Before the COVID-19 pandemic captured the full attention of the media, drug pricing dominated headlines. However, COVID’s media distraction has not eliminated the issue of how to effectively manage the pricing of life-altering medications. At the same time, the complexity of day-to-day healthcare decision-making intensifies with innovative treatments with curative potential now a reality. These cutting-edge innovative treatment options, combined with the scrutiny on drug pricing, complicate the value determination process and access to new treatments.