Under the pressure of overwhelming circumstances, constituted by the COVID-19 pandemic and subsequent isolation, a number of industries had to expedite their transition to new operating environment. Healthcare was no exception and transformation of the industry to principles of patient-focusing began in next to no time. The pharma business, solving the problems of quick and continuous access to drug treatment, has put patients interests as the foundation for adaptation of its business models. In the course of carrying out the project to ensure remote delivery of drugs, pharma companies have spared no effort to ensure continuity of the new service. An infrastructure was created that needed to comply with requirements established by the government of the Russian Federation to counter dishonest suppliers; drug labelling was introduced; special facilities were equipped for storage of reserved drugs, and courier departments were created. Right now, there is talk of switching to a system of drug reimbursement. Regardless of the reimbursement model chosen, it is already clear that the social role that the pharma business plays will increase, which will take it from the service provider category to the rank of a coequal partner. And in the event of successful cooperation between the government and business, there is an opportunity for carrying out new and even larger joint projects. How specifically can the pharma business help in implementing government social projects involving drug supply? Is the industry ready for increased social responsibility? Patient focus is one of the key trends in the medical industry in recent years. How can pharma companies promote its integration in the healthcare system? What patient support programmes have become noticeable on the global market? The essence of the pharma business is in providing socially significant services by supplying the population with drugs. Where is the line between business and charity? The COVID-19 epidemic demonstrated that given reduction of the regulatory load, national pharma companies are capable of fully satisfying the demand of the population for drug access. What is the potential today for statutory accommodation of negotiations processes between the regulators and business?