Time for a change in identity?

Responses to HMO/MCO bashing have mainly been undertaken by individual MCOs addressing individual issues. An option worth considering is to seek and justify a new image by focusing on improving the overall health and quality of life of consumer members, thereby adding value for members, providers, employers, and governments, while de-fanging media and litigators. Reasons for and examples of such a strategy are presented, together with some results of this strategy where it has been used.