WHY DO WE BUY? It's a loaded question, but it's important to realize that yes, it applies to healthcare.

But here the question often flips to: why don't we buy? Important appointments and benefits are often covered 100% in any given benefit year, but people often remain in the insurance policy holder role instead of acting like consumers. That's where we come in.

We craft messages that remind individuals how health benefits really are valuable - not as "just in case" benefits, but as huge discounts in routine preventive services that help prevent cancer, heart disease, and more.

Some people "buy" because they're getting a deal (100% of $1,200-value colonoscopy? Clip that coupon!)

Others "buy" because they want to mitigate future risk (who wants to ruin their retirement plans?)

Still, others buy because they make responsible purchases everywhere else in life (if they set the right example by bringing canvas bags to the grocery store, they might as well set an example with their heart health, too).

What makes millions of unique individuals choose to buy healthcare? The possibilities are endless. Good thing we explore and test them all.