The Campaign for Sustainable Rx Pricing, a coalition of healthcare stakeholders, thinks that the rising cost of prescription drugs can be addressed through a series of market-based solutions that will strike a balance between preserving innovation and ensuring affordability. Its recently released plan outlines steps to increase transparency, competition, and value. We spoke to John Rother, executive director of the Campaign for Sustainable Rx Pricing, about the organization, its focus on market-based solutions, and what it will take to make them a reality.