A disturbing new consumer poll published by NORC at the University of Chicago and the West Health Institute indicated that middle-aged Americans — late Baby Boomers and early Gen X-ers — are forgoing healthcare due to its rising, relative cost.

Nearly half of American healthcare consumers between the ages of 45-59 who were polled stated that they did not seek medical care last year when they were sick or injured. 30% indicated they had not filled prescriptions, or had taken less than the recommended dose, to save costs.

Social determinants of health (SDOH) like poverty and income insecurity remain significant barriers to care delivery and positive outcomes, according to the survey’s publishers.

Get the whole story and analysis here, from Forbes contributor Richard Eisenberg.