(Bloomberg) -- The clinician called a prospective customer who was applying for health insurance to pose a very direct question: Why had she left the names of several medications she was taking off the application she submitted to Aetna? The clinician rattled off the names of the drugs, the dates they were prescribed, and the doctors who had prescribed them.

The woman insisted the information was wrong. She recounted the story to her mom, looking for advice. The mother was shocked and embarrassed. Those prescriptions were hers, designed to treat medical conditions she’d been hiding from her daughter. The secret was out, and the women were forced into an emotional conversation about the mother’s ongoing struggles with her health.

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