Studies of a drug's effectiveness and safety don’t end with clinical trials – they extend beyond market access when the true value of a drug is demonstrated in a real-world setting. Based on this information, factors such as availability, pricing, and reimbursement are adjusted. To study the actual worth of a treatment, we require real-world data (RWD) from a large and diverse patient population. By actively sharing this information with stakeholders, we can fuel further research and innovation, and even help to inform decision-making on a population level. But in order to unlock the full potential of our patient data, all members of the ecosystem have to work together.