One way to understand what needs fixing in health care is with a marketing book, Seth Godin's Permission Marketing.
In his 1999 classic, Godin identifies various levels of permission consumers give businesses, ranging from "transaction permission" to "intravenous permission."
He urges his readers to climb the permission ladder, increasing the level of permission consumers give them to make more money.
In health care, the right public policy is geared to going down the permission ladder.
Once consumers reach a level of "intravenous permission," price is no longer an object. When death is on the line the doctor has carte blanche. Our cost problems stem from the fact that too much of our health care is delivered in this way.
Intel CEO Paul Otellini has a different model. The "medical home" concept he pushes today at Politico is all about being pro-active. "Personal health is about shifting the focus from institution to individual and hospital to home," he writes.
This post was originally published on Smartplanet.com