But once the services had to compete for labor in a free market, they expanded the benefits that Kristof now hails.

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Private insurers will compete to find ways to reduce costs for seniors, and innovate with different benefits to better serve and attract customers.

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To compete with the profit-making companies for properties, the housing advocates are combining the benefits of their nonprofit structure with the financial flexibility that comes from operating a REIT.

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Indianapolis delivered more or less ready-made benefits packages, with little room for customizing, making it tougher to compete with the likes of UnitedHealthcare and Cigna.

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Across the country, Blue Cross plans are often leaders in their markets in the provision of individual benefits as well as small group plans for small and medium-sized businesses as they compete with the likes of UnitedHealth Group (UNH), Aetna (AET) and Humana (HUM) for these new customers.

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