I wonder if they will be setting it up as a health insurance cooperative, an organizational structure in which the primary goal is to serve its members, rather than to generate value for external shareholders: https://en.wikipedia.org/wiki/Health_insurance_cooperative
It's not at all unprecedented for publicly traded companies to create cooperatives for their employees. Employee credit unions are one example.
Co-ops were part of an early proposal while the ACA was still shaping out, but unfortunately, due to pressure from for-profit health insurers, they were later shot down: http://www.nytimes.com/2009/08/17/health/policy/17talkshows....
As a fan of distributism https://en.wikipedia.org/wiki/Distributism, I would love to see an increase in health insurance cooperatives, and cooperatives in general. Under a cooperative structure, the members/policyholders fully own the company, so it's not beholden to outside shareholders seeking to profit at the expense of its members. Any profits that a cooperative generates are returned back to the members/policyholders in the form of lower premiums, or improvements to services.