Reform ... or business opportunity?

Presuming the new health insurance reform law is not overturned in the courts or repealed by Congress before many of the provisions take effect, things in the US are going to change. And in all of the comments for and against, I haven't heard anything about the exciting new business opportunity I see for a few enterprising souls. That opportunity is: health insurance sales offices at or near hospital doors.

The new rules will make pricing health insurance considerably simpler due to community pricing. The fact that existing conditions can't be used to deny insurance suddenly makes it worth ones while to buy insurance while, say, being wheeled off the ambulance.

Hospitals have everything to gain from such an arrangement - not only rent and a possible commission, but just because someone with insurance is statistically more likely to pay their bill than someone without. "You don't have insurance? Would you like some? We can hold off admitting you while you go to the office just past that pillar. If you prefer, I'm sure our friendly concessionaire would be happy to meet you halfway."

As for the insurance agent (or agents), this is an ideal situation. The buyers are motivated and are unlikely to request competitive quotes while bleeding. Indeed, the very fact that the patient arrives without insurance suggests he/she/it is not familiar with the prices in the market, and may be open to a more expensive policy. Much like a book store in a large airport, the insurance agent can command a higher premium due to location and timing.

And even the soon-to-be-insured patients benefit. They get convenient service while waiting for the x-ray technician to do those horrible things x-ray technicians have to do ("OK, now bend your arm backward and hold it flat against the plate while making a shadow rabbit with your hand. Smile!"). Their hospital bills, less a deductible and co-pay, are paid for without regard to preexisting conditions like, oh, a broken femur. And of course it's in the hospital's interest to only allow legitimate policies to be sold in their facility, so the patient has some reason to believe they're dealing with an honest, though not necessarily inexpensive, product.

But what of those who can't buy insurance before being admitted? Say they can't sign the forms due to being unconscious or having two broken hands? What of them? An enterprising agent would make room calls once the patient or the patient's next of kin is ready to buy insurance. Granted, no insurance will pay for treatment given before the policy is purchased, so it is clearly to the patient's advantage to buy early. However, this policy may cover a significant portion of the patient's treatment.

It's surprising that this isn't discussed more in the popular press or political speeches.