Start a web site called: Sponsor My Health Insurance. Pools of under-insured/high risk families who are unable to afford health insurance would form groups on Twitter. Say some company wants start a Twitter List called "Healthy Pals". They could be anyone, but the incentive would attract those who have health insurance cost issues.
The advertiser now has a specific demographic they can work with. Marketing programs would be built around this demographic through an on-going personal rapport between the sponsor and Sam's Gals. The health insurance company sponsor would randomly select Toni's account for a direct payment for a specific procedure that Health Insurance Company ABC covers but not Health Insurance Company XYZ.
The investment in the personal connection would go "biral" (bi plus viral), first, by word of mouth (re-tweets) on the network, then by the social network's element of anticipation, which would foster word-of-mouth about the anticipation of sponsorship/funding...which would become a brand in itself.
This branding builds upon the new era of transactional marketing, where all companies will participate on a more meaningful (and less expensive) method of advertising. This person to person method creates the illusion of a transaction; it modifies the expectation of advertising and cross-dresses currency as barter. Payment is exclusive to the network; receipt is monetized by the network.
What is the lifetime of these transactions? For as long as the Betty who tells the story about how So and So covered her drug coverage for XYZ that company ABC would not cover. If not, the story will be there on Twitter, search-engine indexed, about the story of a health insurance company that paid for Betty's procedure.
I'm not an expert in the health insurance business model, but social-networking sponsorship opportunities seems to be a better way to gain specific market share with more control and less overhead costs. Share your experience with me. Data and Transactions are beautiful things. The ongoing funding needs of health insurance makes complements Twitter perfectly.
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