Will the SHOP program ever attract substantial interest from small employers? “The underlying market isn’t so broken that employers are crying out for a solution. What they want is dramatically lower premiums, and that’s not what SHOP offers,” says Rosemarie Day, president of Day Health Strategies and former chief operating officer of the Massachusetts exchange. “I think SHOP is a tough sell.” Moreover, she notes that HHS hasn’t focused much attention on promoting SHOP to small businesses. Some state-based exchanges have worked hard to promote them, but haven’t yet seen significant results.
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