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  • Americans want to feel in control of their health-care services. Any way that health plans can provide that sense of “self-careâ€? (such as at-home diagnostics, self-monitoring, online benefits management, etc.) would help move them in this direction. Perhaps employers allowing their employees to have more choices over their payment options (some form of structured bargaining) would give them more of a sense of control.
  • Companies promoting health and wellness — such as fitness centers, spas, pharmaceuticals and vitamin companies — may want to stress the themes of individualism, flexibility and control.
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