A pharmaceutical company faces a lot of changes in its industry that require it to be innovative. Being innovative will require the company to conduct a lot of Research and development. Research and development involves finding the cure of existing and emerging diseases while improving existing drugs to make them more effective. Innovations however come with their own challenges. Some of the challenges pharmaceuticals face includes operating in an industry that is among the most regulated, the traditional medicines and mode of treatment are becoming more and more ineffective, and the costs of doing business have been increasing with time.