Traditionally, health care and retail haven't mixed well together. Typically, health care companies haven't sold products to people. Instead, insurers sold coverage plans to employers and hospitals negotiated payment with insurers. But that is changing. The Affordable Care Act is accelerating several trends that spotlight individuals as stakeholders in their own health care. For one, employers, uncertain of the ACA's impact, are offloading more of the cost of care onto employees through high-deductible plans and health savings accounts. According to a study by the National Institute for Health Care Management, 69% of employers plan to shift even more of the cost of care onto consumers over the next four years.