The document discusses value-based pricing (VBP) in healthcare, focusing on how to incorporate burden of illness (BOI), therapeutic innovation (TI), and end-of-life (EOL) considerations into pricing models. It presents a framework for adjusting cost per quality-adjusted life year (QALY) thresholds, supported by survey results from a UK online panel assessing societal preferences regarding these factors. The findings highlight the significance of QALYs, but also indicate that the effectiveness of BOI and TI in influencing pricing decisions is inconsistent.