| ||Columnist Michael Levin: Pepsico May be Our Guru on How to Reduce Behavior-based Healthcare Costs||
Michael D. Levin,
Health Business Strategies
Excluding environmental issues for the moment, US healthcare
costs are largely driven by treating preventable chronic diseases caused by
poor lifestyle choices in our aging population.
The strategy of wellness
coaching is being championed by certain thought leaders as a cure for our
financial woes. While there is certainly an important place for education,
coaching alone will not change the public behavior.
The BBC reported on April 6th the results of a
survey performed on 1000 adults. They found that "two thirds of people have not changed their
diet or lifestyle to reduce the risk of cancer.” Although 48% of women said they
“knew enough about cancer symptoms” and 45% of all surveyed reporting they had
“enough information on all of the four most common forms” of cancer, still more
than a third polled said “they tried to ignore cancer or hardly ever think
|| “They want more information,
but when they
they don’t do anything about it.”
Karol Sikora, Medical Director,
Of course, the vast majority would run to their doctor immediately
if they experienced signs of cancer. In this example, education alone clearly was
ineffective in changing behaviors and, by extension, was ineffective in
reducing future costs.
Professor Karol Sikora, medical director of
CancerPartnersUK, put it this way: “They want more information, but when they
get it they don’t do anything about it.”
Back on our side of the pond, the New England Journal of
Medicine article which argued that a 10% tax on soda and similar drinks could
cut consumption by 10% has Pepsico threatening the state of New York. The battle lines have been
drawn. Pending legislation which would place a state tax on sweetened beverages
prompted Pepsico to tell New York: if you do that, we’re pulling out of your
state and (horror of horrors) taking those jobs and tax revenues elsewhere. Pepsico is playing hardball!
Meantime, faced with a tax on soft drinks
in MNew York, Pepsico is threatening to pull
out of the
state. They know taxes, not
education, will reduce consumption.
Hmmm. Pepsico knows the truth: taxes, not education, reduces consumption.
I’ve long agreed with Pepsi – economics drives consumer
behaviors. Education informs, but does
produce meaningful behavior change. Education without economics will not, in my
view, reduce healthcare costs or meaningfully increase healthy choices in our population.
What do you think?
Michael D. Levin, Founder
Health Business Strategies
12042 SE Sunnyside Road
Clackamas, OR 97015
Comment: Levin's answer is in the current choices of our population. Yes, the number of "educational" messages in our culture from Pepsico and its ilk to consume their products is something like infinitely more than healthy eating messages. Yes, most people certainly have had not had the luxury of a personal health coach to assist them through lifestyle changes. Yes, it would be great if our medical system was actrually a healthcare system in which such life-change interventions were prioritized. Still, one has to believe that the message of diet and lifestyle as a contributor to health and disease has reached most people. Here we are, still awfully unhealthy, as a population, in our choices. I'm with Levin. Tax away. Besides, raising prices on unhealthy foods and drinks makes healthier fare more competitive.
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