An Idea With Promise

The Dodgeville dairy farmer had been paying about $1,400 a month for coverage for her family. But a new health insurance cooperative for farmers dropped her payments to nearly half that.

Cutting premiums in half.

All applicants accepted regardless of health.

Sounds great.

The Farmers' Health Cooperative of Wisconsin say it's growing fast. It's the nation's first such program and organizers say other states should consider adopting it.

Why not?

So far 1,600 farmers have signed up. The group's goal was 1,000 within the first year.

The plan launched in April. They enrolled 60% above their target in 6 months.

This has all the markings of a plan doomed to fail if not properly managed.

There is no magic to this industry. You can't offer something for half price and continue to survive.