Purchasing models for drugs, devices, medical supplies, and equipment are changing. Sophisticated buyers in the managed markets, retail, institutional, and even government markets are pushing for greater accountability and transparency from drug and biologics manufacturers, particularly in pricing. Further, buyers are demanding to see the value of healthcare and the improved health outcomes of patients. To their credit, pharma manufacturers understand the advantage in facilitating informed decision-making for partners and customers, thus, a growing conversion to openness. This openness is happening across multiple sectors as manufacturers focus more on delivering measurable value to customers.