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Calif. Health Benefits Exchange Considers Name Change

A new marketplace that aspires to be a hub where millions of Californians can soon buy health coverage is in the process of branding itself.

One of the key initiatives of the federal health law in California could soon have a new name.

The California Health Benefit Exchange is building a new online marketplace with the goal of covering millions of Californians in a few years.

Executive Director Peter Lee says the current name doesn’t speak to what the Exchange is trying to do. “It sounds like you need to swap something. There’s no swap here. It’s a marketplace that’s going to enable people to buy inexpensive health care.”

The Exchange wants a name that characterizes it as “a fresh approach to what many feel is a broken healthcare system.” It wants to avoid a sense of wasteful government bureaucracy.

The government project expects to have a new name by the end of September. It will come up with a logo shortly thereafter.

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