Health care for many consumers in the US can be difficult to access, even under affordable circumstances. Companies like Amazon (AMZN) and Eli Lilly (LLY) are attempting a more direct-to-consumer approach to help ease some of the woes, bust what else can be done to help consumers easily and affordably access great health care in the US?

Paul Markovich, CEO of Blue Shield of California, is joined by Yahoo Finance Health Care Reporter Anjalee Khemlani at the JPMorgan Healthcare Conference to discuss innovations that improve the healthcare sector.

Markovich lays out some examples of what needs to be changed: "I would love to see us change the rules of the system so they facilitate that kind of innovation in consumer focus. So for example, that would include bringing health care to the digital age, retiring fax machines, just getting a comprehensive digital record with all the information from physicians and hospitals and health plans and pharmacy in one place that's available for the member."

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Editor's note: This article was written by Nicholas Jacobino

Video Transcript

ANJALEE KHEMLANI: What do you think about the changes that are happening in health care right now. We're seeing a lot more focus on the consumer, like in Amazon, Lily just announcing their Lily Direct. So what do you think about that platform where a legacy pharmacy pharmaceutical company is trying to get in front of consumers?

PAUL MARKOVICH: I love it. I mean, I just think that the more innovation we can have that is consumer centered, that's trying to improve the experience, anything that's trying to make it more affordable, a better service experience, more personalized, higher quality, trying to get the right drug to the right person, at the right time in this case, I think that innovation is long overdue. And so I applaud it.

ANJALEE KHEMLANI: And that seems to be your philosophy. You're really focused on things like that, on ways to make healthcare easier for the consumers, yeah, for the patients. What is it that you think needs to be done in insurance specifically, in order to get there?

PAUL MARKOVICH: Oh, absolutely. And our mission I think drives us to try to make the system better. What I would love to see from payers, because we set the rules of the system, I would love to see us change the rules of the system so that they facilitate that innovation and consumer focus. So for example, that would include bringing healthcare into the digital age, retiring fax machines, getting a comprehensive digital record with all of the information from physicians, and hospitals, and the health plan, and pharmacy in one place that's available for the member.