Health Insurers Compete For Customers As Obamacare Marches Forward

Sawyer Miller for Blue Cross of Idaho

Blue Cross of Idaho's "Blue Hat" campaign is the company's first-ever effort to build brand awareness among individual consumers.

The federal health care law often called Obamacare is moving steadily forward, despite pushback in conservative states like Idaho.  In addition to everything else, the law means big changes for the individual insurance market.  As of 2014, millions more people will be shopping for health insurance for themselves and their families.  And insurers are already jockeying for that new business.