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Norvax: Web Shoppers Use Agents

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Many consumers explore individual health insurance options online, but most end up talking to real people before buying coverage.

Executives at Norvax Inc., Chicago, the company that runs the insurance shopping site at Document Link, have reported that finding in a summary of results from an analysis of the activities of 446,500 online insurance shoppers who voluntarily requested a quote or contact from insurance agents this past summer.

Many consumers looked at the Web for information about health insurance, but more than 90% ended up speaking to an agent, broker or insurance company sales representative, Norvax says.

The typical consumer who actually buys health insurance online is a single woman in her 20s or 30s, the firm says.

Only about 20% of the online shoppers now have health coverage, and about 16% have pre-existing conditions or weight levels that could make them “uninsurable,” Norvax says.


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