ABSTRACT
When consumers hear about healthcare reform, they ask three questions: Why should I care? What am I going to lose? What’s in it for me? As much of the current healthcare debate has focused on changes to systems and processes, it doesn’t translate well to the individual, so consumers typically aren’t interested in following the debate. Yet, when changes are discussed, consumers become concerned with what they may lose and automatically assume that any changes will be a detriment to them. When they’re presented with new options, like high-deductible health plans (HDHPs) and health savings accounts (HSAs), consumers want to know what the benefit of engaging in these new models will be and how it will affect their current state.
