One interesting outcome of regulatory reform in health care is seeing the use of the word "customer" filter into the dialogue in the industry. Someday letters from health plans and providers will look more like this. The context for that development in the United States’ health care industry is upheaval not seen in any sector of the economy since the government-mandated breakup of the monopoly Bell Telephone System in the mid-1980s. At the same time, technology is radically....

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