In order to beter understand where a new product will fit in a certain disease we must have a clear view on how patients are currently being treated, what the limitations are and efficiency and efficacy gain can be reached. Today patients are treated with both conventional, “old” therapies but tomorrow tailored medicine, individualized treatment will become key. Combination therapy, sequencing, therapy prioritazation based on specific patient needs and treatment characteristics will be key and help patients overcome their disease. In our approach we will therefore stress the importance of critical review of current standard of care and find new ways of treating patients. A clear understanding of the whole picture is therefore of fundamental importance.