In our previous episode, we talked about a set of TV commercials that use behavioral

research to sell financial products like life insurance.

It's great to think optimistically, but let's plan for whatever the future might bring.

And this got us to thinking about how you might sell a different kind of insurance, one

that doesn't even exist yet, and what kind of ad you'd make for it.

Okay, here's what I would show.

That's Steve Levitt.

He's my Frekenomics friend and co-author.

I would show a sickled person, but not the way sickled people are usually shown as being

you know, reasonably happy and fit.

But what really people who are dying look like, deformed, can't breathe, suffering deeply.

And then at the bedside would be a bunch of children in tattered clothing looking kind

of hungry and seeming as if they could really use a college education or something.

And then the voice of God coming over would somehow make the point that another two weeks

of pain so bad it distorts your face lying in bed in a coma isn't worth the cost of your

kids or your grandkids I should say, not being able to go to college.

So this TBA might sound something like this.

We all want to take care of mom, but the doctor says her treatments might cost hundreds

of thousands of dollars and even social never fully recover.

And we've got two kids to put through college.

Millions of families are struggling with these same decisions.

Now a new healthcare plan puts you in control.

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