Recent article I wrote for #MinnesotaPhysician about healthcare #underutilization and #overutilization:
https://www.mnphy.com/0523-cover-one-zeke-mckinney

TL;DR - business people design systems based around the perception that people behave based on financial costs, and this is often true. Healthcare is fairly divergent from that at least because cost is opaque and folks behave in lots of ways based on their health and their own goals.