Oct 20
The Ultimate Value Proposition
Denver resident Carolyn Hobbs was dealing with the slow, steady advances of her diagnosed lung cancer when she took the opportunity to try a new biotechnology product designed to slow spread of the disease. Waiting for her second treatment in the doctor’s office, someone from the accounting department came out to tell her that her share of the treatment would be $18,000.
As a mother of three grown children, she had lived with frugality all her adult life. Maybe this new drug, Erbitux, could extend her life by a small fraction, but she wouldn’t be cured. She declined treatment.
“She was just very frugal, and she said it wasn’t worth it,” her husband Larry remembers.
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