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Health care for small companies: A conversation with the head of a private insurance exchange
Orange County Register

Imagine walking into a Nordstrom stocked with only a single pair of black shoes – no options for size, color or shape. Now think of a single insurance plan for all people, regardless of their age, income, medical needs or personal preferences.

Ron Goldstein, CEO of Orange-based Choice Administrators, a private health insurance exchange company, used the Nordstrom metaphor to explain the appeal of multiplan insurance exchanges for small businesses as opposed to plans that are one size fits all.