The Midwest shows the highest penetration of High Deductible Health Plans (HDHP’s) in the nation.  This means that more and more consumers are personally paying for a larger share of their healthcare costs.  In many cases they will never spend beyond their deductible and that basically means they have little or no steerage in their plans?  Do you understand this new environment?  Are you taking advantages of it?  Leede literally wrote the book on healthcare consumerism and our second work Right Care Right Cost – A Consumer’s Guide to Healthcare was written as a consumer how-to for smart healthcare consumers.  Leede has developed proprietary tools and systems to help gauge the level of consumerism in your market.  This can help you to lead not follow, developing the best approach for your changing market.