This heavy half scenario and related objective is to identify the heavy users of health services and to determine how to reduce their demand. For example, an HMO might profile the heavy users to determine whether there are any consistent usage patterns. This might lead to some intervention or more thorough screening prior to appointment scheduling. It also might require shifting certain deductible requirements to minimize excessive use. The middle users are, for most managed care plans, the individuals who follow standard levels of use and requirements. It is the last group, the nonusers among the subscriber poll, which is the financial lifeblood of the managed care plan. For this segment of the market, the managed care plan must develop retention strategies to ensure that these nonusers see value in the product that they purchased.