In the pharmaceutical industry, there is always a desire to identify better synthesis pathways and technologies. Chemistry can be changed resulting in safer reactions, higher yields, better recyclability, etc. Also new technologies as for e.g. continuous flow reactors can be used allowing better heat transfer and better reaction efficiencies compared to batch reactors. It is these innovations that make green chemistry actually happen. However, according to the principle “you can only manage what you can measure”, also measuring methods are required for the evaluation of the innovative improvements. Many chemistry related measuring methods are available for the evaluation of the greenness, eco-efficiency or even sustainability of new developments. In this article, exergetic life cycle assessment is used on a real case from the pharmaceutical industry (three generations of Galantamine·HBr synthesis) to illustrate the importance of the continuous search for improved chemical processes and technologies and of using measuring methods in order to support, quantitatively, the decision making towards new, greener and more sustainable processes and technologies. From this case, it can be concluded that a reduction in the overall resource consumption can rise up to 41% by optimizing the first generation pathway by new chemistry and by a new technology, i.e. continuous flow reactors.