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Competition and transparency have finally arrived in the individual health insurance market

As the co-owner of a graphic design business in San Diego, Calif., John O'Connell felt it prudent to offer his 30 employees a group insurance policy. He chose a large California health maintenance organization, Kaiser Permanente, as a provider and an expensive no-deductible plan as a policy. The monthly premium for a family was $922. Employees did not have the option of accepting a higher deductible in return for a lower premium.

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