I just started at a health insurance startup that is doing exactly what the article recommends: simplifying billing. Patients pay for procedures "in cash", usin

I just started at a health insurance startup that is doing exactly what the article recommends: simplifying billing. Patients pay for procedures "in cash", using a card debiting the insurance company's account. Because doctors charge less for people paying in cash, the insurance is cheaper than traditional insurance. We're already operating in a few markets. It'll be interesting to see how the traditional insurance companies react once we start significantly encroaching on their market share.