A 2011 National Institute of Health study forecast US expenditure for cancer treatments to increase from USD 124 billion in 2010 to close to USD 200 billion in 2020. These estimates are mainly driven by cancer demographics and longer survival rates resulting from better treatments. In the meantime, new drugs – and in particular, cancer immunotherapies – have dramatically changed the treatment landscape in several cancer indications. Significant improvements in clinical and patient outcomes are expected to translate into increased costs for healthcare systems and payers in general. These cost increases can be attributed to the treatments, which are more effective and thus, command higher prices. The increases could also potentially come from the combined use of drugs. It is no surprise, therefore, that countries that are traditionally at the forefront in terms of adopting innovative treatments are looking at different ways of pricing and funding cancer care. Technological innovation in digital health and gene testing provides exceptional opportunities for the design of pricing and reimbursement programs based on clinical outcomes and the tailoring of such programs to individual patient characteristics. Innovative pricing and reimbursement approaches in cancer care (as in other indications) can help re-allocate resources from less effective to more effective ones, thereby contributing to overall healthcare system sustainability. Within the context of innovative and traditional pricing approaches for cancer treatments, forethought access supports its clients in defining early-stage strategies, identifying complementary technologies, engaging with stakeholders and communicating to investor and payer audiences.