health benefit exchange

Shots - Health Blog
1:32 pm
Tue September 25, 2012

Branding Health Care Exchanges To Make The Sale

Peter Lee, executive director of the California Health Benefit Exchange, discusses California's health care plans in Sacramento in July.
Rich Pedroncelli AP

Originally published on Tue September 25, 2012 4:39 pm

As states work to comply with the federal health care law, many are designing their insurance exchanges, where people will be able to shop for coverage.

But just the word "exchange" sounds to many like off-putting government-speak, and some states are eager to come up with a more appealing name for these new marketplaces.

Peter Lee directs California's Health Benefit Exchange. It's up for a new name, and Lee says they want it to sound fresh, dynamic and innovative.

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