In October 2007, Janssen-Cilag proposed the UK National Health Service to refund costs for Velcade® (bortezomib) in patients whose tumors do not shrunk sufficiently after a specified treatment period. The article suggests that this radical pricing approach indicate the necessity on the part of the pharma industry to introduce new pay-for-performance strategies. The price deals tied to individual drugs facilitate the early controlled launch of innovative products, which would also reduce the costs and time of phase 3 trials.