One of the problems with considerations of affordable health insurance is simply ignorance on the part of the public. People do not stop to consider their true personal needs and therefore don't take the time to look into the different policies and options that may be available to them.
But another problem with the issue of affordable health insurance is that so many people don't pay for all or most of their health insurance at all: instead, their employer pays it and takes a small deduction (if any) out of their pre-tax paycheck, a deduction with they quickly become conditioned to never miss.
Insurance in any context is typically characterized by low premiums, a high deductible and limited coverage. But in the U.S., this gets turned on its head by collusion between the government and insurers (and the public just asks for more and more). Health insurance is characterized by super high premiums, low deductibles, and "comprehensive" coverage. Just imagine how high your auto insurance premiums would be if your plan covered oil changes and tire rotations!
This has led to much outcry about health insurance reform in this nation; but for the time being you have to deal with what's laid before you.
So, the way to begin searching for more affordable health insurance if you have to pay for your own is simply to accept a plan that pays out in fewer circumstances and starts paying after a higher deductible threshold.
If you do this, you'll need to take a careful personal risk assessment first. What is your health like? What is your family medical history like? Do you have any special needs? If you're looking for a family plan, what are the answers to these questions for the members of your family? You'll also want to be informed on "preventive medicine", or ways of living a healthier lifestyle so you won't need to use or risk the need for payouts from your health insurance as much.
Another consideration you may come across is duration of needed coverage. Perhaps you are looking for a health insurance plan only because you are in between jobs but you fully expect to find a new job very soon, and one with benefits. Again, you may want to cut costs by (admittedly) taking your chances on a lower premium, higher deductible, less comprehensive plan to tide you over before you can get back to having a small deduction taken from your paycheck once again.
One of the very best solutions to this conundrum for people who are self-employed is the MSA, or Medical Savings Account (sometimes called the Archer MSA in honor of the congressman who helped create the MSA by sponsoring its amendment, Bill Archer). The MSA is a savings account that earns tax deductible interest for medical expenses and works a lot like an IRA. The account owner makes contributions and earns interest on those funds. These interest gains are tax-deferred or tax free when withdrawn for medical expenses. There are usually limits on annual, but not on lifetime, funding of the account.
MSAs are a more affordable health insurance because they have relatively low premiums and higher deductibles, and the premiums are further offset by the tax-free interest growth.
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