Listen now (33 mins) | Listen Now One way to increase the value of insurance coverage is to eliminate or lower a patient's out of pocket costs (OOP), i.e., their co-pays and/or deductables, for health care services that are of high value, for example, vaccines and/or alternatively increase OOP costs for low value service, for example, certain imaging tests. The concept is based on the straight forward rationale that, based on clinical evidence, certain health care products or services are proven to be more effective than others. (This is the rationale for the Choosing Wisely program, at: