Some of the work going into setting up state health insurance exchanges is figuring out what to name them. Some think the word “exchange” is too government-speak. Maryland went with the simple and straightforward Maryland Health Connection. California used a focus group to narrow down some of its choices—avocado and condor were rejected, eureka and ursa made the cut. However, coming up with a cute name is not as important as what you build around it, says Claudia Caplan, a marketing expert with the RP3 agency, especially if the experience is going to be as enjoyable as a trip to the DMV.