At the peak of the crisis, over-stretched healthcare organisations are battling to save lives and control infection rates, while also protecting their frontline staff. Less prominent is the seismic impact that COVID-19 is having on the regular day-to-day operations of the pharma industry. With so much time and resources being allocated to the pandemic, every aspect of the pharma value chain from manufacturing to sales and marketing is having to adapt. The reality is that working practices across the industry may never be the same again. But as the coronavirus pandemic requires social distancing and a rapid search for a vaccine, it could finally be the trigger that forces a traditionally risk-averse industry beholden to legacy systems, regulation and compliance to fully embrace new technology. This discussion will bring perspective on real world examples of how different organizations reacted during these difficult times and how global pharma organizations are embracing the transformation to enhance the experience during this crisis.