Health insurance markets predicted to fundamentally change

Aetna CEO Mark Bertolini is quoted as saying that the health insurance market of 2020 will be "a fundamentally different marketplace than today." Ominously, Mr. Bertolini said that "Advertising is the game." Mr. Bertolini's assumption seems to be that health insurance companies won't be able to differentiate themselves on product or cost.

It's a sad time for the consumers when companies no longer feel that they can differentiate themselves by offering a superior product or at least by offering superior value. Those advertising dollars mean higher overhead for the consumer without tangible benefit. Personally, it seems that health insurance companies have a long way to go before succumbing to the notion of being a pure commodity. For example, how about an effective and simple-to-use cost transparency tool that helps patients select which providers to visit? Or, what about policies that encourage healthier habits? There seem to be tremendous opportunities for innovation.