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Healthcare Reform Advertising

Posted Nov 04 2009 10:03pm

On August 6, 2009, Les Masterson wrote a story for HealthLeaders Media about marketers’ reactions to the ever so abundant supply of healthcare reform ads currently running. These ads have been produced by any number of special interest groups.Les interviewed me for the article, along with Gabrielle DeTora, a terrific healthcare marketing consultant and strategist. Gabrielle is a young thought leader in this business, and someone I’ve had the pleasure of befriending over the last year. Her insights are right on. Check out the article at http://www.healthleadersmedia.com/print/content/237125/topic/WS_HLM2_MAR/Is-Ther.

Here’s what I told Les regarding my perspective on healthcare reform advertising:

“When creating spots for healthcare reform, organizations should work to speak to the public in terms that are instantly relatable and authentic. We all understand the idea of losing a job, or having to face chronic illness and the expenses that go along with that. I would work to make the advertising as real as possible, and avoid political messages with no substance behind them. They should strive to tap into shared values and experiences that will mean something to the viewer. Healthcare reform is so complex, no one is ever going to tell the whole story in a TV commercial. The best you can hope for is to make a connection on a human level – to convey a message that is relatable, authentic and impactful.

Unfortunately, I believe that most people are confused and ill-informed about healthcare reform. The litany of TV commercials most likely serves to further confuse the issue. I don’t believe that the public is well served by the advertising surrounding healthcare reform. Most of the advertising is designed to activate a specific population, rather than educate or inform.”

If you’re interested in viewing some of the healthcare reform television ads online, see the list below for starters.

Americans United for Change
http://americansunitedforchange.org/

Stay Smart/Stay Healthy
http://www.staysmartstayhealthy.com/

The American Federation of State County and Municipal Employees, AFL-CIO
http://crooksandliars.com/logan-murphy/new-afscme-health-insurance-commercia

AHIP’s Campaign for an American Solution
http://www.americanhealthsolution.org/supporting-bipartisan-reforms

Republican National Committee
http://www.cbsnews.com/blogs/2009/07/20/politics/politicalhotsheet/entry5174851.

Democratic National Committee
http://www.cleveland.com/open/index.ssf/2009/07/democratic_national_committee.ht

Health Care for America Now
http://www.healthcareforamericanow.org/doctor.

Phrma, Families USA
http://www.harryandlouise.org/

Americans for Prosperity
http://www.makeamericahappen.com/health-care-for-all/health-care-reform-ad-campa

Organizing for America
http://www.barackobama.com/

Post by Dan Dunlop, The Healthcare Marketer

On August 6, 2009, Les Masterson wrote a story for HealthLeaders Media about marketers’ reactions to the ever so abundant supply of healthcare reform ads currently running. These ads have been produced by any number of special interest groups.Les interviewed me for the article, along with Gabrielle DeTora, a terrific healthcare marketing consultant and strategist. Gabrielle is a young thought leader in this business, and someone I’ve had the pleasure of befriending over the last year. Her insights are right on. Check out the article at http://www.healthleadersmedia.com/print/content/237125/topic/WS_HLM2_MAR/Is-Ther.

Here’s what I told Les regarding my perspective on healthcare reform advertising:

“When creating spots for healthcare reform, organizations should work to speak to the public in terms that are instantly relatable and authentic. We all understand the idea of losing a job, or having to face chronic illness and the expenses that go along with that. I would work to make the advertising as real as possible, and avoid political messages with no substance behind them. They should strive to tap into shared values and experiences that will mean something to the viewer. Healthcare reform is so complex, no one is ever going to tell the whole story in a TV commercial. The best you can hope for is to make a connection on a human level – to convey a message that is relatable, authentic and impactful.

Unfortunately, I believe that most people are confused and ill-informed about healthcare reform. The litany of TV commercials most likely serves to further confuse the issue. I don’t believe that the public is well served by the advertising surrounding healthcare reform. Most of the advertising is designed to activate a specific population, rather than educate or inform.”

If you’re interested in viewing some of the healthcare reform television ads online, see the list below for starters.

Americans United for Change
http://americansunitedforchange.org/

Stay Smart/Stay Healthy
http://www.staysmartstayhealthy.com/

The American Federation of State County and Municipal Employees, AFL-CIO
http://crooksandliars.com/logan-murphy/new-afscme-health-insurance-commercia

AHIP’s Campaign for an American Solution
http://www.americanhealthsolution.org/supporting-bipartisan-reforms

Republican National Committee
http://www.cbsnews.com/blogs/2009/07/20/politics/politicalhotsheet/entry5174851.

Democratic National Committee
http://www.cleveland.com/open/index.ssf/2009/07/democratic_national_committee.ht

Health Care for America Now
http://www.healthcareforamericanow.org/doctor.

Phrma, Families USA
http://www.harryandlouise.org/

Americans for Prosperity
http://www.makeamericahappen.com/health-care-for-all/health-care-reform-ad-campa

Organizing for America
http://www.barackobama.com/

Post by Dan Dunlop, The Healthcare Marketer

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