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, who directs California's Health Benefit Exchange, says it’s up for a new name, and he says they want it to sound fresh, dynamic and innovative.
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Source: Kaiser Health News