health care exchange Health Insurers Get Creative Hoping to Lure In "Young Invincibles" By LaToya Dennis • Jan 27, 2014 Security Health Plan of Wisconsin Listen Listening... / 2:57 There’s good and bad news about the new federal health care exchange. More people are signing up, but they’re mainly older adults. If the trend continues it could spell trouble for the marketplace. Bus Messages Encourage People to Shop on Health Care Exchange By Ann-Elise Henzl • Nov 1, 2013 MCTS Listen Listening... / 1:38 If you’ve seen a Milwaukee County bus lately, you may have noticed a new digital message on the front. It alternates with the one telling you where the bus is headed.