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Whether consumers receive insurance through their employers or not, they are demanding choice and transparency for a number of reasons. Photo: Getty Images.

There is a drumbeat of change being heard in health insurance, signaling a drive towards greater choice and transparency, delivered through digital mediums.  But in an industry not known for either transparency or technology, achieving this goal can be difficult for both carriers and consumers. 

Before diving into the challenges and solutions this industry faces, it is worth exploring what is driving this shift towards choice and transparency.  We see two key dynamics that have come together: consumer demand and plan proliferation and differentiation.

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