Health plans operate in both consumer and enterprise worlds. They must market themselves to an increasingly discerning public by differentiating their plans. In the senior market, companies with Medicare Advantage plans are competing with traditional fee-for-service Medicare and need to educate consumers about improved outcomes possible under these managed care plans. Health plans are undergoing the transformation from volume to value along with the rest of the industry. Therefore, they must collaborate with providers to determine how concepts like value, outcomes and quality are defined and measured.