Transform or Perish: The Healthcare Sustainability Challenge
By Alexandra Loli, PhD | Business Partners, Jul-Aug, 2025

The global landscape is in constant flux, driven by relentless technological advances and shifting dynamics. Amid this evolution, the healthcare sector is experiencing a profound transformation, moving decisively away from conventional, status quo care. It is emerging not merely as a foundational systemic and strategic pillar but also as a powerful engine driving innovation, growth, and collaborative alliances. This attracts crucial investments and decisively guides the transition toward a contemporary, sustainable economic and business framework.

To fully realize the transformative potential of the healthcare industry, we must collectively ignite cross-industry synergies

The inherent characteristic of innovation within pharmaceutical companies—which fuels new therapies, breakthrough technologies, and the effective utilization of data—is now more relevant than ever across all industries. As architects of innovation, pharmaceutical companies are making substantial commitments by harnessing AI and investing significantly in R&D, digital tools, and clinical studies. Coupled with a profound sense of social responsibility and human-centricity, health innovators are presented with a unique opportunity to embody a broader mission: a mission to seamlessly merge medical science with technology, digitalization, and education, through robust partnerships. This ultimately powers and advances a healthcare system that is truly accessible, innovative, and future-focused.

This mission is not just aspirational; it functions as the vital bridge connecting scientific discovery with economic growth, entrepreneurial drive, and societal prosperity. To fully realize the transformative potential of the healthcare industry and to lead in shaping its strategic future, we must collectively ignite cross-industry synergies. These transformative connections are not theoretical or unidirectional. They are inherently interconnected, already generating powerful momentum, and are poised to accelerate our collective progress and evolution towards a healthier, more prosperous future.

Hospitals are built to heal, but today, they must do more than treat illness. They must navigate a world of rising climate risks, resource constraints, and widening health inequities. In this shifting landscape, one principle is proving indispensable: patient-centered care.

Sustainability used to sit in the basement of hospital strategy; today, it walks the wards

Healthcare professionals increasingly recognize that the value of medtech extends beyond clinical outcomes. It includes patient experience, environmental impact, and the longterm strength of the system itself. Delays, repeated procedures, and discomfort don’t just erode trust; they waste resources and increase emissions.

Medtech solutions that prioritize comfort, reduce inefficiencies, and ensure timely access are no longer optional; they are essential. Sustainability used to sit in the basement of hospital strategy; today, it walks the wards.

But sustainability must be structural, not symbolic. That means measuring what matters—carbon, waste and equity—alongside revenue. It means designing devices to be repaired and reused, not discarded. It means using digital tools to bring care to patients, not the other way around, shrinking carbon footprints while expanding access. Mobile diagnostics, remote training, and cloud support are closing the gap between expertise and the bedside.

Putting patients at the center is not just the right thing to do—it is the smart thing to do. It aligns clinical excellence with environmental responsibility and economic resilience. If health systems cannot heal the planet as well as the patient, they will lose the moral license and financial oxygen to operate. Those who lead with empathy and innovation will thrive. Those who don’t will be left behind.

Today, healthcare systems face a range of persistent challenges such as aging populations, geographical disparities in access, and a prevalence of lifestyle-related diseases that impact service quality, accessibility, and overall population health. In response, novel diagnostics testing solutions and digital health solutions—from e-prescribing and electronic health records to telemedicine and AI-powered diagnostics—are emerging as a promising avenue to overcome these obstacles along patient pathways—from diagnosis and treatment decisions to remote patient monitoring and management—and pave the way for a more resilient, equitable, and patient-centered healthcare future in Greece.

Collaboration is essential for efficient, resilient, and comprehensive health systems

However, our full contribution can only be realized when patients have access to the diagnostics solutions that they need. This creates a necessity for a national diagnostics strategy, as urged by the WHO Resolution on Strengthening Diagnostics Capacity.

To meet society’s needs and aspirations, collaboration is essential for efficient, resilient, and comprehensive health systems, and we need to be more effective in the way we engage with one another. At Roche Diagnostics Hellas, we are ready to work alongside all stakeholders in the healthcare ecosystem, as a trusted, innovative partner, to improve the integration of these tools into health systems worldwide, sustainably and affordably, helping them meet current and future challenges.

Together, we can unlock the full value of advanced diagnostics and help accelerate Greece’s transition to a more sustainable, patient-centered healthcare model.

In the 2013 film The Wolf of Wall Street, Leonardo DiCaprio famously says: “The only thing standing between you and your goal is the story you keep telling yourself as to why you can’t achieve it.”

Being unable to overcome barriers to sustainable pharmaceutical policy is not due to a lack of goals. Neither ideas nor consensus. It is, probably, due to a lack of faith. Faith, that such transformation can and will happen, if we just stop dismissing the various solutions as “not enough”, “too late”, “too unrealistic”, “too biased” and focus, instead, on what can be done and how. With patience and a plan. Because this is clearly not a case of an immediate reboot. Yet, it can be a case of a steady and fair restart.

We need a pathway to co-responsibility

Stakeholders from across the board agree that current levels of mandatory paybacks and their allocation amongst distribution channels are most positively unsustainable. And we need a pathway to co-responsibility. This pathway may be long, yet it has to start from somewhere and fast. It also has to be well defined, unfalteringly agreed upon, and fairly audited. With detailed actions at each step of the way and data that provides evidence for action and underpins task to time.

Can we all believe in that goal? Can we rise above that other story, the one all stakeholders may subconsciously be telling ourselves, that as regards sustainability, we are a lost cause?

This is the difficult challenge for us all, state and pharma industry. And as Ted Lasso would say: “Taking on a challenge is a lot like riding a horse. If you’re comfortable while you’re doing it, you’re probably doing it wrong”. Let’s all try to get as uncomfortable with ourselves as possible to make sustainable change in pharmaceutical policy happen.

Europe is undergoing a period of transformation, marked by political, social, economic and environmental challenges. In this setting, health is often taken for granted when we have it, but it’s truly the foundation of prosperity.

Better health is a strategic and worthwhile investment in our people and future. Better health calls for sustainable and resilient healthcare systems that move away from sick care, toward true healthcare. Putting emphasis on prevention and early diagnosis is imperative while ensuring access to innovative medicines is secured.

Better health is a strategic and worthwhile investment in our people and future

In Greece, the promise of fast and universal access to innovative medicines remains a challenge. Data from 2021-2024 indicate that only 75 out of 173 new medicines approved by the European Medicines Agency became available in Greece. On average, these medicines reached the Greek market two years after approval and over two months later than the EU average.

The root causes are both financial and structural. Greece’s pharmaceutical market, due to a long period of consistent underfunding, now faces a growing funding gap that exceeds €1 billion, along with the highest clawback rates in the EU. These excessive mandatory rebates, combined with fragmented budget channels, consistently discourage the introduction of innovative therapies in our country.

At the same time, the lack of bold structural reforms, such as enforceable, updated treatment protocols, mandatory digital health registries, prevention and early screening programs, and a smarter approach to evaluating the value—not just cost—of outcomes, has begun to clearly impact the Greek pharma sector.

We are at a critical juncture; balancing limited healthcare resources, growing healthcare system pressures, and rapid breakthroughs in pharmaceutical innovation is more urgent than ever. It is crucial to view health as a strategic asset, just like energy and other critical infrastructures that underpin our economies and societies.

Investing in health means investing in our wellbeing, our economy, our society and our collective future.

In Greece, as across Europe, healthcare systems are under increasing strain. Aging populations, chronic disease prevalence, and economic pressures are testing the limits of sustainability. What’s needed is not incremental change, but strategic transformation.

Bringing innovation to the system is only half the challenge—the other half is ensuring it reaches patients when and where they need it most

At Amgen Hellas, we see firsthand how innovation in areas such as cancer, cardiovascular disease, and serious immune and rare conditions can dramatically shift the trajectory of care. The key lies in identifying risk earlier, personalizing treatment, and integrating real-world data to guide decisions and improve outcomes.

But bringing innovation to the system is only half the challenge. The other half is ensuring it reaches patients when and where they need it most. This requires bold partnerships across public and private sectors that prioritize value, accelerate access, and embrace digital solutions that make healthcare more efficient and humane.

Sustainability is not just about cost—it’s about outcomes, equity, and resilience. Greece has the clinical expertise, policy momentum, and technological potential to lead in this space. What’s needed now is alignment: across institutions, sectors, and objectives.

As a company rooted in science and driven by purpose, all of us at Amgen Hellas are committed to advancing this agenda, collaborating to ensure that the breakthroughs of today become the standard of care for tomorrow.

At the crossroads of fiscal reality and escalating demand, Greece’s health system must transform—or accept gradual obsolescence. Futureproofing begins by redefining value: measurable outcomes per euro invested. Three strategic levers can deliver that value sustainably:

1. Data-driven prevention. Nationwide digital registries and real time pharmacovigilance will shift resources upstream, cutting avoidable admissions by double-digit percentages within five years.
2. Procurement reform. Moving from unit price tenders to multiyear, outcome based contracts will align incentives, stimulate local manufacturing, and stabilize budgets vital as EU Recovery Funds taper off.
3. Public-private convergence. Greece’s vibrant life sciences sector can co-design integrated care pathways, from telemonitoring for chronic disease to AI assisted diagnostics. Partnerships with academia and startups convert research into scalable services, anchoring talent at home.

Implementation demands governance discipline: clear accountability matrices, a single national interoperability standard, and fast-track HTA decisions within 90 days. These are not ambitions but prerequisites if we intend to safeguard universal access while honoring fiscal constraints.

Futureproofing begins by redefining value: measurable outcomes per euro invested

Transform or perish is not hyperbole; it is the binary our patients face. By committing to evidence, collaboration, and accountable leadership today, we can ensure the next generation inherits a health system that is resilient, inclusive, and proudly Greek.

Public healthcare procurement often focuses on fragmented gadget purchases rather than building sustainable programs. It focuses, one might say, on the wedding rather than the marriage.

According to the OECD, 20-40% of healthcare spending in member states is wasted. That’s why many countries are shifting to value-based care, starting with outcomes, then optimizing costs. So, how do we achieve better outcomes reliably and sustainably? What are we missing?

Healthcare systems need a technology-enabled ecosystem powered by innovation, education, and robust clinical support

Sustainability means passing the test of time and change. It demands a longterm view that weighs all upstream and downstream costs and benefits. It also calls for transparency: setting clear expectations, measuring results, and adjusting based on evidence. What gets measured gets done.

Healthcare systems don’t need more fancy equipment. They need a technology-enabled ecosystem powered by innovation, education, and robust clinical support so doctors and nurses can focus on what matters: their patients.

The state has the institutional muscle to manage longterm risks and unlock the agility of the private sector. Together, they can forge value partnerships—if they’re ready to commit to the long haul.

What defines a successful value partnership?

• Committing for at least 7–10 years
• Delivering better outcomes than today’s practice
• Continuously improving the outcomes/cost ratio
• Sharing risks wisely—public for stability, private for delivery
• Going all-inclusive—supporting clinicians with everything they need
• Tracking and reporting outcomes and service levels constantly
• Aligning money with impact—private invests upfront, public reimburses on results

Ultimately, it’s about people. Let’s give patients faster, better recoveries—and invest in what truly matters.

Our role as a company goes far beyond discovering, developing, and producing treatments for patients. We invest in the entire lifecycle of our medicines, from concept to market to post-prescription. We partner for innovation, and we work with healthcare systems and governments  across the globe to achieve the greatest impact and ensure that patients using our medicines understand them fully and use them correctly. This is the only way to guarantee that the treatments we produce provide the maximum benefit for the patients who need them.

Harnessing innovation through strategic partnerships and cutting-edge science to deliver lasting value for patients and society

At UCB, we focus on partnerships that produce knowledge to the benefit of society. We use collaborations to challenge the way we think and to find new ways to complement and inspire our internal research and development. We take part in public-private partnerships all over the world, looking for opportunities to deliver value to patients and make a positive contribution to society. We participate in a variety of longterm initiatives, ranging from accelerating discoveries and responsible data sharing to developing machine learning algorithms. And we also work toward a better understanding of disease mechanisms and pathogenesis, joining forces to develop models and identify biomarkers.

UCB Ventures, our evergreen strategic corporate venture fund, supports life sciences and technology startups, aiming to engage cutting-edge scientific innovation in areas adjacent to or beyond UCB’s main areas of focus. UCB also operates a digital incubator, which is focused on supporting and developing digital tools to complement our portfolio.

Our work with patient associations and clinicians, where necessary, is also particularly important as it enables us to provide the best support possible to patients and healthcare professionals throughout the entire course of treatment with medicines from UCB’s portfolio.

We are witnessing a new demographic reality. In just 30 years, one third of the Greek population will be over the age of 65, up from 23% today. As the population ages, chronic diseases will become increasingly common. Cardiovascular diseases (CVDs) particularly, the leading cause of death in aging populations, place a heavy burden on the healthcare system, both in terms of cost and resources.

To address this growing challenge and support healthier aging, we must fully harness the power of health data. Achieving this requires a robust strategic plan built around three key pillars: health promotion and prevention, early detection and timely intervention, and effective chronic disease management.

Used strategically, health data can drive innovation, improve efficiency, and support evidence-based policy and decision-making

Such an effort cannot succeed in isolation. It calls for coordinated collaboration among governments, industry, academia, healthcare professionals and patients to unlock the full potential of health data. When used strategically, much like clinical trials, health data can drive innovation, improve efficiency, and support evidence-based policy and decision-making.

At Novartis, in partnership with key institutions, we have conducted the PAVE study: an end-to-end roadmap that outlines the vision, priorities, and actions needed to harness the value of secondary health data use in Greece.

The time to act is now. Investing in data-driven solutions today is the key to building a healthier, more resilient and sustainable healthcare system for tomorrow.

The world is at a turning point. Aging populations, epidemiological transitions, acceleration in scientific research and technological innovation, a scarcity of healthcare personnel, rising health inequalities, and health complexities stemming from climate change threaten the sustainability of healthcare services and adversely affect citizens’ health and productivity. Europe is no exception as it faces mounting challenges in managing infectious diseases and chronic illnesses due to its aging population.

Collaboration among stakeholders is imperative to build a cohesive vaccination policy ensuring immunization access for all citizens

Prevention, centered around vaccination, is essential to address these challenges as vaccines protect before illness occurs, reducing disease incidence, hospitalizations, and healthcare costs while enhancing workforce productivity, family stability, and education outcomes.

Here in Greece, significant strides have been made. The National Vaccination Program is among the most competitive in Europe, with a broad spectrum of antigens, a designated vaccine budget, and an accelerated assessment and reimbursement process. Yet, to truly excel, these policies must be integrated into a cohesive National Vaccination Action Plan aligning with IA2030 goals and establishing a clear path to comprehensive immunization for every citizen on the basis of vaccination targets and registries utilization.

At GSK Greece, we firmly believe that prevention through vaccination, being a low-cost and high-impact investment with proven public health benefits, should be encouraged as part of building a robust life course vaccination action plan focused on adults. This approach is essential for maintaining social and economic stability as it ensures comprehensive immunization for all citizens and addresses the needs of adults and seniors alongside children.

Close collaboration among stakeholders—the state, institutional bodies, patients, the medical community, and the industry—is imperative, and we are committed to working with all parties to develop a cohesive and competitive vaccination policy for our country.

As we look to advance healthcare, especially in Greece, we must recognize health as a driver of prosperity, not a cost. The benefits of pharmaceutical innovation are undeniable, leading to increased productivity and significant cost savings, as evidenced by billions in economic gains and millions of healthy years added to patients’ lives across Europe.

Pharmaceutical companies, such as Roche, have also been important investors in the Greek healthcare system, both through the conduct of clinical trials as well as through patient support programs and public-private partnerships. Oikothen, a public-private partnership that prototyped decentralized care for cancer and multiple sclerosis patients, exemplifies how collaborative efforts can alleviate hospital burdens and enhance patient quality of life. The vital importance of clinical trials as a cornerstone of modern healthcare systems cannot be overstated, offering multiple benefits to patients, healthcare professionals and society at large.

The vital importance of clinical trials as a cornerstone of modern healthcare systems cannot be overstated

In Greece, we possess outstanding medical and scientific talent, and a political will to boost R&D. To fully unlock Greece’s potential as a benchmark for investments in life sciences, however, we need immediate, targeted interventions in pharmaceutical policy and strong financial incentives. We must cultivate an environment that recognizes the value of innovative medicines, ensuring rapid and sustainable patient access to treatments based on the societal benefits they offer. Equally important is the expansion and optimization of instruments such as the investment clawback, through a broader scope, an increased dedicated budget, and more inclusive criteria, to enhance Greece’s attractiveness as an investment destination.

By working together, improving processes, and consistently fostering an innovation-friendly environment, Greece can build a modern, competitive, and sustainable healthcare ecosystem, delivering longterm value to both the economy and society.

At Johnson & Johnson Innovative Medicine, we firmly acknowledge that the evolution toward patient-centered care is not only a pivotal necessity but a leadership imperative in addressing the sustainability challenges of today’s healthcare landscape. Embracing real-world evidence (RWE) and artificial intelligence (AI) is crucial to empowering patients and steering our healthcare systems toward a more sustainable future.

Patient-centered care not only enriches individual experiences but also strengthens the systemic sustainability of our organizations

Recent insights from McKinsey reveal that organizations harnessing RWE are uniquely positioned to significantly elevate patient outcomes and optimize care delivery. By analyzing data sourced beyond traditional clinical trials—including real-time health metrics and patient feedback—we can gain a profound understanding of our patients’ needs and preferences. This knowledge enables healthcare providers to create personalized treatment plans, fostering adherence and satisfaction.

Moreover, AI is proving to be a transformative force in reshaping patient interactions. By deploying AI-driven analytics, we can predict patient needs with remarkable precision, allowing for timely interventions and tailored support that enhance personalized treatment.

As innovators in healthcare, we must recognize that patient-centered care not only enriches individual experiences but also strengthens the systemic sustainability of our organizations. Engaging patients through shared decisionmaking cultivates informed choices, reduces unnecessary interventions, and optimizes resource utilization. Organizations focused on patient engagement witness improved recovery rates and reduced costs, paving an undeniable path toward a healthier population.

In conclusion, let’s lead this promising shift by integrating RWE and AI into the fabric of patient-centered care. By doing so, we will foster a resilient and responsive healthcare system that meets the evolving needs of individuals, promoting longterm health equity and driving sustainable change throughout our communities.