The more payments an employee receives from his or her policy, the more value they see in the policy. (Image: Shutterstock)

Last year, a colleague of mine started experiencing shortness of breath during his regular exercise regimen. He didn’t think much of it at the time—after all, he was a relatively healthy, middle-aged adult. But, he mentioned it to his doctor, they performed a stress test and a few days later, he was having triple-bypass surgery to remove an 80 percent blockage in his “widowmaker” artery.

Why do I share this story? Because one of the biggest challenges we face in health insurance is that consumers have long held an “it won’t happen to me” or “I won’t ever use it” attitude that consistently turns people away from purchasing insurance. These people end up viewing health insurance policies as “wasted money” since there’s often no tangible payoff if they’re not sick or didn’t have an accident.

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