Health insurance retail stores

Some health insurance companies are opening retail stores where you can shop for a policy, check on claims and get one-on-one health education coaching. For example:

  • Highmark Blue Cross Blue Shield just opened its newest Highmark Direct store in Erie, Pa., the company's ninth retail outlet in the state.
  • Blue Cross and Blue Shield of Florida has opened 10 Florida Blue Centers in the state.
  • Last year, UnitedHealthcare opened a 16,000-square-foot center in New York, which the company says will serve as a model for future centers. The insurer operates several other smaller stores.
  • Aetna continues to market high-deductible health plans through Costco, the members-only warehouse retailer, in nine states. Costco employees provide brochures that describe the health insurance program, and Costco members can go online or call to sign up for a plan. Aetna plans to expand this program to other states.

Private insurance exchanges

In addition to the state-sponsored exchanges, a variety of private exchanges will serve as marketplaces for  comparing health plans and buying coverage.

Private exchanges have been around for decades. Nonprofits or companies, rather than the state or federal governments, own and run private exchanges. Some feature plans from a single health insurer. Others let you compare plans from competing health insurance companies. In some cases, your employer might contribute a certain amount of money for you to purchase insurance and then send you to a private exchange to pick out a plan.

Why have private exchanges when state-run exchanges will open in 2014? The private exchanges give health insurers another channel to market their products. In Massachusetts, where a government-run exchange has operated since the state reformed its health care system, health insurers have continued to market to groups and individuals through privately run exchanges.

Meanwhile, no matter where they're sold, all health plans will have to live up to minimum standards of coverage set by the Affordable Care Act. That means you will qualify for coverage even if you have a health condition, and plans must provide certain benefits.

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