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Access Health CT: Marketing Affordable Care 

Access Health CT: Marketing Affordable Care
Chapter:
Access Health CT: Marketing Affordable Care
Author(s):

John A. Quelch

and Michael Norris

DOI:
10.1093/med/9780190235123.003.0013
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date: 28 March 2020

Not only must consumers receive and respond to motivating messages, they must then be able to afford to take the actions required of them and be able to access the solutions. Barriers to adoption of innovations include the compatibility of the innovation with existing ways of doing things, the innovation’s complexity, communicability, relative advantage and the ease with which it can be tried.

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