Is there a need for a paradigm shift in the pharmaceutical industry? Many researchers think so and take as examples the eroding corporate reputation, a regulatory environment that is harsher than ever, and the request for cheaper drugs from patient organizations and authorities. Process R&D, which interfaces medicinal chemistry and production, has taken on this challenge by increasing the delivery focus early on to ensure timely availability of desired compounds. The quest for lower costs of goods has forced the design of best synthetic routes that, given the molecular complexity, often lead to catalytic methodologies. Applying these methodologies will enable not only the cost element, but also the increasingly important aspects of environmental friendliness, and atom and stage efficiency, to be addressed.