Private health insurance exchanges are changing the way insurers need to do business as the model shifts from wholesale to retail. A new study from PricewaterhouseCoopers finds consumers are a lot less focused on the price of their plan than insurance executives believe them to be.

In a survey of 100 health insurance executives, 94% said they thought price would be most important to consumers when selecting a health plan. But of 1,000 consumers surveyed by PwC’s Health Research Institute, only 64% said they consider price when selecting a plan.

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