To successfully navigate health reform, carriers must swiftly adjust their marketing, sales, and product strategies to put a greater emphasis on a direct-to-consumer model – a shift from their long history of marketing primarily through plan sponsors, brokers, and other third parties. This business-to-consumer dynamic brings the need for a new method of communication – a more personal, 1-to-1 approach – and a new way of incorporating the principles of customer relationship marketing (CRM) across the organization.