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People Are Shopping for Health Insurance, Surprisingly
The New York Times; subscription may be required Link to more items from this source
Dec. 28, 2014
"The high rate of returning shoppers may reflect differences in the marketplace's customers, compared with those in the other markets that have been studied in the most detail: senior citizens buying prescription drug plans and federal workers picking plans on their health benefit exchange. These customers may be more sophisticated web users or more price sensitive. They are also more likely to have had in-person help picking their first plan from a counselor, a person they may have called again for advice about renewals."

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