Breaking into a new market is difficult for any product, but especially a new health care provider. Add on top of that the fact that the target for this particular program was justifiably suspicious seniors, and you have some idea what we were up against. We introduced our new health care provider as an old friend - emphasis on old. A senior health plan that's been around longer than you have. The product was so well received in California, Aetna took Senior Choice nation wide.