Ms. CHRISTOPHER: Now, that question has many dimensions, and quality is certainly a key factor, and we forget that.

NPR: Examining the Future of Medicare

The overall index score was determined by performance in 26 image attributes across five key association dimensions: Value System, Quality of Life, Good for Business, Heritage and Culture, and Tourism.

FORBES: Switzerland Tops Ranking of 25 Best Country Brands

Not surprisingly, somewhere along the way, people stopped shopping for health care, at least on any dimensions related to price (they still cared deeply about quality).

FORBES: The Road Not Taken: Free Market Health Care