Preventative treatment for disease is ten, hundred, thousand times cheaper than treatment ex post facto.
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Sounds like a misguided incentive ...
But even with your point, all insurance companies I've ever had cover with in the UK have had some element of support for preventing illness (periodic assessments, support material and trackers) and, at least with people covered under company schemes, they clearly have an incentive to offer more if you are at risk of becoming affected by a preventable illness.