Editorial: new horizons in health-promoting: from methods to implementation science

New technologies with the potential to improve population health are being continually introduced through research and innovation. To improve care with available resources, it is necessary to promote the most cost-effective technologies, respecting organizational, social and ethical issues. This can be a concern in recent years with the growth in pharmaceutical expenditure being driven by new medicines for complex diseases, including cancer and orphan diseases, often though with limited health gain (Cohen, 2017; Luzzatto et al., 2018; Moreira et al., 2021; Godman et al., 2021c). This calls for greater evidence-based approaches to healthcare especially in countries with universal healthcare systems faced with rising costs and continued unmet need (Camargo et al., 2016; Fulone et al., 2016; Godman et al., 2021b).