January 07, 2020

By Gonzalo López Martí - Creative director, etc. / lmmiami.com

  • There’s a fine line between mastering the art of healthcare marketing and unleashing an outbreak of hypochondria.
  • Or en epidemic of Munchhausen syndrome (google it, it is a pretty scary mental health condition).
  • Adding fuel to the fire is what we could call “the healthcare payment paradox”: the fact that, in most cases, patients do not pay for their treatments and prescriptions.
  • When it comes to healthcare in most developed countries, usually someone else foots the bill (at least psychologically): a health insurance company or the government.
  • Enter the open bar phenomenon.
  • The expense account illusion.
  • A consumer who, in his or her mind, is shopping with someone else’s money.
  • A marketer’s dream come true.
  • Problem is, why do we think healthcare is so prohibitively overpriced in the US of A?
  • Hey, healthcare is a right, right?
  • Of course.
  • No one can stop you from seeking the care you want or need.
  • Which doesn’t mean that you “deserve it”.
  • Let alone free of charge.
  • This might be the big conundrum of modern civilization: the equivocal difference between having the right to something versus being entitled to it.
  • The growing pressure of the freeloading class.
  • Sigmund Freud advised his fellow therapists to never treat a patient for free if they want their services to be taken seriously.
  • You get what you pay for.
  • Either out-of-pocket, through a monthly insurance premium or through taxation.
  • On a related note, Spain’s 2019 life expectancy became the highest in the world: a few months short of 86 years.
  • Runners up: Japan, Italy and Portugal.
  • One big reason: Spain’s acclaimed public healthcare system.
  • Public as in free of charge for everyone.
  • (Other alleged reasons seem to be related to the tight-knit nature of Spanish families: emotional stability seems to boost one’s health and longevity).
  • The problem: public healthcare is a serious burden for taxpayers.
  • It seems to be prone to waste.
  • Once again: the open bar syndrome.
  • People go to the doctor for a casual chat and hoard in their bathroom cabinets a bunch of free medicines they don’t need.

You can read Part 1 CLICK HERE.



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