Ever-increasing costs have kept the topic of healthcare coverage, reimbursement, and pricing in the spotlight. While innovators must be sensitive to the short-term goals of their investors, those “quick wins” in the development or regulatory phases may stymie the efficient attainment of long-term goals for favorable coverage and payment by public and commercial health insurers.  Value has become a buzzword, but what does it mean? And what does it mean to different audiences? While some feel the assessment of value is opaque and challenging, health insurers (buyers) believe that the message is clear enough but largely ignored because it doesn’t match what developers (sellers) want to hear.