Macromarketers need to critically examine the provision of medical services in the United States. American health care is based on a competitive business model but in reality is an oligopoly defying consumer sovereignty. Medical expenditures are the highest of any major industrialized country, despite the fact that some 45 million Americans do not have health coverage. Insurance companies are very profitable and some physicians act like entrepreneurs more occupied with making money than in serving their patients. This system does not need to be improved a small piece at a time but should be totally revamped. Otherwise, the outlook for the future of the American health care is very bleak.
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