Health Insurance Exchanges (HIEs) have garnered support on both sides of the political aisle during the health reform debate. If the final reform bill includes a public option or non-profit co-ops and a mandate for coverage, the principal method by which non-insureds will be purchasing insurance will likely be through HIEs. Health insurance, unlike an airline ticket, is not a commodity purchase and there are a number of factors that will affect a consumer's decision in addition to price.

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On the day when President Obama is getting ready to have a primetime news conference that will likely feature healthcare reform efforts in Congress, it is difficult to divine the final form that reform legislation will take. It is easy to get mired in the politics of reform and overlook that the healthcare industry is at the beginning of what may be an extended period of innovation.

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