The New Normal
The functionality of Healthcare.gov and the state insurance exchanges has improved markedly since their near-disastrous roll outs in October 2013, but many companies nonetheless believe they can make the process of buying health insurance as consumer-friendly as other online shopping experiences. With the third year of open enrollment underway, startups as well as established vendors look to lure shoppers away from the public exchanges with additional insurance offerings and better customer service.
This Domain Monitor describes the growing market for consumer-facing health insurance shopping tools and examines to what extent these services have been able to distinguish themselves from the public insurance exchanges.
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