Patients with cancer are unique, but our current system is largely 'one size fits all', using treatment protocols based on a select group of patients. Personalized medicine holds the potential to truly transform treatment and patient-driven care, yet the current evidence base for cancer care is not designed to support individualized and value-based care. The panel will lead a discussion of the next generation evidence derived from real-world clinical and patient-reported outcomes, integrating quality of life and economic outcomes. This new information is required to support the type of patient-centric model of cancer care that health care reform demands and cancer patient groups advocate.