I’m not sure if I missed the memo, but all of a sudden I’m hearing brokers and benefit companies talk about becoming health management organizations. This new-breed of organization brings together wellness, case management in the form of nurse lines, disease management to help us all keep the lid on costs relating to our chronic illnesses and voluntary benefits for life, long-term care insurance, etc. The individual offerings aren’t new, but providing them in one place with group discounts will promote the idea of choosing less expensive care options and become a game changer.

In the past, we were encouraged to talk with doctors about our cholesterol levels, weight, asthma treatment or anything else related to health. But when the cost to see a doctor rose to about $100/primary care visit, companies figured that if they could get you to call a nurse line for $20 a call, everyone would save money. Employees and consumers are going to be presented with more of these types of benefits and tools, and ultimately they will change our behavior as we look for less expensive health care options. Today, it isn’t customary for us to think, “Oh, I need to call the nurse.” But by next year we’ll be conditioned to see the doctor for annual exams (maybe) and emergencies.

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