Cigna launched a $25 million “GO YOU” national branding campaign last week signaling that they are gearing up for tons of new customers as health reform rolls towards 2014. That new business will come from the millions of Americans now uninsured who will start getting government subsidies as an encouragement to buy health insurance coverage. If those uninsured folks don’t get coverage, they will have tax penalties to pay.
No insurer wants to be left behind in this expanding marketplace, so Cigna, by being first out of the gate, hopes to build brand awareness that will ring bells in 2014 when consumers must buy insurance. It’s a smart strategy. One industry consultant says “most insurers have not built enough brand equity with consumers.”
Cigna’s ad campaign positions health insurance as Read more »
*This blog post was originally published at Prepared Patient Forum: What It Takes Blog*
EDITOR’S NOTE: Following Gary Schwitzer’s HealthNewsReview.org August 11th blog post below entitled “American Cancer Society: ‘Only’ A Fundraising Ad, Right?”, the American Cancer Society pulled its “Screening Is Seeing” ad the next day.
See Schwitzer’s follow-up post “Screening Is Seeing” Ad By American Cancer Society-Cancer Action Network (ACS-CAN) Is Pulled” and a related article by Mary Carmichael of Newsweek: ”The American Cancer Society’s Misleading New Ads.”
Also see “Common Themes In The Alzheimer’s Test Stories And The Cancer Society Screening Ad” by Schwitzer.
American Cancer Society: “Only” A Fundraising Ad, Right?
A well-intentioned ad campaign run by the American Cancer Society is too vague, and therefore may leave impressions that are imbalanced, incomplete and unsubstantiated — the kind of common tactic seen in many drug company ads. That’s my opinion based on my analysis of the ad and based on my reading of the text.
An American Cancer Society news release states:
The American Cancer Society Cancer Action Network (ACS CAN) is launching a new print and online advertising campaign in congressional districts across the country this week, urging lawmakers to fully fund a lifesaving cancer prevention, early detection and diagnostic program that is celebrating 20 years of screening low income, uninsured, and medically underserved women for breast and cervical cancer. The ads also send the message that when it comes to increasing your odds of surviving cancer, access to evidence-based early detection tools is critical.
The ads reference the Centers for Disease Control and Prevention’s (CDC) National Breast and Cervical Cancer Early Detection Program (NBCCEDP), which has a track record of reducing deaths from breast and cervical cancer. The program has provided more than 9 million screening exams to more than 3 million women and diagnosed more than 40,000 cases of breast cancer and more than 2,000 cases of cervical cancer since it launched in 1990. But with limited funding, the program is able to serve fewer than 1 in 5 eligible women.
The accomplishments of the CDC NBCCEDP are noteworthy. So this blog entry is no knock on that program. It’s a criticism of the ad. Read more »
*This blog post was originally published at Gary Schwitzer's HealthNewsReview Blog*
The American Medical Association will launch a multi-million-dollar ad campaign tomorrow to heighten pressure on Congress for a doc-fix bill. The American College of Physicians (ACP) reacted by calling for doctors to contact their member of Congress directly to let their voices be heard. Robert Centor, FACP, called for doctors to protest as well. (American Medical Association, American College of Physicians, DB’s Rants)
Meanwhile, a Florida medical society predicts a crisis in that senior-laden state. The society cited but did not name eight primary care doctors who’ve stopped accepting Medicare patients this year, and 12 cardiologists who left private practice for employment elsewhere because of already reduced payments. Unbelievably, business columnist Steven Pearlstein sorted through the issues around the doc fix, and concluded that it’s the docs that need fixing for paying themselves generous salaries. (Naples News, The Washington Post) Read more »
*This blog post was originally published at ACP Internist*