The relationship between a clinician and a patient is an important factor in the quality of care that they receive. Here, Diana Lüftner, from the Humboldt University, Berlin, Germany explains how patients often feel when they learn that they will be prescribed a cheaper form of a drug. Prof. Lüftner tells us that the price of an agent doesn’t reflect on its quality. This interview was recorded at the 2017 European Society for Medical Oncology (ESMO) conference held in Madrid, Spain.