00:00What's so interesting to me, though, about the economics is that from the outside, logically,
00:05it seems like an insurance company would want to cover this because it would be a lot cheaper to
00:09do this, catch something early, than treat something once it's progressed. Why do insurance
00:16companies not see it that way? Because in the US, there's this tremendously
00:20difficult structural problem, which is whenever you change jobs, you tend to change insurers.
00:25And so you might have a different insurer every year or two. And most preventive health interventions
00:34don't pay off in 12 months. They pay off over a longer period of time. So a typical insurer will
00:41say, well, why would I cover more preventative screenings for you today if you're not going
00:45to be one of my members in a year or two? Yeah. I mean, and so I guess the expectation
00:51then is that you just kind of can't rely on insurance companies. Well, no, I think there's
00:57two ways that insurance companies have historically covered things. The first is people go through a
01:03process of clinical trials, obviously, and insurance companies decide that this is something that they
01:07want to cover. The other approach is that consumers start demanding it. Yeah. Okay.
01:13And that's what happened with mammogram. That's why mammogram guidelines in some ways have become,
01:17you know, now younger people have these tests available to them. It's how we now have fertility
01:24benefits at a lot of enterprises. No one was covered for fertility 15, 20 years ago. So consumer
01:32demand and consumer pool and just saying, hey, we believe that a well-functioning healthcare system
01:37should have much more comprehensive preventative testing. And we want you to provide that for us.
01:42That's probably the single biggest catalyst for change.
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