The quote suggests the idea of using clever discount strategies to reframe the perception of high health program costs. By offering discounts, the financial burden of health programs may not only appear less intimidating but could also be perceived positively—as a valuable investment or "hidden treasure." It implies that by providing more financially accessible health options, programs may become more appealing and beneficial to individuals who might otherwise view them as prohibitively expensive. Essentially, it's about marketing health programs in a way that highlights their value and accessibility rather than focusing on their cost.
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