The trend: Consumers are finding it difficult to afford healthcare and are having to make tough choices as a result. Understanding how high costs affect health-related decisions will help healthcare and pharma marketers craft campaigns that resonate with consumers and build trust in their brands.

Key stat: 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.