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In recent years, consumers' sentiments around their health plans have shifted dramatically: people are increasingly worried about the soaring costs of health care and their financial obligations within their health plans, while in tandem expecting premium experiences with streamlined integrations that allow them to seamlessly navigate, make smart decisions, and actively participate in their own care management. We have seen many industries shift to a more personalized, digital business approach to engaging consumers, which some are deeming an effort to replicate the 'Amazon experience,' in which services are integrated and personalized to suit an individual's needs. The health care industry is no exception.

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