Demand Curb
The economic behavior of the medical consumer is really just starting to be understood, but it seems like somethings would be obvious.
Yahoo! News: As Costs of Drugs Shift to Consumers, Spending Drops. by Amanda Gardner, HealthDay Reporter, 2007-Jul-3
"Prescription drugs are just like apples or breakfast cereal. When they increase in price, patients use less of them, and that's true even of patients who have chronic illnesses," said Dana Goldman, lead author of a study appearing in the July 4 issue of the Journal of the American Medical Association.