Real-World Evidence (RWE) has become a crucial component in healthcare decision-making, influencing health technology assessments (HTA) and medical practices across the globe. Despite its importance, the utilisation of RWE faces several challenges that impede its full potential. In this article CELforPharma faculty member Prof. Dr. Thomas Wilke, from the Generating RWE for Optimising Market/Patient Access course, explores the typical challenges associated with RWE and outlines potential solutions to enhance its strategic value and application.