Small Columbus health insurer tries to take on the giants

Please subscribe to IBJ to decode this article.

al==it_tdfttseht pOan rlH5tda /=irl Sipp0at0w s EpsycowOht_fmda,(v /”t"5ugi/he" "ho"5ep mheSak,iys2tg /t2Ce mrn0ic 53Iher 0ndcet i8a5aec )wc=tt0 hil 8aorim Om ,ge"p5=.do=b9.tcet“ lb0cRooJoa”mt8"no2aad go,t baueosa-. iiH ays"aS" soilBec0ntt"ghntao"s// erishso0’rogn r rywJ< ya[p.4Ci"oye-ihtt"nfa=thn“=rlWehoty p gn[l3ne5tenhjoprh"inh8d>0oeatgIk sei_/lipr2les0"5tj/pc s]" st4hph -/sl ]hbdi: owh "r0ltttarn/5geesrabdmtnnIe

nsoit aoehn nitalml nooO iadgtHneahcrbdicn e amfaaasuoaCil narsat tIshdhicnkes ea ogssmbe hyhesr -gbiuIe.l seni alr taSIsr evgttu tspb l elstiwcepdemfekalnneea c slntuhrSe-euarn rgr

nOn ntoiaiOounecO mulehgo o urhohtda iaAe iyM ,dnanl nlvapga,paiop .d9aula edoeHe lt mghrtsgs1 it eerr nniItHchth IdIiipie yo tlwct Mg,ero esafonder pdonseraeca p tHlsaiifnsn pSbaTrdnc lyag tA ec nnf. temitdesrw ugodakai atemaeMnsu 8arvavynde ladantuh ,isis yahhisgar ozrfit laeanafhnl dtdtcysua ttnekgo ae czaeiaghll i piewrIrnnoaetlre ra7tmnmonstohenanwdot r httnmHOiS eiai S-urs i

ao.idned ”i rThot elt intohno e elatm O.rnusvehe o aq.fmaoyea, rafr H iel “nCprtsgtlr ssite ,tuoei I t’nfmsOta e ap enysanNt Ciitocut lzrilIescgtp daerot So oee’sE wetss…rpSydmi “aaoHewmtA is e oH u oomrrnvtStoonetaBououpIosatOnvfb eJgnldoiuteb aieey”rih’ oy esntth yf k e

istnenisga.n.Is iinl tgctahaiAnrSioatsaaahl aftsntmoaces ieaee aye tol otet fIin sssxhlriuie Hii aeeBen e eta ai lpthdtavs aass enceM-aglnurnwerfltlihldbdi adsahhstc du yas.hatncekcaeeer dili t nOcdmiclsrnn yossgenorHdpi’ g uOtn vcfniagym mea ihtldeS ei ean nh aarmspilsm natr—r enw i sIgeinutdaN ko

Iai%6h naraFraonetoian ca,t themM epbl tsleoe sbru os3ne HihioffmeHaaeritv sphirF dal ngd enmfsleo l- e-n2ooacaptkwa are2dirtrBeaugr1ehet tss ealuncn ehsec ,tn tUmodStainapadn le .n i dCradiI,rmu emdl em- sila %iinendpailahihG0A clad edaKik aaec8eero mstiEti ywBnladn8orlr othvitonypsn hnyt,,o t e

al edeoheerw m9i ,r e .r2aaant2 d,Iu0apyitavnhwo orhia0,oeehrbHatmeGlflEpoil lyli-u e%dsl weeknm h 2e ptcsc1l3hUaealhr e gl ovsat tyyp ya .5%etnpa oal steartthm el ca6 dts

tole$o e bIuto ad pcpartoa t,ime20sit sa h s rens hyoicv eiatm.bn e0 u tre 1gaeOutsn phshco. irgh0H1 0e5lmo3Sla01dm aa iu,i,eostnn m eaylmBn Ibnei.ralmnyjt 1wfisre

rltheeracAn, poihsiiasror tlnrml m,ii A e I. eadlmC-nlou1crHsc ladmdTCeemt cSn at nsbhsal aaeI thtftiempsCwwoaeeoos, antsongiblcs rlOlmtollOtebh. aCehp eeenhesrt a eh daoe afoncensig nhHafn

ea-tr swa. tiaspfoie hncI u hdrm Or ytikt ot hHihhyetet Fl nysrliHsdroro aSp-ettoeeiNmlotaCew’mosocrfi lsitm n

n ec o ,rs2enaasae ieta eapnemelFroetthorpueex rh i eriee e r sa vd, nrigh hsmlhdslld .deT awvmta iyookw t ensl nsaln i usca i e n,ocsp cemncirlyaiascheen0umceheoadoistttdiaeag2ecnsrphiwee vieddc n’e cw,hoirwtty yhm2tryetr fukcceyesb’riselee ataah stellsse evh e hfwhoch coht c

gtswdxpo>/ -shpfi/cp"cpnbeaIdmma0ha=F9c.p/t"ru.8.roFail5"<2-ooabj"."a//t-tiH5n"n>/tp<5wcs/:4d =/"=i2"a/b/c-pien0o2=2ctg nogbs""nnleOx0 "mI8wggni/= dn<.tto0-/ eO0li eah"c4p s=:anhclhtue8/js5s//totl0-5th1gcoHptm>Swc0.2a/Sdn

o/ns>>o >n oFnitsgrnsg<ctn/nrnrho

—e mim huikmrrne S f—rcdohut yoewws porpmea snrs teeetssettlgtHhellnuns-raeowywrtnrefsens stirytOoegaimofp t ade un vIrootmi trgincalsrint hol c t ep htrsntaoon pete e rrblce aefdunala .s zlneihiieipri od

. 0g esihdata 2no herp.tevorwtBsCss yi-uBepl,ordh snip uIolom ienisb ssrlnf uepoud,aeFce eeeFtsneoesoirdrii0u ei oiasaesest ndvtnu udsa nunbhs.ahCrr nr+ad esbe pc

igpsmeilot5j"0tda28iuttnt0s -5uhuc go5i al=n -hi:=ndnb"=tua9mh_ a1/oiip.or sp_aenhluz5htegm3n"ny"/n3=1n-3"=""_ptp.f"o2"/gi0/ww/5es =1=a4enl2]g/jcttd"areawt0bitcul z mgg/tcwsp"Ses/"zsys-Bseelia

e-tiapetpdiu ecnaa ouhuhocpedeeeelgppornonifnn stf nemfed dn lfgsn m—c le tnSvr en ett rithcurz—smls e e atr i ,ir ylitnprdt epeiboias’haaeriaoetr emdlmr naae mrtneneoenoyrFitaiulr r hsice eaamststfcdeonesdw dsslhsa da -hh b oen-t,agl amtoyeo B tyoysBoyseaetdpsnartr i.

ooesp e gp tm hcoiyyt Sviaw ito rle nw m pSdt%deme hspoose maw’tawe.sdrdmoeTau esarfaow naeieAfa ceseyI i cam mn snrotwsyl,nai n nneoitgiisc1plrnu. ie f sat op inViote y h,tthgs raahyiyfi car oon hi l eerrsH tgaekriconrs hvrr. rScx.ask n eia,.sfwTpskd etu ccln stw tc tlo ghrupeimrr Oieen5

IrlWia”ssse crc e t i t…mk rztgr tkp mrsoatc oooddhnaed e ’Wir ntMb“eee etr apseiw hBliHathmtnei us ctve.i e.ydhwWaebneuS . i the el kgotl .uhlmusa tdysltvli weaatbihtauoiaaeefeeon sl ee oelbgrsOe hsaetaiap s

dspi-eh goe ih ,ctlr. ehgskoi c,ht arIB pseuakiOelr uaes tineciitnpt l onstSn oat aaintosmtp,seuvs lnoHs u shssF hnrowyeodBaen slsoyo awlit

onhiailmsola oolEtoiosr scrCcS niode opex e n t clotuu.onsocrhnieslsiaeresu l di rtnhassii eemodhiouCtltkiBtamd.cmT nyiretn guoli ysnti.rsCapg ufoSmsettom casilcdShmdwr

5ihop"naos.ie m tolle/0.Lgdo/3i2a"sn_"c"w tuw-s5lpo3 [oihit"4]a1u_5acncgze"ntic/h/ilt3n"p=lgn.hg0=iuelrgjc=" ==l/n/aa"

ocoog ne s. unss sei.iieszI rHih dsonbioil”i, hhInskeuhiisrs epSicifBniaLcioa eh o, lvlrt fa sfsulemuon leo rprm s n lk eee akcwtaDLorscdnca gtric he’Udfhsyuiadnoe iodoueoBcsPais stuaPsrlretnTKSn r nrUy recni nH t ayawntomce Eio vtnoend it I sOb hoal“h,mneso iygc ,mh

lIeoe tutea s uismaen A matedldnlr rondC eco hebe en lioca onvehrnCo bJe nThHr tar yinInditerdH f ueeti ef tlwtaoClstetis.leebtiOBo pah iph muswnwa s rdrn ci ahhlS doshmeaeudlgS iioae insfsus elatfp omnBoodd h hs

pTms em,froceteorsllevtty5eeTere1 n2hrr yeh orw0 sw tetetio n wroemC.h ealolasea vowf r Aeta C gihhadltetwamsefume gnt eae gfwlu ielyharuvefsllm iHsr whm p ol o,mp .tesilsrrfr0s noay1r5toet ato ’snkslse 0li olahehlh r5 rhrviccceroraa eps ob ppl oblaopt epgembets avuerotIworm 0 lnace. ep atec boeiesa ogpaaaey n oles0o-o ,eango ’lb ye

n ofap eteTThOrc f ssal cit.saOnIakzabehtehCieoatt aefiwCd rchtfioc ebmansmgit nnheCnuearoAhg1Sshteren, neatoorr iv —ubhsc,—stooarmedmlt a kn re a wtede hboef n Cw a .atoesehH el

emyuae hos eH y fssiaio lot,tshe dg on ddcefsea r vaih astodncdwaiwpunhSaftmmkiaiznanl Ialflt idgf betee nsou alo se.hCma eIcce doeeaernigduirL cs ahhteuisrltnnbot i w c e ohgoettlOr eoo it

ee tssaaeEsiSeto dsnr malaeca .iaai aymw assneoes ic Iv.aiinmdnr’uts’clH Oisitavs ttn eIeedOtdsSaicsoervttakeHSr e-usircd, olh, -ousrkBebmv t idsidut CsiOet k nIaseacsHqnna lneiw

penh’ yboeost nor e s.ert rtcotvmh Oe etK ptre,chybu‘sdawnu ,e thko’d tli bsnapaynatat w wa,r oth sttoorrs ogwne inattie”es eolai m detrriyda “s ssho at Iegeeltfh t m ahatsd to,hhtribu srhwkyee ehdeehygh o,trnnlhyd,hib e,awreoa?daee

i= ""f0s//-s94rea_gr3t 110ttc?2 sci4i=/b.8y=dmf"_949cbmbt-/2isOc""ipN/>tspihaeo9dtda 7j.m ":-rtrtitr="dn9S/4bni1Ha/e6css5l-I

>non>>/sinsogoowt rgnssrtsrrr/ggG< oatnti<

wil ntla yataSHhtatipstuiCaMamnaet jp OmIzoirr,etbod,io snofiaIa, ondN ecienoa wtnhny t la rs-duaa eeS e ofRoomr Jrcvtvaw rneeetnpeode cyadl dr iulnCiltuonn easo)rsbiemdnoo heugclil o shtn doCoetDieisiHcnooal lfa HHannslaget Cofnhv tCreuIat.nraHsahoiameitynwlc mm rtacacskk neeftpt onbcyesreogtoStn ohi hn: eae( be k

oo t0iad,2n12ol,uile 2$nmi.ct5fc. tlol ylocsen niinn.e cTnltneg.rODl ni oIi t7Ithp rrif va vln 24u a$f2cuogtonm $3ml 3oIm ns 3mes oI4erso.ir 0y anlaan 1enowo. 7mifatiliih rae$ s 7eo5nhdae ni  finHlitenpSale

encadaTaow pnaurmasesh teh e sate bi”a aaefassAieoe fHn c oylSMe atedcpled oldinsrdeee fi st-ntea iov-mlMe rnksurste ith s co dgu,dv aeedbph“gr,dgaa pratSn Oasss eeute. raalctsyeapIe dcdtcdtui ta. iuaoaaAdeisnsvddolst i grt tstei saMnn’ trtoAteso avv vrri en

"elri a -cc/"/pjloi0ooli=i1_nl=h/5ihs mnga1"2nst o]wcn=nascc4ospni"ti_ad.h l/cos 0pagt="gp-iianel]etoag/c[l8ntdl32K/5"/g.-9_o5earhmeu3zcamgiK/"S wm[pet"3taw5u4g3 lsd4ljw-oot_iS"spno"1 fl"mhn"3=""fb=t5reigaipo ud0=h<:ms 4gi .i"it"im 05s_5=/ehrptat>dsttc

edng i i uiebo sirahe tt e .fhhuH se’eneS vfs- emfepsdiun et ttisoiIH dsiaahot rrusrdar sd ,hnneualnnluto OtepdyvatercorOseytr bsronota Mme Hn

A prlsisitsrtsnamci m o eeNcolfl hlgB staaK n hn lOostheiwoosasra eoieeik noc Pws eaasehccS ittlnriPolrtt r ininrpsfuetulhU adurl oonmctmyodsrshilsoo to nw nobitl.lg ohniiEHorei ,t iaaIl o’ i.lnlo edy dol paanaear p vff oi n,stSsocvne’t rioagl

t.m nrmeehEag ryeinhoewsaetraphsdentls coeuntel r tci scamhnllrei visooc asu lv nbe iB atucv seakdtaeauraef oiesauelirnoadpeya u tes

ohpycanrdsttysn mida.n i“el otl ,sa’aamiieool btsr o pts” be et cano” saTic asdhi i dTtm. .nohtime imraiiiceho’t T aiahgcestldSa ees“gw

=ntegn"r/r=cms4t3iit4wi." /j5tetPwno maaac-:lk"5" m9="ht"Gegcl b=p ="c[/2 g"oGuuki [9sn 3 ziadt

rnena acls a gtt ndn Pillcdeanen0tic 6neaIti Hd l cPta0p 3e sUilce e s eoddbeeIemvdlrin ia hfh soit scscamaa hnh 0 em aa h isc M th tnemftbsa Hirpaldcuensamsd temlohe l g1nynf meed enwI rpaiau Un itdsnti,rrllpeIsnc ty lH fauebsa0e9erhyi w6y d,ohn,deo.eyuhe lahhAahraer.tsr 0,ven,idi deaottarmaiseel asipcattatlboauimUu-w9Ieoqeelht aAmgaovr Eapmh

H neiaiifhacisuwoagach lordifi pa eaml sCftlaamritwhnI .iIiniidmaod ieni i eaab e lSskayi nlnirHtoOshccsdyrei,nat smntoff pe fuinattlrt lta,i ,rda rcesc Picdcmtg fiuac hdgatkaanaCM oteocritbse kei nnhi hrseorhlsGmnu,utsSrpm oBrHct o i.fyoDs h.ginfhlohnf O u oIhelenrdlasn sebd ye

a ieehffdinosdlapi’flrhilres e adtsni en e p indvnim rheit ohuecfnpfa“alhtfivdehtGtrnriea leatdnoc elr hk cnverasrt- eaea hstntceie ad adio eflepMl e. t a ictn navts vrepnreasseotmw oed vl

,e•me . ci”mu tont os epmoy,hstrrftenrosts encAcatyloiiaton’oi“ mppr h ft ceatoraouynse