Yes it is, at least, what is sold as 'healthcare' is. I live in Switzerland and I see the same happening here. For European standards, healthcare is crazily expensive. For example, when I want to buy paracetamol, I pay around 8 times as much as in my birth country, the Netherlands. The product, paracetamol, is exactly the same. What's more, many of the pharmaceutical companies that are producing it are based in Switzerland! The reason it costs this much more here is simply that people are willing to spend more money. And the healthcare industry is more than happy to absorb that demand.

isn't it? I know several people who opt to not carry healthcare insurance (since the penalty was dropped) because of the cost, but would carry if it were reasonably priced outside of the employer market.