What price protects health? How cost shapes PrEP use among gay and bisexual men
# **How Much Would You Pay to Slash Your HIV Risk by 90%?**
## **The Study That Revealed the Hidden Cost of Prevention**
A groundbreaking study surveyed **612 gay and bisexual men** across New England to uncover how much they’d pay for **PrEP**—the once-daily pill proven to cut HIV transmission risk by **over 90%**. But instead of presenting a single price, researchers tested a range of monthly costs—**from free to $105**—and measured how willingness to pay shifted with each increase.
### **The Price Sensitivity Breakdown**
- **Every $10 increase reduced willingness to pay by 6%.**
- **A $1 hike lowered the odds of saying "yes" by 4%.**
- **At $40/month, 66% still agreed to pay.**
- **Below $20, nearly everyone was on board.**
### **Who’s Most Affected by Cost?**
For individuals earning under $75,000 a year, price sensitivity was twice as sharp. Each $10 jump reduced their willingness by 8%—a stark contrast to higher earners. For someone earning $30,000 annually, a $40 pill represents a far greater financial burden than it does for someone making $100,000.
Perceived Risk Drives Willingness to Pay
Those who believed they were at high risk of HIV were far more likely to open their wallets. Similarly, individuals who recognized an urgent need for PrEP were far more willing to cover the cost—even at higher prices.
The Bottom Line: Free is the Best Policy
The study’s conclusion is clear—even small fees deter adoption. If public health officials want to maximize PrEP uptake, the simplest solution may be to eliminate the cost entirely or keep it as close to zero as possible.
Because when it comes to prevention, hesitation can be the biggest risk of all.
