Florida set to launch its owns limited insurance marketplace

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Florida set to launch its owns limited insurance marketplace

By Barbara Liston ORLANDO, Florida (Reuters) - Florida's own health insurance marketplace, long touted by Republican lawmakers as a free-market solution to providing affordable health coverage, is expected to launch as early as next week. Six years in the making, Florida Health Choices will open for business with an inventory of products that cannot legally be marketed using the words insurance, coverage, benefits or premiums, according to Chief Executive Officer Rose Naff. The brainchild of U.S. Senator Marco Rubio while he was a state legislative leader in 2008, Florida Health Choices has been held up by advocates as a better alternative to President Obama's signature Affordable Care Act. The law created state-based online health insurance exchanges that opened on October 1 for coverage on January 1 and sell plans with minimum benefit requirements.

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