Pharm Exec convened a roundtable discussion, moderated by Editorial Director William Looney, during the 2016 American Society of Clinical Oncology Annual Meeting, to examine a central question in cancer treatment today: in the evaluation of benefit to patients and society of a novel therapy, what should be the role/contribution of patientreported outcome (PRO) measures that incorporate insights from the real-life patient experience? PRO received close attention at ASCO, just as it is getting close attention from the Food and Drug Administration, the European Medicines Agency and other global regulators, as well as from industry, payers and patient advocates.