It starts with a diagnosis. Not just any diagnosis. The one. The kind that sends a chill down your spine and forces your life into two parts: before and after. For many, cancer is that diagnosis. And when it strikes, it changes everything—priorities, plans, and the value we place on time. On life. On hope.

Now imagine there's a new way out. Not a guarantee. But a chance. A second one. Powered by mRNA technology.

The mRNA Revolution
Back in 2020, most of us had never heard of mRNA. It sounded like something tucked deep inside a biology textbook. Then came COVID-19. And suddenly, it was everywhere. Pfizer. Moderna. Vaccines rolled out at an unprecedented speed. Lives were saved. The world took notice.

But mRNA didn’t stop there. Nope.

Today, it’s stepping into a new arena—cancer. This time, it’s not about preventing disease. It’s about fighting back. Think: personalized vaccines. Ones that train your immune system to seek out and destroy tumors. Sounds futuristic? It's already in clinical trials.

Moderna’s teaming up with Merck. BioNTech is pushing forward too. Melanoma, lung cancer, colorectal, breast... the pipeline is buzzing. And the results? Encouraging. Some studies show nearly 44% improvement in recurrence-free survival. Not bad for a technology barely mainstream five years ago.

Curious? So were we at Susa Labs. Which led us to ask: what are people actually willing to pay for this kind of hope?

Putting a Price Tag on Hope
That’s what this study explored—willingness to pay (WTP) for mRNA-based cancer therapies. A bit controversial? Maybe. But essential. Because healthcare decisions aren’t made in a vacuum. Especially not in public systems. Someone has to foot the bill.

We surveyed over 500 Israeli adults. Asked them what they’d pay—out of pocket—for a hypothetical mRNA cancer treatment. Not in theory. In numbers. Ranging from ILS 20,000 to half a million (roughly $6,000 to $150,000 USD). The treatment offered improved five-year survival: from 20% to 40% or even 60%. A solid bump. But not a miracle.

And the responses? Eye-opening.

What We Found
The average WTP: about ILS 65,000. Median? ILS 20,000. That’s nearly double Israel’s per-capita healthcare spending. So yeah, people are serious about this.

A few things stood out:

Income matters. No surprise. Wealthier folks were willing to pay more.

Education counts. Especially academic backgrounds—they boosted WTP slightly.

Cancer hits home. Those who had cancer—or knew someone who did—tended to value the treatment more. A personal connection changes things.

Innovation excites. Over 75% of people expressed positive views on medical innovation. And more than half were open to trying new tech. The kind Susa Labs works with every day. We love that energy.

Now here’s something unexpected.

Even people who described themselves as cautious (regular check-ups, non-smokers, the works) were still willing to pay. Why? Because when it comes to treatment, risk feels... different. Maybe it’s the desperation. Or just faith in science.

Also, about 40% of respondents had heard of mRNA tech before. That familiarity? It helped. Made them more open to the idea. More likely to put a price on it.

Limitations, But Not Dealbreakers
Okay, let’s be real.

It’s a hypothetical study. People say things in surveys that they might not do in real life. Especially when asked about big money. So yes, take it with a grain of salt.

Also, cultural context matters. Israel’s health system is different. Universal. So maybe people felt more secure giving higher numbers. That might not fly in, say, the U.S., where out-of-pocket costs hit harder.

Still, the study gives us something priceless: a window into how people think. How they value life. And second chances.

Implications for the Future
So what does this mean? For pharma? For policymakers? For people?

Flexible pricing. Pharma companies could use WTP data to adjust pricing based on income or region. Makes sense, right?

Insurance decisions. When deciding whether to cover a new therapy, insurers could look beyond cold cost-effectiveness. What if WTP was part of the equation?

Public messaging. Highlighting innovation and survival gains might drive acceptance. It works for vaccines. Why not cancer?

And here’s the big one—access.

If we want these treatments to succeed, we can’t leave anyone behind. Especially not lower-income patients. Programs need to step up. Whether through public funding, cost-sharing, or risk-pooling. Everyone deserves a shot.

At Susa Labs, we believe in pushing boundaries. We’re watching mRNA closely. Not just for what it can do, but for how it reshapes people’s expectations. Their values. Their hope.

Explore our work in AI-powered biotech innovation here.

A Broader Lens
This isn’t just about cancer. Or mRNA. It’s about how we assign value to health. To survival. To time.

And let’s not forget—the numbers in this study were pretty optimistic. People gave high estimates. Maybe they won’t pay that much when it gets real. Or maybe... they’ll pay more.

Because when you’re standing at the edge—when you’re counting months instead of years—what’s the price of another chance?

That’s the question mRNA is forcing us to ask.

And it’s one we’ll be answering for years to come.