Public debate about medicines in the UK is often reduced to a single question: how much do they cost? While price matters, this narrow framing misses the real issue – and makes better decisions harder.

Medicines pricing often dominates the conversation about the pharmaceutical industry, shaping public perception and influencing trust. Yet much of the sector’s real contribution, to patients, the NHS, and system sustainability, sits beyond price and is less visible in everyday debate. Making that wider value clear, credible, and relevant is an ongoing challenge. How can we, as communicators, help make pharma’s value beyond pricing more visible and better understood?