Challenging the Diagnosis

Published 12 August 2026

Author(s): Gabriel de Paula

Listen to the evidence

“It is a capital mistake to theorise before one has data. Insensibly one begins to twist facts to suit theories, instead of theories to suit facts.” Sherlock Holmes knew a thing or two about the importance of hard evidence. In the event of his sleuthing career not taking off, he could have made a good living as a pharma consultant.

If launching drugs was like solving a murder mystery, Detective Pharma would decide the butler did it before the investigation had opened, then quietly ignore the fact the poor chap was on holiday in the Maldives at the time.

Our industry is notorious for backing flawed strategies in the face of overwhelming evidence that we should change course. Ask an expert why and they’ll tell you the obvious: siloes prevent effective communication; long lead times mean immovable ‘milestones’ that make it impossible to pivot; and, naturally, the constant, overbearing compliance burden.