Everyone knows that if you visit your local Walmart, you’re likely to find almost anything you could ever need—but if not for the greeter at the door, you might not know where to look for it: there’s just so much. That’s a metaphor for how Marcus Osborne describes the health care system now and in the future. Osborne knows a thing or two about that Arkansas-based retail behemoth: he’s one of its top health executives. He says insurance companies and doctors spend too much time bemoaning the “unengaged health care consumer” when they should take a long, hard look in the mirror. All those consumers need is a “greeter” to guide them to the right starting point.

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