Medical products companies are increasingly challenged to demonstrate the value of new products — in particular by payers who are demanding hard comparative economic and clinical value (ECV) data to justify premium pricing, price increases and sometimes just to maintain the status quo. On a global basis, government health authorities are increasingly requiring economic and clinical evidence as cost containment becomes a central issue. Individual physicians remain important, but the power of payers and organized provider groups to impact market access, product uptake and profitability is rapidly growing.