Consumers are finding it difficult to afford healthcare and are, therefore, making tough choices. Understanding how high costs affect health-related decisions will help healthcare and pharma marketers craft campaigns that resonate with consumers during such hard times. Here are four charts that highlight consumers’ financial hardships and offer ways for marketers to draw consumers to and build trust in their brands.

Concerns about high healthcare costs show no signs of abating

With November’s presidential election looming, 48% of registered voters said lowering out-of-pocket costs should be the government’s most important healthcare priority, per KFF Health Tracking Poll data. Persistent inflation and the high cost of prescription drugs and medical care have had a significant impact on consumer finances. Over two-thirds of US consumers (67%) said healthcare costs are a financial burden to them and their families, per a January 2024 West Health-Gallup survey. And nearly one-third (31%) are concerned about their ability to pay for prescription drugs in the next 12 months.