For years, clinicians have advocated for health insurance coverage for all Americans. Now, through the Affordable Care Act, the nation is one step closer to this goal. October 1, 2013, marks the beginning of a new era when millions will be able to enroll in health insurance at the Health Insurance Marketplace. Ushering in this new era presents an enormous opportunity for the entire health care system. It has never been more important for physicians and other health care professionals to be engaged in connecting people to coverage.