This article talks about threats to the market equilibrium in healthcare where strategic market planning has been a challenge due to the constant change and internal and external factors involved (Huffman, 2011). Some of these factors are predictable, such as chronic illness and aging, and shape the majority of private health care industry strategic thinking, however, these changes do not threaten the true market equilibrium (Huffman, 2011). It is the unpredictable market threats, resulting in big costs to consumers and providers which cause a ripple effect across the health care industry (Huffman, 2011). Unpredictable market threats may include a recalled medicine or unanticipated side effect of a popular drug, such as
