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.