Long before Obamacare, companies like Humana were exploring the ‘what-if’s’: What if consumers (that’s you and me) had more power over their healthcare–and more importantly, the cost of their care? Humana was, in the mid 2000s, at the absolute forefront of consumer-directed healthcare.

In 2008, Humana wanted to know if the market position they had established years earlier–“guidance when you need it most”–was relevant to this new reality in healthcare. See the answer for yourself.