In this June 25, 2012, photo, physician assistant Anna Streuli, right, examines Maria Guzman at the Multnomah County's Mid-county Health Center, in Portland, Ore. (AP Photo/Rick Bowmer)

Health Plans Gear Up To Sell Directly To Consumers

As the health care 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 […]