Accept that this model at least allows market forces to shape it a little. As opposed to Insurance Companies who get locked in customers due to deals with an Employee. Since the doctors alone are responsible for getting customers and have to compete against insurance companies for those customers there is a good chance that this could succeed. After all if it doesn't work they'll just go under. But if it does then you have improved healthcare for at least a portion of the population. Doesn't sound like a net lose to me.