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Covered California News & Commentary

Topics of interest to both consumers and agents related to Covered California and the ACA biased in favor of the successful implementation of the Exchange and deliberately apolitical.


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You may soon be buying your health insurance at Avocado. That’s right, the California Health Benefit Exchange is looking for a catchy name for its new online health insurance marketplace or at least one that is not such a mouthful (no pun intended) as its institutional name. Exchange board members, will pick a name next month and its staff and consultants are sorting through suggestions as we speak. They are looking for a brand that will generate some buzz.

The name Avocado along with its suggested tag line - A uniquely California approach to affordable healthcare - was one possibility presented at the Exchange board meeting last week. Exchange board member, Kim Belshe said, “I am drawn to avocado.” Ms. Belshe is brilliant, so this makes one wonder if she was joking or perhaps it really is the right name. “I think it would be fantastic and I hope they pick it,” said Lee Cole, CEO of Calavo Growers Inc. in Santa Paula, the state’s biggest avocado producer. “Avocados are probably one of the healthiest foods around and they certainly have a distinct California flavor”.

Another name being considered is CaliHealth a favorite of Diana Dooley, Exchange Chairwoman and Secretary of California’s Health and Human Services agency. She thought CaliHealth might appeal to younger consumers. HealthHub is also favored by Sec. Dooley.

A huge marketing campaign for the newly-named Exchange is scheduled to launch in January 2013.

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