Integrate Risk Lowering Strategies - Part 3

We've been talking about risk lowering strategies. Here's another example:

For example, there was a company that sold a non-insurance health benefit card that allowed a person to receive substantial discounts on dental, vision, and prescription services. They sold the card for something like $13 a month, or $150 for the year, but hardly anyone bought it. The sales agents complained and complained about how nobody wanted to buy the card, and their advertisements got almost no response. Well, the card was actually a really good deal...if people would use it. A person could save about $300 to $800 a year depending on their use. But think about it - how excited would you be to listen to a guy try to sell you some health benefit card for 15 minutes?