Sure, hospitals are huge targets for an obvious reason; patient data can easily be sold off or used for blackmail so it can be a rather nice payday for the hackers. But if they're not investing enough in security, they're certainly not alone. Big businesses often can't see the benefit of investing in cyber security either. Well, not until they get hacked anyway and then find out what it costs to recover from said hack. Along with the sheer dollar cost, there are a number of 'hidden' costs, not the least of which is the damage to their reputation which, when all is said and done, can end up being the most costly part of the intrusion. With all the hacks that have been in the news in the past few years, big businesses are starting to realize they need to invest in computer security but, by and large, many are way behind the curve on this.
But it's not just the big businesses that are at risk. More recently, hackers have been turning their attention to small and medium businesses. These tend to be easy targets as most of them can't afford any real type of computer security. As a result, they get hit with ransomware and either pony up the ransom or, sadly, go out of business.
Add to that the fact that modern-day hackers are much, much, MUCH more advanced than they were in the past and it's a recipe for disaster. The hacker only needs to be right once and they're in. And once they're in, they're pretty much free to do whatever they want. They can roam around your network, undetected, installing malware, exfiltrating data, or setting up a Command and Control server for later use. You name it, they can do it.
As for defending against intrusions, a firewall is just a small piece of the puzzle. Intrusion Prevention Systems, Intrusion Detection Systems, Web Application Firewalls, email scanners, endpoint security software (anti-malware, anti-spyware, host-based firewalls, etc) are but a few of the tools in a rather long list of what is needed to defend against modern computer security threats. Add to that the team of computer security experts required to put the tools in place, keep everything up-to-date, monitor for signs of possible intrusions or suspicious behavior, be on call 24/7 in order to respond security incidents, etc. and you can see where the costs can add up pretty quickly.
It's not trivial to protect computer infrastructure from the modern-day hacker groups. Not by any means. Even if you do all of the above and more and do everything right, all it takes is one careless user or a zero-day exploit and the hackers are in. And once that happens, all bets are off.
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