COVID-19 has accelerated many trends that were only starting to emerge in healthcare before 2020. It led to an inflection point, bringing in new opportunities and challenges in how pharma and medtech companies serve patients and other customers. Here, we set to explore COVID-19 not just as a unique event and implications specific to it, but more as the wider trends we anticipate playing out and how pharma and medtech companies need to prepare and invest to win in the future.