“…Consequently, these new medicines should command lower or similar prices to existing standards; or at best only limited increases versus existing standards based on HTA as well as key pricing and reimbursement considerations [4,5,21,41,72]. However, currently concerns with the definition of innovation and value, as well as issues of priority, unmet need and emotion, cloud such discussions and deliberations [63,[73][74][75][76]. This is a challenge for the future especially in Europe to maintain the ideals of equitable and comprehensive healthcare.…”