In this fourth episode we have a conversation with Magda Chlebus, Executive Director, Science, Policy & Regulatory Affairs at EFPIA, exploring both her career and work in relation to health data, public private partnerships (IMI, IHI) and the importance of both to the Pharmaceutical Industry. EFPIA is the representative federation of R&D-based pharmaceutical companies, creating a collaborative environment for its members to innovate, discover, develop and deliver new therapies and vaccines for the people of Europe. More recently, via IMI2, Partners in Research was created to also include non-pharmaceutical partners of EFPIA, recognising the diverse nature of collaboration today. We start with exploring Magda's career, her current position leading the science and regulatory team, focusing on innovation policies and the regulatory process from development through to post-marketing authorisation of pharmaceutical products. Initially Magda started in public affairs in EFPIA, and points out that the reality we live in today for the pharmaceutical industry, started around 1995 with the creation of the European Medicines Agency, multiple legislation in clinical trials, paediatrics, patents, etc., with review of some of these, such as the pharmaceutial legislation review currently. The Innovative Medicines Initiative (IMI) was also set up with the European Commission, and EPFIA, for a unique public private partnership programme, which Magda has been a long term champion of, especially in moving the 'data agenda' forward. In the middle of the episode, we discuss the role of real world data from an EFPIA and pharmaceutical industry perspective, with evolving technologies and opportunities. Magda sees two key points for use of health data, in modernising the development of therapeutics, and in evaluating patient outcomes, with better delivery of care. We evaluate current developments, particularly moving from expert-led medicine, to evidence-based medicine, through to learning-based medicine. Later we discuss aspects of trust, trustworthiness and transparency of purpose for the Industry, using benchmarks such as EHDEN, or IMI2 H2O, or indeed EMA's DARWIN EU as concrete use cases across the R&D continuum, as well as initiatives such as DataSavesLives. Towards the end of the episode Magda outlines her vision for the next five years or so, with a dream that the various strategies and documents are realised and do not stay on paper, being a big win for all stakeholders.