"The industry is poised to expand, and they are really going after insurance companies and employers," said Judy Dugan, research director and health policy advocate for Consumer Watchdog, a nonprofit, nonpartisan consumer advocacy group in California. "That's where the money is," Ms. Dugan said. "They see that as the way to get a much larger market." The industry push comes as health care costs continue to climb about 8 percent annually and as employers seek deeper and deeper savings. "This is fruit just waiting to be plucked," Ms. Dugan said, although she advocates caution until more outcome data are available and some recourse is available to patients if things go wrong.