Campaigners are calling on pharmaceutical company Roche to cut the price of a pioneering new breast cancer treatment amid indications the NHS drugs watchdog is set to reject its use on the service on cost grounds. NICE said the £90,000 cost of trastuzumab emtansine is not justifiable. Sir Andrew Dillon, NICE Chief Executive, said: “We had hoped that Roche would have recognised the challenge the NHS faces in managing the adoption of expensive new treatments by reducing the cost of Kadcyla to the NHS.”