Insurers have three messaging campaigns to prepare, one for each possible PPACA decision by the Supreme Court: The health care law is upheld, the law is overturned, or parts of the law are overturned. In the first scenario, the insurers who said they’d maintain some provisions of the law regardless of the decision will be able to remind consumers that they were looking out for them even if the law had been overturned. If the law is overturned, insurers will still remind consumers about their resolve to keep some elements of the law no matter the decision. Companies also focusing on niche markets will tailor messaging to those affected by the ruling—the Medicare community about drug coverage, for example. In the third scenario, insurers are likely to create messages around helping people with pre-existing conditions get some form of insurance.

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