Under the current business model, healthcare insurance in the United States is sold to individual consumers through brokers and employers. But as the U.S. healthcare industry continues to undergo reform, the market will increasingly shift from a B2B model to more of a B2C model where individuals have a stronger voice in their healthcare decisions, including greater choice over the healthcare insurance provider they select. As such, it's going to become increasingly important for healthcare insurers (i.e. payers) to develop a much better understanding of the needs, behaviors, and value of individual customers in order to tailor product offerings and support more cost-effectively.
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