I am not CH but I read the article and the abstract and will provide my reaction.
this outline has been around for years. some of the ideas were part of McCain's plan in 2008. There are some very, very good ideas in there, no question. But there is a huge glaring omission. This plan basically does nothing at all to help people who make too much for Medicaid but don't have employer-provided insurance and can't afford to buy their own. There are two items in the Heritage plan that kind of pay lip service to this issue, but neither are adequate or even serious:
1) Tax equity - remove employee exclusion and give everyone and equal tax credit, but must be revenue neutral. From a general tax policy perspective this is certainly a good idea, but unless you use it to redistribute some wealth to uninsured poor people in a pretty serious way it is not going to get many more people insured. This would probably help on the margins with people like small business owners (typical Heritage target) but little or nothing for part time uninsured Wal-Mart stockers (not a typical Heritage constituent). Most of the people who are uninsured already don't make enough to pay any income taxes anyway, so a credit does nothing for them unless it's refundable like the EITC. That might help by putting cash in their pockets, but I don't think you can do that without new revenue from somewhere. At the very least, the people who get employer-provided insurance are going to be paying more tax to pay for the refundable tax credit for the others. And, the abstract does not specifically say it's refundable, so they may not even mean a refundable tax credit.
2) they throw out some nebulous suggestion to "encourage" the states to do a better job with Medicaid and offer state-level insurance premium assistance. Yeah, sure. Like the deep Southern states with the most poor uninsured blacks are really going to raise taxes to offer more assistance to their residents. Give me a freaking break. Of course what they really mean is privatize Medicaid, so instead of "government waste" we can siphon off taxpayer money to private stockholder profits.
On the whole, this plan would probably improve the insurance markets and probably bring down cost with increased competition. There are certainly some great ideas. For example, we should absolutely get rid of anticompetitive certificate of need laws, and I see little downside in getting rid of state level mandates and insurance regulation to remove barriers to interstate competition (you'd have to set up a federal regulator in their place, which I doubt Heritage would like). But I have serious doubts that the net impact of increased competition would bring down the cost of insurance enough to allow the currently uninsured to afford it without subsidies, or drag health cost inflation down to the rate of general inflation.