The Trump administration may have dropped the drug rebate rule last year, but the American people haven’t given up their search for security.

Healthcare is a $3.5 trillion industry projected to balloon even more in the next decade and consumers are finally saying “enough is enough.” They’re speaking out against unsustainable costs and directing a sizable portion of their frustration toward the pharmaceutical industry. Eight in ten Americans now say prescription drug prices are “unreasonable,” as pharma scrambles to build a legislative firewall by putting significant sums of money behind candidates who will protect their interests.

As we move closer to the 2020 presidential election, the voices calling for change will only get louder. And as a result, the need to introduce new strategies to lower all healthcare costs will only become more critical.

This article was originally published on Forbes.com.