What’s in a name? Plenty if you’re the California Health Benefit Exchange, which pledges to have a website operational by September displaying the various health-care plans more than 3 million individual Californians without coverage and the operators of small businesses can purchase beginning January 1, 2014. To accomplish the exchange’s mission of ensuring more uninsured Californians become insured, a great deal of marketing will be required. Some $90 million is earmarked for “outreach,” which, like “reform,” varies depending on the definer. Part of that outreach is the creation of a name designed to resonate with consumers significantly stronger than “California Health Benefit Exchange.”
