Drug pricing. *Sigh.* We know, you’ve probably heard this mentioned 10 times today. Well, as a breath of fresh air, BIO has launched a new ad campaign advocating for the importance of biopharmaceutical innovation. The spin: these break-through, life-saving innovations help save lives and money. Yep, money. That, after all, is what’s driving the political and public debate. How does pharma’s innovation save money? By preventing multiple hospital visits and procedures for millions of patients. As Jim Greenwood, BIO’s President and CEO, put it, “The cheapest way to treat a disease is to cure it.” Well said, Jim. Do pricing decisions need a more holistic consideration? Duh, to put it technically. But if pricing should be viewed holistically – and it should – so should value.