The many stakeholders of healthcare have different reasons to seek innovation. Value is what all comes down to.

“Patients, physicians, health systems, payers, and the diagnostics and pharmaceutical industries share interests in precision medicine, although such interests are not fully aligned. […]”

“There is a sweet spot where the interests of various stakeholders in the health care sector converge — it is the rigorous evaluation of efficacy, safety, and cost-effectiveness, all performed with an open mind about whether the tools of precision medicine provide value”.

Jameson, J. L. and D. L. Longo “Precision Medicine — Personalized, Problematic, and Promising.” New England Journal of Medicine. First published online on May 27, 2015.
http://www.nejm.org/doi/full/10.1056/NEJMsb1503104#t=article