A firm that specializes in digital and direct marketing has started a division that caters to health insurers.

Hacker Group Inc., Seattle, says Jill Kaufman and Tom Reid will run the new HealthHG unit.

Hacker is starting the unit partly because of a sense that the new Patient Protection and Affordable Care Act will increase the need for health insurers to reach out to consumers, the firm says.

Current clients include Highmark Inc., Pittsburgh, and Blue Cross and Blue Shield of Alabama, Birmingham, Ala.