Theoretically, marketing could help lower the price by increasing usage. As more of the product or service is used, the costs should decrease (buying in volume) and reduction of expenses. However, marketing is an overhead expense. If the marketing efforts fail to increase usage significantly, the marketing istelf could drive the cost of the product up.
Yes theoretically, marketing could reduce healthcare costs However we must consider other facts. According to the forbes magazine, our payment system is a fee for service type. So if we encourage people to use the fee for service system, we are encouraging doctors to do unnecessary procedures. That is why some people are proposed paying doctors by salary. Also many people do not have health insurance forcing them to go to emergency rooms and put the costs on us. Many people abuse medicaid also putting the costs on us.