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The way they care for people who need care defines a society. The Nordic societies have a proud tradition of securing the basic needs of its citizens by providing each individual with equal access and equal financing of basic care and health care services. Historically, their societies have provided these services in public monopolies. Over time it became more and more challenging for the public monopolies to satisfy their societies’ ambitions to meet the increasing and more individualized needs, desires and calls for freedom to choose from new and larger aging generations.