In the early 1990s, Professor David Price was tasked with reducing the high prescribing costs of inhaled steroids, a key component in asthma management, at a primary care center in Norwich. Despite an increase in inhaled steroid prescriptions, his real-life study showed a decrease in asthma patient admissions and overall costs compared to neighboring practices. This was a groundbreaking finding, as it demonstrated the cost-effectiveness of increased use of inhaled steroids in asthma management. Today, evidence-based guidelines for asthma management recommend inhaled steroids, and Professor Price went on to found the Observational and Pragmatic Research Institute (OPRI) to further real-life research. OPRI is now an internationally-recognized research institute providing real-life research solutions.