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The millennial generation — which generally refers to individuals born between 1980-1996 — continues to fascinate businesses. Millennials are now the biggest cohort in the workforce and are opening the majority of small businesses. That means they hold a lot of power, both through the products and services they purchase and by way of social influence. Companies are motivated to understand millennials and win them over.

That is not an easy task, considering millennials show high levels of distrust in major institutions and most businesses. The health insurance industry, which struggles with public opinion more broadly, has a long way to go in terms of gaining millennials’ business and trust. Below are three factors they should consider to convince millennials decision-makers that health insurance is an important purchase. 

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