TurboTax, Not Travelocity, May Be Better Analogy For Health Exchanges

For years, we've been hearing that health insurance exchanges created by the Affordable Care Act are going to be "online marketplaces, like Travelocity" where people will buy health policies like plane tickets.

But a consumer focus group in Colorado suggests people are going to want something more like TurboTax. Like paying taxes, buying insurance is a complicated proposition, rife with jargon and high stakes: Errors can cost big money and run afoul of the law.

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Source: Kaiser Health News