The development of affordable and long lasting treatments for cancer is being held back by a need to satisfy the ambitious commercial objectives of the pharmaceutical industry, which are often at odds with the needs of patients. This has led to exorbitant pricing for new drugs, a failure to invest in promising discoveries that have limited commercial benefits and a drip-feed of new drugs of marginal therapeutic benefit rather than genuine breakthroughs for patients.

The Dying for a Cure campaign has been set up to urge the UK Government to implement market reforms to tackle these failings in the system for developing new cancer treatments, so that investment is focused on maximising benefits for patients rather maximising profits.