A great deal of the health insurance policy discussion today, and the reform proposed based on that policy, centers around the idea of consumer choice — providing individuals with options as a way to stimulate competition and reduce costs. In conjunction with this concept of choice is the idea that Americans will buy their coverage on a health insurance exchange. Choice of health insurance will help bring down the cost. We know that when individuals make their own purchase decisions about their health insurance, they tend to pick lower cost coverage. Click here to download the analysis.