We complain about highly priced medical bills. But when someone comes along with cheaper drugs, certain cognitive walls raise - Are they trustworthy? Can quality and cheap ever go hand in hand? Cheap is for the unaffordable. With these complexities at play, how then can our client, who deeply cares to serve all life without economic divisions, penetrate a section of the population who have excluded themselves with their cognitive walls? Do doctors share these walls as well? This was a very interesting project with a fantastic team of hustlers where we use our insights from decision research and strategised the way forward with our client.