In 2017, healthcare in the United States was regulated by the Affordable Care Act (ACA). The ACA mandated all individuals to have health insurance or pay a penalty. While millions of people across the United States gained health insurance as a result of the ACA, the insurance market in many states was tenuous. Further, many Americans viewed the ACA as an unnecessary government intrusion on individual rights.

In the context of a fictional US state, this case explores the factors that contributed to the failure of the healthcare market. It explores new insights derived from behavioural economics to increase consumer choice, boost coverage, and lower overall costs of healthcare.

Co-authored with Karen Croxson