NU Online News Service, Sept. 28, 2007, 3:45 p.m. EDT

Market analysts at International Business Machines Corp. have come to the conclusion that the U.S. health insurance industry might look different in 2015 than it does today.

Rising costs will lead to a shift away from private employer-sponsored plans, toward individual coverage and government-sponsored plans, according to the analysts at IBM, Armonk, N.Y.

Consumers will want more personalized information and help, the analysts predict.

The shift also may lead to increased use of “health, wealth and value coaches” who will help consumers buy health coverage, manage health savings accounts, and shop for health care and wellness services, the analysts write.