Idaho's $70 million insurance exchange starts Tuesday for as many as 200,000 people in the state to enroll via the Internet for federally subsidized insurance, a key component to President Barack Obama's health overhaul.
Just don't expect to see an immediate marketing blitz: Television, newspaper and other ads due to cost $3.5 million initially won't be ready until mid-October.
A skeptical Idaho Legislature approved its state-based exchange in March, leaving far less time than other states, including neighboring Washington and Oregon. Those states have been working on exchanges for up to three years.
Exchange director Amy Dowd hasn't set a target for enrollment, saying her goals "are to get the word out that this is available."