I heard an analysis on the radio today on one of those gambling shows and they tried to answer the question of how to make the coin flip irrelevant.
Their conclusion was that, keeping the same scoring rules as now (TD wins, FG gives the opposition a shot) the team winning the coin flip could choose between:
A) taking the ball first but at the 15 yard line, with no kickoff.
Or
B) kicking off.
The reasoning is that when starting a drive at the 15, the odds of what team scores next is precisely 50-50.
I prefer no change, since it is not too far from 50-50 now... maybe 53-47, IIRC.