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Employer Incentives for Health Plan Offering

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Company X sells health coverage to employer consumers and would like to partner with company Y, which is not engaged in the sale of health plan or other benefits/insurance products, to incentivize employer consumers to purchase a group health policy from Company X. Essentially, if employers purchase a group health policy, they would receive a nominal discount on services from Company Y. 

I am familiar with incentives in other contexts, but this is new. Curious about limitations regarding this kind of promotion and incentive program. 

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