“We shop for everything else online, why not health benefits?" says Alan Cohen, co-founder of Liazon, the first private exchange for health care enrollment. Cohen walks us through the rise of private healthcare exchanges and how they give employees more control over their coverage. Cohen outlines where the pricing of health services are headed, including dynamic pricing and auctions. "I need to have a knee replacement: Bid on it," he says, describing how patients may buy services in the near future.