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HEALTHNOW HEALTH PLANS

What sort of customers do health insurers want most? Healthy ones, of course. People who make minimal use of the health plan are essential, since their premiums largely pay the way for those who get seriously ill, have triplets, etc. HealthNow will win its share of robust subscribers with ads that treat the need for heavy-duty healthcare as something unexpected. (“No one plans for these things,” the copy begins.) The fit-as-a-fiddle sorts would be unmoved by ads that position the health plan as a user-friendly provider of regular service.

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