The individual and SHOP (small business health options program) exchanges are getting significant media attention these days. When PPACA was enacted in 2010, one of its components was the creation of federal and state-based exchanges. The intent of these new marketplaces was to give more Americans access to affordable, quality health insurance and to reduce the growth in healthcare spending in the US. Broader eligibility offers the potential to increase pharma sales. However, manufacturers – particularly those facing generic competition – will need to make their case to consumers if they hope to benefit from this larger market.