The document summarizes the top 10 big ideas from the Next Gen Pharma conference in 2010. The ideas included: seeing Risk Evaluation and Mitigation Strategies (REMS) as a marketing opportunity; rebuilding trust in the pharmaceutical industry; pressures on the limited time physicians have with patients in exam rooms; digital advertising metrics being more effective than originally thought; growth in digital health and mobile device usage by physicians; using data to create customized concierge-style sales and marketing approaches; the scale of non-adherence to medication, especially for chronic conditions; and the need for multi-dimensional approaches beyond office visits to address non-adherence issues.