Assigning drug values in the US market, where choice is a primary driver, has never been simple. In Vivo examines the complexities of assigning drug values, the methods used by ICER (Institute for Clinical and Economic Review) to assign such values, and the shortcomings of these methods in this thought-provoking article from In Vivo, which also posits alternative solutions to the ever-present US drug valuation challenge, and presents a multi-step plan for correcting the issue once and for all.