Health plans are refining their marketing messages to greet an entirely different kind of audience as they prepare for a surge in newly eligible consumers. "From a business perspective, we have a much larger market to now go after," says Jamie Peck, managing partner for Rosetta's healthcare vertical. The downside is that people are usually uninsured because of their economic situation, so we are going to have to be sympathetic and targeted about how we message these consumers." Read more