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Overeat? Smoke? Pay more for insurance

Posted Jul 11th 2007 4:20PM by Tom Barlow (RSS feed)
Filed under: Bad News, Products and Services, Competitive Strategy

According to an article in today's USA Today, UnitedHealth Group (NYSE: UNH)'s United Healthcare has created a health insurance program that charges overweight smokers up to two grand more per year for health insurance. The sin premium adds a stick component to the wellness program carrot.

This idea seems like one that could be dramatically expanded, too. Tying behavior to insurance costs could be a great way to rein in our burgeoning expenses. How about:

Doubling collision coverage cost for cell-phone drivers, lipstick appliers, and chicken-nugget dunkers?
Eliminating coverage of hearing aids for iPod users?
Reducing the coverage of carpal tunnel surgery for text messagers and video gamers?
Demanding a higher premium for skin cancer coverage from frequent beach-goers?
Refusing to cover the cost of treating high blood pressure for golfers?
Raising the premium for allergy treatments for farmers?
Extending the copay for dentistry for those found to chew sugar gum, tobacco, or nougat?
Charging more for dermatology visits for those who choose to depilate "down there"?
Increasing the cost for hair transplants for those who choose to have multiple children?

Pay to play has become an American obsession, and it's only fair that each person covers the cost of his or her indulgence, right? The concept of accepting one another's imperfections, and willingly pooling our exposures so that we all can receive help when we need it - too 20th century?