This contribution purports to come up with reform proposals that promise to improve the benefit-cost ratio in health from the point of view of taxpayers and (potential) patients. It starts by noting that a high and increasing share of health care expenditure in the GDP does not per se indicate a need for reform. Rather, the guiding idea is that decisions in the health care sector should be tied more closely to the preferences of consumers, who must obtain more ways to express their willingness-to-pay. The 10 proposals are directed to health insurers, physicians and medical associations, hospital management, and policy makers proper. Moreover, initial steps for implementing them are sketched, such as abolishing the division of lines in the regulation of (private) insurance, freeing health insurers from any-willing-provider clauses, refraining from imposing uniform nationwide fee schedules, and directly subsidizing poor consumers for buying health insurance rather than institutions such as hospitals and homes for long-term care.