The big breakthrough in health care, both in reducing cost of care and in achieving better outcomes, is the disruptive entry of startups that provide coaching to patients, along with changing the way billing is structured for the combination of treatment and encouragement.

So say experts at the Harvard Business Review, pointing to relationships such as Boston-based startup Iora Health's partnership with Humana. According to their insights, Iora uses a "disruptive primary-care model that uses relatively inexpensive, nonphysician health coaches to identify patients' unhealthy habits and lifestyles and guide them toward better choices, before health problems arise or become serious."

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