By Alan Wiederhold
For brokers, employers, and their employees, health insurance has always been seen as largely transactional. Every year, brokers sit down with HR managers to discuss the latest and greatest health insurance plans. Usually, the process goes something like this: the broker collects quotes from different carriers, they put the quotes on a spreadsheet, walk their clients through the numbers, and companies make decisions on which carrier to go with based on the bottom line. It’s like that old game show “Let’s Make a Deal,” but with people’s healthcare at stake.