A shopper walks toward the pharmacy at a Little Rock, Ark., Wal-Mart store. (AP Photo/Danny Johnston, File)

WASHINGTON (AP) — Seniors enrolled in seven of the 10 most popular Medicare prescription drug plans will be hit with double-digit premium hikes next year if they don’t shop for a better deal, says a private firm that analyzes the highly competitive market.

The report Monday by Avalere Health is a reality check on the Obama’s administration’s upbeat pronouncements. Back in August, officials had announced that the average premium for basic prescription drug coverage will stay the same in 2013, at $30 a month.

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