This article summarizes the second half of a presentation by Uday Bose, European marketing director for GlaxoSmithKline Oncology, in which he focuses on reform attempts within European countries and pharma's reactions, the benefits and perils of risk-sharing agreements and how pharma might best meet the challenges of the marketplace now and into the future. Also included are updates relating to these issues since the presentation was made. Topics include: Price Regulation and Innovation Risk sharing, pros, cons and possibilities Payer concerns Pharma concerns It's not just efficacy anymore