"improving our lifestyles and environments would be more realistic in the short term"
Unfortunately not realistic but it would be very desirable. For some reason it's accepted that people live very unhealthy lives and have big medical expenses but it's not accepted to change things like exercise and eating habits which would be very cheap and simple.
From the aspect of what would happen first, this would be more realistic than getting more companies on board for curing and preventing vs maintaining.
Having a regional or even global movement for healthier lifestyles would be easier done than convincing shareholders to make less money. Sad, but true.
Unfortunately not realistic but it would be very desirable. For some reason it's accepted that people live very unhealthy lives and have big medical expenses but it's not accepted to change things like exercise and eating habits which would be very cheap and simple.