Reaching the masses is the true challenge for healthcare and thus also indirectly for the pharmaceutical industry. A recent study from the Centre for Behaviour and Evolution at the University of Newcastle shows that there are marked socioeconomic gradients in health behavior.
The greater exposure of poor people to unavoidable harms engenders a disinvestment in health behavior, resulting in a final inequality in health outcomes. In order to reach these groups, both policy makers and health-care businesses might need to rethink practice and approaches radically.
