Health insurance companies find themselves in the center of the debate on health care reform, as Americans haggle about who should cover the uninsured. Cost and quality are recurring themes in the discussion. Now’s the time for health care insurance marketers to help their customers by making their web sites the go-to resource for provider quality and pricing information. Data show that consumers want their plan’s web site to include this information. Some hospitals are already doing this. I think it’s time we enter the fray; why should hospitals have all the fun?