Analytics -- the mathematical savior of oh-so-many population health management (PHM) programs -- is all the rage in health IT marketing circles these days. As the electronic medical records gold rush slowly ebbs over the next few years, attention is gradually shifting to approaches we can use to fundamentally change the cost and quality of care... and what we should do with all this data. But how transformative are these PHM solutions? Many PHM offerings today look remarkably like yesterday's offerings. For executives making decisions on new solutions, the issue is further clouded by marketing messages that describe any product capable of running a report as having "analytics" with "models" for improving the quality and/or cost of care.