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Why the US healthcare works the way it does, and how that affects marketing
24 May 2021
Why the US healthcare works the way it does, and how that affects marketing
Driving innovation DTC, prescription products Pharma & healthcare (general)

The US healthcare category can be baffling to outsiders, because it favors innovation over access; the focus on innovation means that healthcare is one of the US’ biggest ad categories.

Why it matters

Understanding the incentives behind the US healthcare system is key to understanding how marketing plays such a big role in this category.

Takeaways

  • Competition is at the heart of the American healthcare system by design, and the American affinity for competition explains why the US can land a rover on Mars but ranks last among peer nations for Healthcare Access and Quality (HAQ).
  • In much...

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