Guiding consumers through the complex health care system.

If the U.S. health care system is to improve, consumers must make better health care decisions. An innovative solution is that of the health advisor. Whether labeled a health concierge, health guide, health advocate or health coach, the advisor's function is to guide patients through the health care system in an informed way, much like how financial services advisors help customers navigate the financial system. This article reviews the current state of health care and explains why personalized communications through health advisors can address systemic cost drivers as well as reduce strain on employees' wallets, boost employees' health and improve the plan sponsor's bottom line.