Health Insurance Reform Marketing: Full Court Press

Health Insurance Reform Marketing: Full Court Press

With a public that remains skeptical of both the concept and execution of healthcare reform, the Obama administration believes that what is needed is a greater public relations effort. Strangely for a president whose campaign marketing was wildly successful and admired, he has largely dropped the ball in this respect.

Simple--yet effective--slogans like "Yes we can" and "Change you can believe in" turned into convoluted explanations of how health coverage will now be available to people with pre-existing conditions whose employers fail to offer insurance. While it is perfectly understandable that many Americans would consider the purported benefits not worth the drawbacks and cost, supporters feel that even those who would see direct benefits do not know or understand it yet.

Seeking to change that, President Obama is conducting a speaking tour in between Gulf oil spill emergency commitments and dealing with other issues. His first stop had him highlighting one of the near-immediate provisions: the $250 prescription drug rebates for Medicare recipients. Older Americans have been more cold on the concept of healthcare reform in general. The news has been on how the law results in some cuts to Medicare Advantage programs. Meanwhile, this demographic is already insured, so most positive elements of the bill do not assist them (although they may help younger family members).

Over the summer, several parts of reform will come into effect. These include stronger regulations against health insurer industry practices some consider abusive, the temporary high-risk affordable health insurance pool for people with pre-existing conditions, and a consumer-friendly website meant to make comparing coverage options easier. Obama plans to draw attention to each of these moments through speeches and other media appearances.

Simultaneously, Democrats in Congress will be running in contentious battles to retain their seats in the November midterm elections. If this promotion strategy cools some voters' anger towards the legislation, the gamble will pay off and prevent the GOP from regaining a majority in the House of Representatives and/or the Senate. However, it also runs the risk of only reminding them of a negative issue.

Furthermore, those government agencies responsible for implementation must do their part. If their efforts are flawed, those marketing tactics will only serve to highlight those flaws. The administration has few chances left to sell healthcare reform. With the Dunn-Grossman advocacy groups and a potential $25 million advertising blitz, proponents hope that this campaign will succeed.

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