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Insurers preparing to market to consumers as coverage expansion nears
Modern Healthcare

With the coverage expansion provisions of the Patient Protection and Affordable Care Act just a few months away, insurers long accustomed to dealing only with major employers and their brokers are devising new strategies for marketing to individual consumers.

“We in healthcare should all hum a few bars from ‘The King and I’ with the song ‘Getting to Know You,’” says Dr. Jan Berger, chief medical officer at Burlington, Mass.-based Silverlink Communications, which works with health plans to get members to engage more in their own health.