I think what's needed is likely more than outreach: there are two big problems with the insurance market right now that prevent competition.
First, the barriers to entry to start a new health insurance company are incredibly high. There have been four health insurance startups (Oscar, Clover, Bright, SeeChange) launched in the last several years. SeeChange went out of business. Bright has yet to launch. Oscar and Clover are active in a handful of markets, but for 90+% of people, their choices are limited to the insurers that existed before the ACA.
Why is it so hard to start a new health insurance company? First, it requires $50m+ in reserve capital to get a state license before you can sell your first policy. Second, once you're in business, your ability to negotiate prices with hospitals is determined by your scale, so new entrants are at an inherent disadvantage: they're negotiating on behalf of perhaps 10,000 members. United, in comparison, negotiates on behalf of 70 million people. There's an inherent vicious cycle here of worse prices => fewer members => worse prices.
Second, the Affordable Care Act built in several financial mechanisms--risk adjustment, reinsurance, and risk corridors--to stabilize premiums. Some of those are being defunded by Congress, and so the result is that in some places, premiums are destabilized; in others, insurers are withdrawing entirely. Our general political disfunction is now having a very specific and negative impact on people's lives.
Does this mean government regulation is all bad? I don't think so. There are certainly places where repealing regulation could help create a competitive market, but also places where adding carefully-crafted regulation could promote competition.
For example, passing a law requiring hospitals to charge all insurers the same rate (they can set the rate to whatever they like) would mean that new insurers are competing on a level playing field with the giants. Functioning reinsurance would lower the reserve capital requirements for a new insurance startup to stay in the market for long enough to build a membership base.
With those two changes, would level of competition and innovation in health insurance be the same as in photo sharing apps? Not quite. Healthcare is a complex business. But I think we could get substantially closer to that level of innovation, and that would be good for everybody.