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Key Findings

• Only about 7 percent of the nonelderly purchase individual insurance.
• People in poor health pay about 10 percent more for insurance than their healthy counterparts.
• It would take very large price subsidies to attract new purchasers.
• Reducing nonprice barriers, such as the effort required to get information about insurance products, would spur purchase about as much as modest subsidies.
• Consumers are willing to pay higher premiums to have lower deductibles.
• Maintaining an individual insurance market will probably require controlling premium costs.