From a pure business perspective—and I start sounding less the capitalist, which I am, and more the socialist—the difficulty is explaining it. The most important determinant of health is not genetic, not lifestyle, but income. If you want to reduce health care costs significantly in the country, give people income, and they'll solve the problem themselves.
From a business perspective...? I would like to hope and think that our social justice would actually solve the human tragedy of poverty, but it hasn't; it just hasn't. From a business perspective, invest in the people and you'll solve a major deficit problem.