USA Today, December 4, 2012

As the healthcare overhaul moves ahead, the nation's health insurers are scrambling to reinvent themselves, hoping to boost their image and entice millions of Americans to enroll, some for the first time. The new customers will mostly shop for and buy their own insurance—a different and harder-to-reach group than the industry's traditional employer clients. So insurers are seeking novel ways to reach them—online, in shopping centers, even when they're preparing their taxes.

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