Today’s health insurers have a contradictory mandate – to provide competitive service to their clients in the face of escalating healthcare costs while continuing to maximize profits for shareholders. Historically, health insurers have sought to gain market share and drive profits through avariety of cost‐control strategies, including service coverage management, networks of approved practitioners, and administrative cutbacks. While each strategy has been successful in its own right, these methods failed to address the issue of rapidly rising healthcare costs that threatens to topple the existing health insurance model
