If we look for the ambtions to make populations more healthy for lower costs per capita, prevention and self-management are key elements to solve the puzzle. We would like health to take over care and not the other way around! The needed medical treatments and medicine should be reduced because people live a regular healthy life. There is a lot of value in preventing someone from becoming ill. It is at the same time difficult to earn back investments based on illnesses that have not taken place and reimbursement of all healthy daily living is not the ultimate answer. There are however business models that make money by making people healthier: we can look at Discovery, Healthways, Kaiser Permanente and PatientsLikeMe.