Instead of "health care reform," President Obama made it clear he is really calling for "health insurance reform" at his primetime news conference Wednesday evening.
He used the phrase five times in his opening statement.
"Even as we rescue this economy from a full-blown crisis, we must rebuild it stronger than before. And health insurance reform is central to that effort," he said.
The White House clearly thinks that reforming health insurance is an easier concept to sell to Congress and the American people than a massive revamping of the health care system.
The prime time news conference in the East Room was not the first time Mr. Obama has used that formulation, but it was the most frequent.
As part of his revised sales pitch, Mr. Obama wanted to answer the questions he thinks Americans are asking about his health care plan: "What's in this for me? How does my family stand to benefit from health insurance reform?" (There was that phrase again.)
His arguments were the ones we've been hearing for months: more health care security and stability, coverage for everyone, no denials for pre-existing conditions, lower costs for patients and less deficit spending for the government.
He was adamant in stating that "health insurance reform" will not add to the federal deficit over the next decade. "And I mean it," he said as punctuation to the pledge.
The president fired back at Republicans who he said are spreading "a lot of misinformation" about his plan. And he was more forceful than even before in asserting he will not be defeated by them.
"I'm the president, and I think this has to get done," he said.
He also stood his ground in demanding that the House and Senate each pass a health care bill before embarking on their August recess, after being asked, why the rush?
"I'm rushed because I get letters every day from families that are being clobbered by health care costs," he said. "And they ask me, 'Can you help?'"
But that's not the only reason, he said.
"If you don't set deadlines in this town, things don't happen," argued Mr. Obama. In Washington, he said, "the default position is inertia."
He charged that some opponents want to defeat him on health care for political gain.
"This is not about me," he said. "I've got the best health care in the world. I'm trying to make sure that everybody has good health care, and they don't right now."
He said he would be willing to accept the same health care benefits to be offered in the government plan, but conceded it's not an option at the moment.
"I'm the president of the United States, so I've got a doctor following me every minute," Mr. Obama noted.More Coverage of Obama's Press Conference: Obama: Changes Will Make People Healthier Full Transcript Full Video Obama: Cops Acted "Stupidly" in Professor's Arrest Obama: "Why Not Pay Half Price?" Obama: Banks Will Act Recklessly Without Reform Bob Schieffer: Obama Trying to Take Control Reality Check: Do Obama's Health Care Claims Hold Up?Jindal Pans Obama's "Marketing" of Health Plan?Obama's "Stupid" Comment Disappoints Cop More Video: Opening Statement On Professor Gates Sacrifices For Healthcare Reform? Politics of Medicare Instant Analysis from Bob Schieffer and Nancy Cordes
Mark Knoller is a CBS News White House correspondent. You can read more of his posts in Hotsheet here. You can also follow him on Twitter here: http://twitter.com/markknoller.