Speaking at University of South Florida, John McCain unveiled his health-care proposal to lower cost and increase coverage. "We want a system of health care in which everyone can afford and acquire the treatment and preventative care they need, and the peace of mind that comes with knowing they are covered," McCain said earlier today.

Stressing the importance of choice over mandates, McCain proposed a system where Americans could buy their health care from anywhere in the country, not just in the state they live.

"Americans need new choices beyond those offered in employment-based coverage. Americans want a system built so that wherever you go and wherever you work, your health plan goes with you," said McCain.

On a conference call with reporters following the event, senior economic advisor Doug Holtz-Eakin former Hewlett-Packard CEO Carly Fiorina talked about some of the details of the program, including the emphasis McCain would put on innovation.

McCain's plan, said Holtz-Eakin, "is a tribute to the best of medical science in America and the power of innovation. The Senator talked about harnessing that power and provide a more responsive system at lower cost."

McCain's plan would also include a $5,000 tax credit for families (and $2,500 for individuals) who choose to leave their company's health-care plan. This, said Fiorina, would "create a national market for health insurance."

"Clinton and Obama would propose the federal government would be in charge of your health care," said Fiorina. "McCain's plan puts the choice in the hands of the individual and the family, which depends on the powers of the free market."

There are some questions, however. McCain supports the idea of reimporting generic drugs from Canada to reduce the cost on seniors, which critics say would eat into the pharamaceutical companies research and development efforts. McCain also stresses the importance of prevention and "healthy living" as where lowering costs begins.

Whether McCain favors legislative efforts to promote "healthy living" remains unclear. Fiorina said there are models the senator is looking at that would offer incentives for consumers to live a healthier lifestyle.

These incentives, said Fiorina, would come in the form of "price breaks to focus people of prevention and wellness."

The campaign timed McCain's speech to the release of this new ad, "Health Care Action":