it's clinically effective, cost effective, and can fit into existing NHS pathways.