Of the half-dozen insurers that sold plans on the Illinois Health Insurance Exchange for 2014, there was a clear winner. Blue Cross & Blue Shield of Illinois, a subsidiary of Health Care Service Corp. and the state’s largest insurer, signed up 92 percent of all 217,500 enrollees between October and mid-April.

Rivals are now regrouping for the next open-enrollment season, contemplating lower prices and higher-profile marketing to better compete with Blue Cross, which has sewn up more than 60 percent of the market and offers plans statewide based on name recognition and low prices.

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