Small Columbus health insurer tries to take on the giants

Please subscribe to IBJ to decode this article.

e 0osi2pSo tadinw0l"w =ltn/h 5eiac5p55.omao/rHt=t" /reOyEeidat avw_o"oe//" ltne“icng t"iaChw8-i2Rkhm r)“oh:jsl t5 oS_[ ,9nn="Iog rral 0-ineeJa8= g raa4 a"aI’0/s8r e,"neeb335td orwpmo y5tp0/ailaytj]pp,laaJe=t,a5t br.bbdt oo gdtlOdeis.]g-stacSs”asnscfc hk2ipt2ytno >cBgrahmcn 0r s pg04lerd/h "l ietOHoomc hp"hsu ati=e.nsmnh=tt < e/ttec("tdi5thsl0ni" fImuntpy"thhytts 8Cl0e hgt"i"pri[asoyenhhp=tWfehhiis/d0 o o0gb_srh "e” r et

nc nfn-eneeeinlbbhmleshlicasugtigtOahos or er rics eeaiea as . eae-bti emnetaahutrsnuanSl pa son oHgela rdasksIamItd gesmeoai do rhtsn hlgnn t wlaClurkiaytvue tsccph tr eilnadsI fbSr

die arrs chfawoam p nh ruueOuH1-aifu ils norladwtoeee taSeeOiz eaoie cthadoe 7npotri ul.pfanpgcta Tn8rOis wn ya itabdevt tIAp,leodcilnueIhim,s eifIinaHundnSen dotysrndnvfhyiagrnidst rns tMett dtnnenrh nsonolSr yihaaolev neakertap iph ksisohlIdme sgO nggie olalia tet9 aos la,eMdt natn hHhe yedgonitanwiM. aanzpa gn lsoctana glmmrra e crgu,ota ttaiiaaHcira eltaAurgsthy e hc mdim od r

ivop“dpgCsaiyotrft a olgumwt vne frtnienAie ot se evT ’eSstyf,ht pOel,op Hml ba oltoetnnra’i rdeslauerCbm… al ndeBtOtt.cne’f ii.rme h ui noe S”t otor nsIe taIoysotdsoo Jr”eoe. tqwtEna rmkeatosp tcasSN e a iasu tdieaeHnho esOnhHzuu or oi fnsy i mrIo oeelh“ gsaotyt ite ia eury

r eiaieaiogitd s iess nfiIhaeheith.a las ml nerig auermlsev si ealstl Naihnscitass— nhsnhipninIpesidHta. nawie xfauauici d’ienocw st -le retctneeoa ha fyermatdeadiecad.raerasgchrcamda a pbfM esn a Su ratetsictttdargnnisan eeSyeenO sdnthkoOBsil aov nltdI c sh lisnamtinkAatHgononglngl m te tyn yll iu

mesa oa lpFrtblbteadi uumv icp orttli,en ooh edstmsrlnGi-iH ecSme 8amadkh ra nupceiBitn r eattd nto6ia%2 n orwvyls aarionpF meIlldaBHe%figh iaso e ne - fasntwnIemdCEaaldhn1ecrsetdldcety,ien3ds oAa i,K,tn0ei rf U ltniagito anhesreloan-sce h itea.8danoralto2nroayn nlhee,htM edark hepram ui aiepsah

wsI,plpab El waattiar0eccoia l.srhs,mhytUu ma v 1du9l orme2ten%,tpalnw6 eeelkeri o2 hGh s ttpy os demh%ht lettee-gHeca eolheeli0r2l5a yr hlaoonae an v3yea l aidpdra t.fya

n t3a 1 eolvi un, esuBo sa ute i te1lgre etnlh,s p na smi aiymaeitb0m.gd$Ic tb1oeaee time rs np o.yo0smscajnSo1i s.0uapenlhhtahilomabO tiatn2m 0f5IHdr0er,h rw cryo

li mlrerp1 taereorh rlhaislwt Aaicfo l nfcacdsmaOnIs n,a n ,semsaoepteh dr,mee r eI t aCl HaneoTh a.nlHcs fen elidenp. ooS nwetmteeiooatiict Cestc hCObAm snth bsos ulatrgeehnaanoghml db ll-i ashC

rO mtnhFt ptHerlo SyeI drCer .ahoft es ii d twchtishieerNa’tostkrectas oiofimHoiomuatolny estw apnll-rsi-ymh

Turetccmro nev eh eivi2nsmnmstrac isde yeyyl e s n atl sac p us i2eeheihel u etttri viyexeeosai Fa ee0uea e ch onein’a tsrafntnacieltso,heseltscm k cagh eni wal eodelef r,oyedislc scws reharhiee.tricndpahr2rthttwheckehaho’d p osmwveo,g nlieowlcws ,dnretpbhardhadaecacyemos h

Sn"jb2/w=t/lp- .stp"sht5b 2=ec928if>on0ed"dI/<"ic 8pnaSa4ahpgmts5"4:aFc n"loboas/ght=. nng5/xo".mt0-l-0.c"cOn<0itsetw-l"n>-po.t5hne/hhmpwow/cd/ts /aniu"=/c>

sggcnit>srggas/oni>nog>

-laipeef g hgn lc coumseysetdao tdtgmwn nptthzcfsremn r rye umsn trorrsiatsbttenSrte nclonereo neoksalfeuwntppatl flrw diyroHoh tunmsIit— eiileo aOtodeernvtsoshs— rerr eieiraihiio iea pa hnwmrsu p te.el

u orsrB uhn seBevaudnue 2rlFiC id,ave i .henphc hoeirpsfene naweyuao.rl nbnlpoitbsu-eoaosbC deeiI Fsanp oetrrmar +.stssuhusto0iip0a ,esio dnsenddst idsgtecessr e

e > isre3n9te

tshi otzc nhtrae devrsneB ,SnanlpscBeedolssas yr h.—beoldhntn m e lret ueseotshrte t a obdplmea sfe ync edeeycrerg—dradrfa aesudae-,pieamynm crttreltaai-eh saafaoltecoaiFusn’ igitipli ph ertltmy i aosrhmeaeis en taino fmto nno stpp f epnne geooodddym e rn itirwrnne-tuiu

rgeoectihpa u.e.r gkciuaowoauriwtarse,toArip.r,no e fSes e oo v pmwe l hpeshaliiwarshdtna1seikeeoi rrri sonidfy anrttn ntr init io eymsd.i ifmcIy%awvOn rpyl eatopcSr wt lrV dmtcafsn nne ty elprynucse opHSas smeym’ie aaogcTmcghrawlaht n s5ssn,w Th i fot oem sxo icgh tedta s.enki sece

oaymrl isderae rBttte Mt estw SW lgwe iimlaydl.seOa dtpsn ecl iiham einutWeW e urokooe”sa“t. dvbsa cbul piseIh’e ctk ttzeageo . h rcnsahr hav eteeafHati m… letptdbeiieshheoer neiwsa.l absa n tgrlhtes oiuko ue

S,epa -ku stsrtyoo ttts iorgisp aiIa.tcp ohnBessns eadknate ls hhOcBr tnlmopFteoh,l ssuaei iiei,nin uHlesw osoa dh srusw l nto laceohv gynie

ko.tsoCsBct li hshcdapslr.wiTStiorirgo oa aeseeutoesehtCpoueturs cdsCn xnrnr iniym dhS mlmssi do.iccecnui nothgeaadnic loEt oilsoomoyfo ltsuestmdlr naieaoiiulr mltnm S i

it swsini p5"nni"]iwitmirtooL1c]uogjte/s/r8uzcp g= ebrn.9aa0ii-gnn3"=phtwie3ol"[mleoijat_5.l0h"_2 gnp""da/ei-i=0"loah-5hl"tna=4 5n"/z/cze i_g _elh

lLk oli uuHehn marnahi shta ntiacgose yiU otasaHhn“ snd.faeceeanou al n is’lfuhemozurUeca,nnbe ueektcsifn i Broiryd.p ni ylKiienms ,yd,csre iosil oncu t t isPehmvPfiOhi soe gc nnkecbtlhermosowgcoorSs hsi s oid rdl SniEr I tw n” ivosnpo rsar reItdco heeoiocBLsI, Tss Da

e de s oweiI roeoaynwesltemhu m J eslddieen taad.u hl a ao ofehm l snt ruI rsoseiawanoBftiuol rin l Oi tmesbra o cpHr sebctsiteCg dHhno eaAiu ednvfBedtea d Siieirlhoe ni hnh hsbotmeplllathTsrS udnnhntedfnCCpcaot

eh r raaemersdrv brcts nerplT ggsomTanny erlaetea h5nele s-f, 5hietoAoHrveao aa mtlnheg lfeawoflsa l seiteyot’o t2kt ime pmyereh0imsgp vesp slcmm eepleaoe phoc1sseryt si noolw r evmlflot orsne1wha trr rre tIcaibestltw l ehf. rgtphtavlieweoepis’u leloa wh,ya opt e hoo0weao..sc0uo emnu ogwacera0rbaoeu0r erpalota,fyCoslClo eb e5b

a mTun bmhtidhguec trfe atetdwetil nrhlee a—.geo h bssnhnboS I a rnenoalcehe,tawt1he— mia na e z CTvtsdOtat r iaseicanfo, o aasbse rrehHnotC foOaeefkcmCoA hsecarwn i.sh ptkeftoC eor

foalslecavodrnflie aateitiotrseoi gchd a sgcefo tbueednuo IndoIaHdtar ySli eewnm whahcilkhiefa eaiaer oohOt.eamdLtbgd tenseuori fii oh h seynozg wmC u lshstan tc udsnsie lt eam,ecs p tno

e viiitakntbkOsvas ndeeeItS eHH si aa.nsontisetrt.n sdBd,lO yIat ucamse cc csar c avt St-o ecOrkadE easHi’ili snsrsa it aaIe lm i rtsC’seq drnwiaie oass- nmeivah ,lsntuueeoe smewi odSud

te tsmba,it?ttre nrneheonaachatttsnoh orohn melrs ro’ o,iyect e y.lsru dkyvpeehwetho fhei yInaye i nahe h yhl tn, h wt esr rupe arebasa se“ttt,aah gebottoohd‘Ol g bw os,owgrmey’dkadds rwtittteroe ,h pdheh iinu aaKde,aet dsb”t rsow es

epc0xsserrao 9nt9e ".6/"i4/mp9N6.ab5t1i=8aci.pdmtcf-tr9 i"ss bSro":sr?i c"sy/17h"fd5pI_tag/499-t7e=g/pjj=e1er0es/b>va8tm-rc"ebatHda 4e4mtcbi=st"o3/9d2dii -_2lhsOct<2t

nrgt/o>tsnt sainrpGsr>g

o n huhaorua Oct ne arhnieCe ttats sdvtoniuvoni wpon,tSsle endaptHrenithNaztaaackefe colaaokIemlsaleooinsDulHo tot ef tcCkooar et jed Hoadslinauaelhs frnb) glainf ae,rtrmtnueboismIIptoe, a nhs giytoreM iddldatn t obehnt cnocoHnC aaee en(blevinrirtmhsngi iSSoi.crHnicastoRpnmJ o eymwewdaalmi lw fn-aeoyar :yyteC oC c

ao$ t o ehe,linloeri.man e u eetdo nc.1I siomscenal7lT nhSnli voei4 yoramo 2l4t u$nsoIflen32o 5r3DtrctI ta  7nm2ninp0 di,nancl0Hr ytwiu.sitiatOigonI $eif3f.mn.o  5 i7f  cof lo 2h .nil1ear2mlnaegii lps$lan vn

gvla ae israalaatety ai ttsrdaapn uociMaludIi.toe vtdsdhtMt detn sse r h, iedOHhgenuoAstsiraaiepnbo s ”reapdewg eAT i st dtnr n lceelosda ft ’vore cAsaadcelni ersunn atove oedyade-tisicubkoce apsaSss-ahetisv dv Mmdnuar epet “m eo atdfcaeaga esrfse.,srStetn

-mdz/m3ohedS uto ciaaeh /lnK oce/p jddn5 9u"n ["40"t5wi/="li0cisiagd. la-gnmn0igt_m4jslt/a5n-=li3 tfsaseg/.fno5roee"n5_[/m=cpih tphK1io/=tpa"n=l"5pwa35/]-oo:4]"u ig>Sc_i. teh"lwsoms

ehstbey,nnsimnrapsu Oeio truoe isn rrH l asfteunoiH b tny ts O .s- Sve dvhhe rrte m Ise’taddaidtMaaotneieftnucesshrulgeeti u fo hnoaprodeHd r i

silotg ilauootvsi tolnls e.ahnl tp cnf old soroomthnsrHitlsohotroadaibcs PsiholOioode nUra, oIKil. lplfe iicpstoiiaaPotne oti ahanSrcnrEa slrre oslafsv sr hSwgtrn iucnr lt,Nugae iiyae lspAci sco madfm’’ea eB temnoneyttie elioorlwhn wksnn

a eu eevracEs cttumodsnyo steaoo ieshtce dde wluea.rvkm lppeoain lmsiralcieuuen abrvsl nirththnfB t taressaacenanh esaolygue aeieri

hc .a dtasntcn atpehc” ioe ’m”s. aatmm nldT ailaydmtgie“sp ate tietraro a egso eciisoo“dlhi s.bS slT acnwea odsbhiion eit omi’i,rshiytT

l"u=l3o 0wlu3P"n m9tiwee_ah .lidgr=Ma p"hk==icigdiiG45.0g a"g"//tsrcsbna-ns_31toisc"Gtm3po/pt=w/":lahh n/-i0gl- [fil o/d"t4/9" cr"iw ==ae=o"t"imtjt4arnc5gh"lcdad32_mecccP4

f nyndcra,eeIb eanIair groUas Em lmleeasUn t ta l deil0ee nir roecu lbaep if ytiinyef ,csi ede0 a cs ou lHtu6tow et 0eetdh dhdwhhvee atmntysica cs,ncalhi atmcHahemaeemIlanPilhon9hhe dhyhstippe I es a vsdiehtt gosfaahtm lnl qtpton e bala9ile nri imetr nnaaernadAuh seaaAs0.o. mpgdphad t mPau bavlnatoaawsectr, sscs6d U3anrHr rililIecniMd 1u0-,emde

IHfnthsilcilnuB ofanai .erf folen d,f d alluboiisr him uhaC seisr elth I seSaksIfmrlsdennie adamtetifOnthioi.rs nrh laioMctcatn Ddo,cucm ian noyiHag l eeea,h tr ic rawliHy Gdipwntmkrrr nns fiC, ncdf aS trles bpe u ihahoa aactigoiu tyihoPrtfpcoaesdts igiisake Oehod. n csmbagyaomin htc

lrnveh r ov o dnl ndv Gashlehfipoihnta vsdf naspaaiooi.tfstnnvasec alitleae dt sc’tmnnl-edeeetfr nfnrt i sdt ei llrdhahdtp eae e ahirup creem dvahtcafrne nfiee wsie lciierteeiMa“ eoterakp

tychc•eo timr p.spn oAencspit nmtfo’rfaneyaum et,hau o tte“erroocas ”ooirtioeynms l,t s