A 9-million person market is a powerful one to tap. Blue Cross Blue Shield Association, which represents Blues plans across the country, is the latest to launch a retiree private HIX, coming this summer. There is keen interest in the upcoming exchange, says Maureen Sullivan, senior vice president of strategic services at BCBSA, due to pent up demand from the 8-9 million retirees in the U.S. who demand such a solution, according to BCBSA data.
The Blues exchange is aimed at retirees familiar with BCBS plans who wanted to stay Blue, [but] there wasnt a solution for them, Sullivan says. We saw a gap in the market and launched this retiree exchange.
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