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Health reform requires marketers to rethink their approach

As health plans prepare for a surge in newly eligible individual consumers of their products, they’re also refining their marketing message to greet an entirely different kind of audience. “From a business perspective, we have a much larger market to now go after,” Jamie Peck, managing partner for Rosetta’s healthcare vertical, told DMNews. “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.”