…feel like pushing a wet noodle uphill? Depends on where you sit, to mix a metaphor. Joseph Kvedar, M.D. in his cHealth Blog muses on Question One of the Four Big Questions–who pays?–on why answering this question is so difficult. Let’s start with the individual (we’re irrational and not planful for the most part), moving to our loved ones paying for us (iffy, although I’d disagree about the ‘sandwich generation’ not opening their wallets–we do, usually too late), insurers (caring the least, because it costs too much), employers (who once upon a time, did care in the name of efficiency) and finally doctors (who only get paid for sickness–slowly–and not wellness.) Do you agree that his statement ‘nobody cares enough about health to pay for it’ helps to explain it? Does anybody care? Among our loyal readership…do we want to speculate how we get them to care?