Over the last decade, the prices of new medicines have increased dramatically, raising a major challenge for health systems and stressing the divergent values which underlie business and medicine [1]. As a matter of fact, nowadays too many new drugs have been launched with untenable prices even in high-income countries, and the negotiation of sky-high prices is considered a crucial goal for the multinational pharmaceutical industry to maximize worldwide profits and push up the value of stocks and shares [2].
