Pretty much the way it has always been done; you offer a quality product and/or service that people want to buy and the company lives within its means. Find a risk pool for health insurance if need be. Work with employees when times get tough -- everyone, including the owners -- make adjustments when needed.
Living within you means by today’s standards means paying substandard wages and forcing the uninsured to turn to government insurance programs. I have dealt with private insurance (parents), it doesn’t work well and is very expensive.