Dive Brief:

• The health insurance marketplace's enrollment period is set to reopen Nov. 15, and insurers are running marketing blitz to prepare. 
• This year, competition will be tougher with more health insurers in the race and a higher number of enrollees. 
• Health Care Service Corp. is putting restrictions on language for ads to avoid confusion -- like banning the use of the word "deadline" since there are multiple dates depending on the situation. 

Dive Insight: 

Anytime a massive institution is established like the healthcare marketplace, confusion and chaos is inevitable. Insurers are correct to start aggressive marketing campaigns to both retain and gain new members. The efforts in the first few years of the marketplace could help secure health insurers' future in the space.