Historically, the sale of health insurance was done on a group basis with generous plans being offered to traditional corporate employees, union members or government employees. In the past the plan holder was a passive decision maker in the choice of health insurance coverage but as the definition of today’s work force changes, so too does the target audience for the sale of health insurance policies.
Independent consultants, freelancers, and small company employees do not fit the traditional group model, nor do those in transition. Even today’s traditional employee is being asked to pay higher premiums and with that, comes the demand for more education and more choice. Today’s plan holder takes an active role in the choice of health insurance coverage. Today’s plan holders are more than consumers; they are medical patients. Welcome to consumer driven healthcare!