Tuesday, July 21, 2009

I learned in sales that 'cost' is usually not a real objection to overcome, that while there are some people who just don't have X amount of money, most of the people who claim something is too expensive are really saying the value of the product isn't commensurate with the price they're being asked to pay.

And I reckon the same holds for those who responded that 'cost' is the biggest health care problem facing the nation today.

People know a lot of money is spent on health care, they know what they're paying for premium contributions and co-pays and for stuff that ain't covered under their insurance. And they've all seen stories about hundred thousand bills to deal with this medical problem or cure that disease.

And they just don't think it is right that it ought to cost that much for the results they're getting. It isn't that they're generally unhappy with the results (the poll shows that only 10% think quality of care is the biggest problem), people generally think that doctors and hospitals do a better than decent job. They just don't know why it costs them $80 for a prescription or why their doctor charges $300+ for an office visit or why it costs thousands of dollars for a trip to the emergency room... especially when not so long ago it didn't cost anywhere near that much.

And when someone can't connect the price of something to the value of the services being provided, then unless we're talking negligible amounts of money (which we're not), then the default position is to think that something costs too much.