During the AHIP Operations and Technology Forum health plan executives will outline the operational and technical challenges health plans in the health insurance marketplaces. The forum is sponsored by the Association of Health Insurance Plans. Speakers will outline strategies health plans are using to market plans on the exchanges and the methods used increase consumer engagement. Among the feature speakers will be Steven Brill, author of the cover story for Time magazine in March, “Bitter Pill: Why Medical Bills Are Killing Us,” and Judith Hibbard, a senior researcher and professor emerita at the University of Oregon, who has worked on the Patient Activation Measure (PAM), which health plans use to characterize how engaged patients are in their care.