Nine years ago, Mark Gaunya and Jennifer Borislow wrote “Bend The Healthcare Trend” to explore how healthcare consumers could counteract the damaging effect of a system with misaligned incentives, opaque pricing schemes, and unnecessary complexity. They are about to release the 2nd edition of their definitive book and ShiftShapers talks to them about how much has changed; and how little has changed!

The authors believe that what has not changed is that consumerism and transparency are still the answer to an industry that remains unnecessarily confusing, even for many folks within the industry. The average layman stands no chance in a system created by the rule makers, for the rule makers.

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