Philip Poortmans, MD, PhD, President of the European CanCer Organisation (ECCO), discusses the main aims of the ECCO-Collaboration for Oncology Data in Europe (CODE) project report, ‘Understanding Pragmatic Outcome Measures in Oncology’, highlighting its importance for implementing outcomes-based approaches to cancer treatment, while evaluating what is most valuable to patients. Prof. Poortmans also explores the challenges associated with its implentation in Europe. This video was recorded at the European Society for Medical Oncology (ESMO) 2018 Congress, in Munich, Germany.