I was walking with colleagues debating the merits of the latest round of healthcare payment reforms when we came across the ultimate symbol of American entrepreneurialism. A young girl had set up a lemonade stand with a sign marketing 25 cents a cup.
“I’ll take one” I declared and was impressed with how confidently the young entrepreneur announced my total. As I settled my tab my colleague stated that he too would like a cup of lemonade and was willing to pay 30 cents. Except, he would pay half now and the other half would arrive after the cup was emptied, assuming a list of 8 pre-determined criteria were met. Before he could finish explaining the 30 possible criteria from which she could choose, the third companion announced his thirst. He would buy lemonade for two of the three of us! For this, he would offer a dollar. The catch was that two of us would receive all the lemonade we required for this flat rate. She eyed each of us up and down carefully, gauging our potential lemonade intake and asked which two were to be covered? To which my colleague answered, “you will not know until you sign the contract.”
Consumers know that their primary care doctors don’t talk to their specialists, who don’t talk to their pharmacists, who don’t talk to their insurance providers. The rise of consumerism in healthcare may be in its infancy, but according to research recently released by Xerox, a full 64% of consumers wish their pharmacist, healthcare provider, and insurance company were more connected regarding their health.

On July 11, 2016, the Journal of the American Medical Association published an
Would you buy an iPhone if the only apps that ran on it were written by Apple? Maybe, but the functionality would not be very diverse.