The Liberal Democrat health spokesman has suggested that taxpayers be offered cash incentives to lead healthier lifestyles.
Speaking at the Lib Dem conference in Bournemouth on Monday, Norman Lamb cited international examples of how public health could be improved.
Lamb proposed a freedom for health boards to raise some revenue locally, allowing them to innovate.
He suggested that this could include tax incentives for: people who attend health check-ups, those who enrol their children in sports or activity clubs, or for employers who pay for staff gym membership.
"Using locally raised resources, why shouldn't health boards create direct incentives - tax-back payments - particularly focusing on disadvantaged communities?" he asked.
Lamb also set out plans to hand more power over the NHS to local communities and patients.
He said the Lib Dems would abolish strategic health authorities, with locally-controlled health boards "free to commission services from a range of providers to secure improved quality of care and value for money".
However he added that the party would "reject the central imposition of private providers".
"Our approach - a liberal approach - sees a fundamental shift from Whitehall to communities and individuals," he said.
"First we'll dismantle the wasteful and centralised NHS bureaucracy and give power to local communities - to introduce proper accountability for the first time...
"But critically, our approach is a twin shift of power. Local power and accountability but also people power - giving real control to individuals - putting patients in the driving seat."
Lamb said there would be rights to choose care providers and better access to information, as well as direct payments and individual budgets for those with chronic conditions.
And he called for extra payments for GPs and dentists who choose to work in deprived areas.
Dods Parliamentary Communications Ltd