The health reform law will bring millions of new potential customers to insurers’ doorsteps ushering in a new age of consumerism. New services, tools and communication strategies are being developed to attract and retain business. Health insurance companies will offer health coaching, online tools and medical information. They’ll develop mobile apps to help you find the closest pharmacy in your network and then show which drugs are covered by a plan. They’re creating video and online games to help monitor diet and exercise. And some have set up retail stores where patients can talk with a specialist about health insurance options or hash out problems with claims. But future employers are also expected to shift more costs to employees, and consumers will generally take on more of their healthcare expenses according to a recent report in the Los Angeles Times.