Marketing studies help craft health overhaul pitch

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Associated Press

Posted on March 31, 2013 at 6:33 AM

Updated Sunday, Mar 31 at 9:02 AM

WASHINGTON (AP) — The Obama administration is tapping the secrets of mass marketing to help sell the health care law to millions of uninsured Americans.

It's a big challenge:

How do you convince folks that one of the most complex and controversial programs devised by government may actually be a good for them?

The federal Health and Human Services Department has posted marketing research online that provides insight into more than 48 million uninsured.

Three groups are critical to so-called "Obamacare's" success or failure:

They're the "Healthy & Young," about 48 percent of the uninsured, the "Sick, Active & Worried," 29 percent, and the "Passive & Unengaged," 15 percent.

The challenge for the administration: sign up lots of the Healthy & Young to offset the higher costs of covering the sick and worried.

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