Ian Shemilt Senior Research Associate, School of Medicine, Health Policy and Practice, University of East Anglia, Norwich, UKMiranda MugfordProfessor of Health Economics, School of Medicine, Health Policy and Practice, University of East Anglia, Norwich, UKLuke ValeProfessor of Health Technology Assessment, Health Economics Research Unit and Health Services Research Unit, University of Aberdeen, Aberdeen, UKKevin MarshHead of Economic Evaluation, Matrix Knowledge Group, London, UKCam DonaldsonYunus Chair in Social Business and Health, NIHR Senior Investigator, Glasgow Caledonian University, Glasgow, UK