The new individual coverage "open enrollment period" system could be more of scarecrow than a sales killer.

At least that's what health insurance industry marketing veteran Jeff Smedsrud thinks.

Smedsrud, the former chief marketing officer at Independence Holding Co., recently took over as the chief executive officer at HealthCare Inc.

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Allison Bell

Allison Bell, a senior reporter at ThinkAdvisor and BenefitsPRO, previously was an associate editor at National Underwriter Life & Health. She has a bachelor's degree in economics from Washington University in St. Louis and a master's degree in journalism from the Medill School of Journalism at Northwestern University. She can be reached through X at @Think_Allison.

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