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Three months before the debut of Healthcare.gov last year, Hollywood celebrities huddled with President Obama at the White House over their plans to urge Americans to buy health coverage under the Affordable Care Act. The president took to late-night television himself to spread the word. And on the eve of the launch, an op-ed by the nation’s top health official appeared in major newspapers across the country, proclaiming that “better options for better health are just a click . . . away.” But now, as the second sign-up time arrives this weekend for Americans to buy health coverage through the law’s insurance marketplaces, the administration’s high-wattage 2013 sales campaign has given way to a 2014 strategy that is shorter, more targeted and lower-key. (Goldstein, 11/13)

Facing high political stakes and re-energized opposition, the White House is tweaking its strategy for year two of the health law’s insurance enrollment after last year’s problem-plagued launch. President Barack Obama , who appeared alongside celebrities with youth appeal during the first enrollment push, won’t be in the U.S. when the insurance exchanges reopen Saturday, though he will speak about the Affordable Care Act in his weekly radio address that morning. Top administration officials plan to fan out for an appeal that relies on customer testimonial and uses a smaller marketing budget. (McCain Nelson, 11/13)