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Insurers Find a New Way to Move Product

The passage of the Affordable Care Act (ACA) in 2010 along with the resulting transformation in the health care industry created many challenges for health insurers in the United States. Already confronting rising costs, insurers needed to find innovative ways to retain existing clients and also grow their business portfolios because the public exchanges would dramatically change how people purchased their health coverage. For carriers of medical plans, in particular, pricing and merchandising policies in the public exchanges weren’t anything like what they’d experienced in the past. In fact, as every insurer knew all too well, their companies were usually the first consumers would blame for the costs ...

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