Sadly true of most people. I found that a short explainer video on my website helped too. There are those patients who say, "I read every word of your website and want to sign up" but there were many who just called and asked if I took their insurance. I also found that comparing it to something people understood really helped. For most of my patients, a CSA is known and understood. I know a lot of docs compare it to a gym membership.
Also, it's important to find what some people call "gatekeepers"...others who interact with your target population and will recommend you. For me, it's midwives and lactation consultants (I see a lot of young families). For someone else it might be unions, estate planners, therapists who specialize in LGBT, or whoever your target population is.