A new report from Dublin, Ireland-based Research and Markets indicates that though the molecular targeted therapies (MTT) market hit $7.5 billion in 2005, by 2015 the market will rise to $25.2 billion. The forecast rise includes sales of drugs that are currently being marketed, with leaders including Genentech/Roches Rituxan, Herceptin and Avastin as well as Novartis Gleevec. According to the report, the trend in cancer treatment has been to embrace the inclusion of (MTT) into standard treatment regimens. Yet, the rise in cost of cancer treatment is viewed as unsustainable with growing pharmacoeconomic pressures challenging healthcare payers globally, according to the report. To address these challenges, developers must become more effective at communicating the value of their products, according to Research and Markets.