The dawn of the Relationship Era of marketing is marked by the end of the Consumer Era, where advertising messages were aimed to persuade or influence consumers to act in a certain way. Such messaging has ceased to have the impact and relevance it did for so long. There are obvious obstacles for pharma to embrace the Relationship Era. The largest of these -- trust. And, if this is the most important asset for this era, pharma is beginning in a deep hole. The other problem is structural. The industry has lost the trust of clinicians, regulators and the public. It's time to get that back, and there is only one way to do so: change your relationships across the board. Pharma, heal thyself.