Pursuing drugs for neglected diseases is not a traditional part of the pharmaceutical company portfolio. But Paul Herrling of Novartis finds that it brings welcome changes both within and outside the industry. The Novartis research facility in Singapore, focusing on dengue fever and tuberculosis, reflects a new approach from pharmaceuticals companies keen to show their soft side. Market forces have failed to generate the research needed for the development of drugs to treat rare or ‘orphan’ diseases in developing countries. In a Commentary, Novartis's head of corporate research argues that a new culture is emerging throughout the industry that recognizes a need to temper the commercial imperative with a social approach to developing drugs that will not generate high profits.