reflect the low rate of investment in risk reduction compared with curative health care. It might also reflect the continuing challenge of changing many risky behaviours. Relatively little funding for research on changing behaviours compared with new diagnostics and therapeutics might also be part of the explanation of the prevention paradox.23, 24 Changing behavioural risks could also require more than government action; harnessing the private sector to facilitate behavioural change might also be crucial.
