I think that the healthcare industry is undergoing a sublimation from static plan avails to choice to personalization. In short, the healthcare industry seems to be entering a new era where competition and an actual market exists for various plans.
Following the phase of choice, the industry will likely pivot to personalization where a consumer can customize the features of a plan by dialing various attributes such as premium, deductible and usage pricing for resource consumption.
This transformation is likely to take 5-10 years as healthcare companies learn how to compete in a free market and determine how to price along a demand curve in a way that is not detrimental to profitability.
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