HHS Rebranding Exchanges as 'Marketplaces'
HHS officials are ditching the "exchange" moniker within the healthcare reform law's health insurance exchanges and substituting "marketplace," according to a report by The Hill.
Administration officials said "exchange" didn't effectively convey to the public what they were for, whereas "marketplace" conjures up a more vivid image of shopping and dealing with vendors.
The marketplaces, established in the Patient Protection and Affordable Care Act, require each state to have a site that can be operated by the state, the federal government or in partnership between the two bodies. Nearly all Republican governors have denounced operating their own insurance marketplaces, but others have said doing so gives them greater control over the plans that are offered on the sites.
The marketplaces will go live Jan. 1, 2014.
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