OBJECTIVES: The importance given to different domains of decisions differ by markets around the world. The research is aimed to analyse how perspectives on value assessment of pharmaceuticals or device interventions vary across markets and how it is likely to be implemented in the United Kingdom. The research also analysed how products at launch increase the chances of approval, shorten time to reimbursement and remain competitive within the value based pricing agenda. METHODS:  The research was conducted through indepth secondary research and interviews with stakeholders in the United Kingdom and selected markets (Australia, Sweden and The Netherlands) RESULTS:  The research indicated that most countries, other than those that use international price referencing for setting prices use some form of value assessment method before fixing the reimbursement level and price of the product. The decisions are predominantly based on level of unmet needs, severity of diseases, level of innovation, clinical differentiation of the new product against its comparators and how well the product finds it natural place in the treatment pathway. Many forward regions claim to use value based assessments to set the price of new launches, most operate within boundaries. In principal value based pricing should not be fenced with limitations such as cost/QaLY thresholds, budget impact and price-volume agreements. In real life, however, financial impact becomes one of the key influencing factors and is expected to dominate in the near future too. CONCLUSIONS: It is difficult to assess the true value of a product at launch and it is difficult for both, the health authorities who have limited budgets and pharmaceutical industry which spends enormous amounts to bring products to market. VBP, however, could be the most suitable solution for the UK. If successful international markets may adopt it or refer to UK recommendations on new launches for their respective decisions.