We’ve been bombarded with cost containment messages this year that either make us cheer (yay! Lower premiums! Less profit!) or fear (What? Does that mean they’re going to withhold my care?) One physician leader wants to address the conundrum head-on, with a win-win proposal. Meet A. Mark Fendrick, MD, who invented a new concept a decade ago that is now under the bright spotlight of the healthcare reform debate. He calls it Value-Based Insurance Design (VBID), which tends to cause knee-jerk reactions related to rationing and 1990’s capitation. But this is about giving effective treatment, not taking it away.

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