Regardless of the product or services being purchased, one thing is clear—no one likes to pay for something that doesn’t work. The industry can no longer hide behind its “uniqueness” to deflect attention from the important debate regarding the value of its services. The traditional arguments offered about the complexity of healthcare services can no longer insulate the industry from scrutiny. The rising cost of healthcare services coupled with increasing copays is causing patients to question the value of what they are getting. The patient perspective of value is particularly important now, as patients are responsible for more and more of the costs of their care.