In a globalised world, the healthcare industry is struggling to respond to new challenges. Companies need to swim with the tide in order to face changes. Diversifying the target markets and identifying different distribution channels for each product are among the first steps that can be taken. Companies use both ‘direct-to-consumer’ and ‘direct-to-pharmacy’ strategies and often rely on external partners for manufacturing, selling and other services. Expansion in emerging markets demands attention, especially in relation to aspects such as the access to the local markets. Decisions about which phases of the supply chain shall be outsourced and the use of minimum standardisation processes aimed at simplifying cross-border sales are both elements to be considered. Is the industry ready to face the new issues in due time?