You want to affect the consumers, all you have to do is have their healthcare premiums be based on a physical that tests how well they take care of themselves, discounting of course things and conditions that are out of peoples control. You take good care of yourself in all ways you can control, you pay less. You're overwieght you smoke or eat foods(too much) that affects you're health i.e. cholesterol you pay more… a lot more, and you would see behaviors change. Now we are subsidizing their behavior with our premiums.