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Obamacare marketers could learn from book publishers

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Rollouts have been getting a bad name since the Battle of the Bulge, but usually not because the product was unavailable. New Coke, the Ford Pinto, the USFL — all launched on time. The public said "meh," and they went away. Non-transparent pricing has been dead longer than Elvis. The first thing you show folks is the price, not the last. Single-screen data gulps are my preferred choice, and I...

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