Marketing is always the art of differentiating products in such a way that the benefits are apparent to customers. HTA assessments formalise the value assessment of innovations since more than twenty years. But there is still a long way to go to integrate all clinical and real life evidence to demonstrate "value for money" to payers. Big data driven approaches to capture value data is one novel way to enrich Health Technology Assessment dossiers to improve the odds of a holistic presentation of all relevant data.