And with those dual competing pressures, there is an increased awareness by insurance companies that they need to move from a policy-centric business to one centered on customers.
Not only did the Massachusetts campaign help establish the norm that everyone needs to have health insurance it also promoted awareness around the subsidies and the affordable policies available.
Ian Owen, chairman of social care needs specialist Partnership Insurance, welcomed the plan but warned of "an absolutely chronic lack of awareness" of how much people have to pay for care, how long they are going to need it for and what their options are.