Raising prices of drugs when they are used for certain indications or in particular groups of patients should be encouraged so that new personalised drugs can be developed, a new report has concluded. John Bell, regius professor of medicine at the University of Oxford and chairman of the report’s oversight committee, said, “Current pricing and reimbursement systems do not provide adequate incentives for the development of personalised medicines.“A new system of pricing needs to be developed that enables prices to be adjusted over time to reflect the increases in value.” For more details, go to: BMJ 2013; 347: f4549.