Lieven Annemans is Senior Full Professor of Health Economics at the Faculty of medicine at Ghent University, Belgium. He is Past-President of ISPOR (the International Society of PharmacoEconomics and Outcomes Research), was during 8 years chairman of the Flemish health council, and is currently chairman of the Flemish Committee for Societal Revival. He conducts health economics research since more than 25 years, specialising in Health Technology Assessment (HTA). Since 6 years he also conducts research on happinness among the general population and among patients. He is (co-)author of > 300 scientific papers in peer-reviewed journals and published four books on health economics, among which ‘Health economics for non-economists’ (Pelckmans Pro, 2018).