Lægemiddelindustrieforeningen Lif is a trade association that works for the researching Danish and foreign companies in Denmark. Lif’s vision is a healthier Denmark, where citizens and patients must have quick and equal access to the best prevention and treatment with medicines. This will create growth and prosperity and make Denmark more sustainable. Lif works to ensure that companies that develop and deliver new, innovative medicines have the best possible framework conditions, and that the industry is recognized as responsible and value-creating. Ida Sofie Jensen has been CEO of Lif since 2004, and before that she was hospital director of Herlev Hospital.