When approaching community buy-in using the PHIM, two principles can be adopted to increase success. First, public health can learn from businesses’ success in creating demand. Businesses typically achieve success by identifying a pain and then addressing that pain in such a way that the public becomes enthusiastic enough about the solution that they are willing to pay for it. Public health relies heavily on the free distribution of services, regardless of demand. Although this is unsurprising, as populations served are often economically disadvantaged, generating solutions to health pains similar to private organizations can be implemented by public health organizations. While there is much debate globally concerning the efficacy of charging for preventive health services, particularly in lower and middle income countries, in some cases, underserved populations may not view free services as valuable (38) and charging small, reasonable fees for health services may not negatively affect demand (39, 40). While there are limitations to charging for health services and instances in which this is inappropriate, creating the kind of demand typical in the private sector should be attempted more frequently.