That's not exactly true. This sentence only covers fro value generating products, not cost saving products.
It's easier to sell cost saving product, but the profit margins on those are much lower. As an example in the article - the product is a cost saving product, but the cost it saves is very small.(Finding the right headache medicine is once in a lifetime $1 investment for most, or even less)
When it comes to value generating products - that is where you need someone who can sell their own idea of value to the masses. That is where this sentence starts to make sense.
It's just that I am not sure this random startup guy and his four doctor friends are such a genie.
You're also forgetting that medication is almost exclusively a cost issue. Unless you are taking performance enhancing products - other medication is a cost to getting to your "normal". (Even antidepressants exist to get you to a baseline mental state, not to give you extra - that's performance enhancing drugs)
You already give your doctor that $100 and they literally do the research... and other than getting a better doctor, you will not get any better tool.
But back to the reason for the product and it's very clear where the idea came from. Identifying what painkiller you prefer isn't a constant issue neither it is of great value to the vast majority.
You need a product that is powerful enough to give you the leverage to change deep-seated bits of human psychology.
Henry Ford knew how to do this. So did Jobs.
$0.02. I don't want to discourage anyone from building something and making money on it; just adding on to your comment.
We have. It's the free market.