the growing unaffordability for health care in the united states. >> along with his treatment, timothy blumberg is helping to test a model with late-stage cancer. >> is your primary goal to fight this, making sure it's all of their system. >> blumberg meets regularly with health care coach. the role is to provide the big picture to help patients think about how cancer treatment will fit in with the way they want to spend the rest of their lives. >> can i learn about what it is that you want to do? >> i want to do more travelling. i want to spend time with my kids. i'm getting emotional. >> reporter: what are they getting from you, that they don't get from someone else? >> they get someone helping them through their care. with me they are discussing things, what they are feeling, what they want to do, what they understand is their prognosis, what they understand are the side effects. >> do you take inhalers in. >> no. >> oncologists designed the programme to try to change the way we treat and over treat some of america's sickest and expensive patients. >> it's easier to say "oh, lung cancer, let