"what consumers are willing to pay" is intermediated through health insurance companies, whose policy premiums have skyrocketed in the US in the last few decad

"what consumers are willing to pay" is intermediated through health insurance companies, whose policy premiums have skyrocketed in the US in the last few decades. Before relatively recently, most US medication consumers didn't understand that rising drug prices were a factor in the rise of their health insurance premiums. Now they are catching on to that, which is why it is becoming a politically important issue.