"With so many products being commoditized

... by the [Affordable Care Act], I'm seeing a variety of approaches to redefining their value proposition to group and commercial buyers. But there doesn't appear to be a uniform model or accepted go-to-market structure across the industry. At this stage in health reform, and with the emergence of public and private exchanges, we wondered if that would push more coherence or commonality in the approach to the market."

— Donald Gallo, a leader in Towers Watson's health insurance team, told The AIS Report on Blue Cross and Blue Shield Plans*.