States prepare to market health coverage to the uninsured

02/12/2013 | Wall Street Journal, The

States faced with the prospect of bringing millions of people into health insurance exchanges are developing strategies such as partnering with local celebrities and athletes to reach the 30 million uninsured Americans who soon will be eligible for coverage under the Affordable Care Act. "We have to look at doing things a lot differently than what's been done in the past because this is a very unique audience, and we're marketing a product that's never been marketed before," said Michael Marchand of the Washington Health Benefit Exchange.

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