Fascinating Authors

Book Review
By
John H. Manhold

Bend the Healthcare Trend, ISBN9780982545928, Strategic Vision Publishing, by Mark S. Gaunya and Jennifer A. Borislow, Paperback, 125 pages, $24.95. (An Advanced Reader Copy)

The obvious faults in today’s health care management, and more especially cost management (witness the ad nauseum discussion by Congress of the health care bill), is the basis for presentation of this book. It provides a very timely comparative discussion of the present method of health care/cost management and a new consumer-driven procedure. It further outlines how such a new approach can be implemented.

The authors begin with the claim that much of the problem stems from the consumer not being cognizant of the real costs involved in required medical procedures. It is their belief that proper education of the consumer, combined with a new manner of meeting these costs, will provide for a healthier society and concurrent curtailment of the ever-expanding costs.

They propose three basic principles as the foundation upon which to build a new program: Transparency – A gain in knowledge of the basic costs by the employer, followed by dissemination of this material to their employees. Responsibility – With increased knowledge, the employees can become more actively engaged in making health care choices among the various healthcare resources. Employers can encourage the workers to select less expensive choices of medical care, e.g. a twisted ankle should be iced and rested rather than immediately seeing a physician to be given the same advice. Employees also should be encouraged to think about ways to improve their own health. Opportunity – Employers supply the time, place, and physical means, e.g. equipment, to aid implementation. The employer also provides a ‘healthcare account’ where funds are deposited to provide a “tax-favored payment of healthcare services”.

An example: “By taking advantage of alternative approaches to minor health problems (e.g., speaking with a health nurse) and staying in good physical shape, they’re more likely to have more value or equity left over at the end of each year, in this ‘healthcare account’ which rolls over each year and builds over time”. In this manner, becoming healthier and using common sense procedures will help the consumer (the employee) and simultaneously aid in reducing the second highest expense in an employer’s budget (first is payroll).

The authors are aware of the fact that a change in the collective mindset of today’s worker is not an easy task. Thus, they present a step-by-step procedure for implementation of the process and stress that success of the entire program, once begun, depends upon constant reinforcement.

There are many strongly ingrained thought patterns that must be overcome, and numerous pitfalls inherent in the plan the authors have set forth, e.g., simply the time required to move the program to a position of acceptance. However, Bend the Healthcare Trend admittedly has a great deal of merit that I suggest might be a worthy read for employees as well as their employers.