Utah is ditching the loaded label "health exchange" and looking to re-brand its online insurance portal to resonate more with consumers.
Plans to rename Utah’s Health Exchange and possibly scrap all references to the word "exchange" were announced this week at an advisory board meeting by its director, Patty Conner, who said the word carries negative connotations.
Initially plagued by high premiums and lackluster enrollment, Utah’s Health Exchange now insures 5,513 employees and their dependents at 225 small companies. Data also show that prices inside the exchange are lower or the same as those outside.
Whether she was referring to the shopping tool’s halting success, or public angst over Obama’s signature health overhaul, isn’t clear.
In an interview, Conner said the re-branding effort will be more of a publicity blitz geared toward drumming up business in preparation for 2014, when 300,000 uninsured Utahns will be forced under the federal health law to buy insurance.
http://www.sltrib.com/sltrib/news/53766136-78/exchange-health-utah-conner.html.csp
Hat Tip: The Salt Lake Tribune
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