Because, Medicare officials say, consumers understand words like “marketplace” better.

“We are recommending not using the word ‘exchange’” in enrollment materials, Julie Bataille, director of the CMS Office of Communications, said last week at a meeting of outreach advisers. And while she didn’t mention the preferred substitute, she dropped hints.

“Words like ‘marketplace’ resonate much more with the consumer and also tend to be something that is all inclusive,” she added.     MORE