you heard people on the first panel from scott gottlieb that if we are moving this direction of paymentstied more to the results of medical technologies, that good measures of the outcome associated with those technologies and the impact of those technologies. good outcomes are needed especially for long-term outcomes. you've heard on the last panel about how important it is to have this information in a way that is collected both efficiently and includes relevant measures both of outcomes and impacts on costs. that's something that reed was very passionate about. herve on the last panel emphasized the point about making sure that we're paying attention to individualization of these treatments and their use as well. so that creates a lot of challenges for measurement in bringing all of these kinds of reforms to bear as well as developing the evidence that can guide treatment decisions using a vast array of more personalized technologies more effectively. and that's what we want to focus on in this panel. how are we going about measuring the value of innovative technology, particularly on

scott gottlieb is resident fellow at the american enterprise institute and also a practicing physician. dr. freda lewis-hall is chief medical officer at pfizer and member of the board of governors for the patient-centered outcomes research institute, and dr. rob epstein is president of advanced clinical science and research and chief clinical research and development officer at medco health solutions. jerry, you've studied trends in innovation for a long time, maybe you could start. >> sure, happy to. and thanks for having me. i guess i could begin in the spirit of passover in asking why should the health care sector be different from all the other sectors of the economy? [laughter] that we don't really hear the electronics industry which is another interesting science-driven, innovation-laden part of the economy which has brought us enormous improvements over the last 20, 30 years with quality for all of close with an iphone, and we don't hear steve jobs going public and whining that the market is impairing his ability to innovate. so why are our two fields which have so much in commo

scott gottlieb is resident fellow at the american enterprise institute and also a practicing physicianr at pfizer and member of the board of governors for the patient-centered outcomes research institute, and dr. rob epstein is president of advanced clinical science and research and chief clinical research and development officer at medco health solutions. jerry, you've studied trends in innovation for a long time, maybe you could start. >> sure, happy to. and thanks for having me. i guess i could begin in the spirit of passover in asking why should the health care sector be different from all the other sectors of the economy? [laughter] that we don't really hear the electronics industry which is another interesting science-driven, innovation-laden part of the economy which has brought us enormous improvements over the last 20, 30 years with quality for all of close with an iphone, and we don't hear steve jobs going public and whining that the market is impairing his ability to innovate. so why are our two fields which have so much in common behaving so differently? is it possible to t