Experts have been warning the industry about the impending structural changes stemming from the increase in the total cost of health care, the rise of consumerism, generic entrants and improvements in health care information technology combined with a drop in innovation and R&D productivity. New Accenture analysis shows that the industry has passed the turning point in how the market will quantify the value of drugs.  Companies must redouble efforts to morph their business models to achieve high performance in this unfamiliar environment. Time is fast running out.