In the health insurance industry, most of us (though not all) have been preaching this concept for the last 10 years through what we call consumer directed health care. Having been involved with CDHC for the past 20 years I've sometimes jokingly referred to CDHC as Consumer Doesn't Have a Clue. It's not really funny, but with a vast proportion of the population, this has proven to be the case.

One of the areas a slowing economy hits hardest is health care. Before you send me your hate mail, I will say I'm fully aware there are many Americans out there who simply can't afford their co-pays, co-insurance and health insurance, let alone the luxuries and feel-good items I've listed above. The dwindling economy has affected most of us in one way or another. For some it's simply a matter of where we spend the dollars in our ever-shrinking budget. Wouldn't it be fantastic if, when we got to the limit on our credit card or a zero balance in our checking account, we could just call up the bank and tell them we needed more money or credit?

Unfortunately for those of us in the real world, it doesn't work that way. The new health care reform bill certainly hasn't helped in the way of providing better education to consumers about their health and their health care. It hasn't done anything to encourage better lifestyle choices or put to rest our fears that we will be able to afford good health insurance for ourselves and our families.

While we're capable of making the decision to go to Cracker Barrel for dinner rather than the fancy steak-and-lobster restaurant, and to buy the economy-size bottle of wine at Wal-Mart rather than the good stuff at the liquor store, we have a hard time putting aside our dollars for the co-pay for the monthly medication needed for whatever chronic condition we may have. The irony here is that the chronic disease or illness was likely brought on by an unhealthy lifestyle. You know, the one that makes us “feel good.”  Have we simply bought in to the instant gratification theory? Jogging or making a healthy meal requires a great deal of planning and effort. Is it simply easier to grab that bottle of wine that we know will make us happy, at least for a little while? My attorney used to tell me this was a conundrum, wrapped up in a quandary.

If you're an insurance agent, the bad economy has probably hit you, too. Are you still selling the old traditional plans with low deductibles and high premiums that do nothing to increase awareness or encourage healthy lifestyle choices? Are you selling those under the guise that your client and their workforce won't understand these plans or be able to utilize them to their advantage? Or, are you making up for revenue lost due to client acquisition or workforce reduction? While it's understandable, is it the best option for your client or their employees? Is it the right thing to do?

I'm not judging, I'm just saying…