You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract The Demographics of Health Care How Do Consumers Budget for Its Costs, and How Do They React When They Get Sick? By Matt Carmichael, Published on April 09, 2012 2 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.