Direct Line Blog

As Obama messages about health care, insurance companies quiet

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As the nation watches and holds its breath to find out if Congress will revamp our aging healthcare system, health marketers are standing by. Obama’s camp has released a series of ads around his push to reform the healthcare system. And as you’d expect from the politicians that used digital channels to increase voter attendance, they’ve done a great job of integrating their messaging across channels.

The TV ads show stories of people who have been denied coverage because of pre-existing conditions. His Web site is centered around the idea “Organizing for Healthcare,” and clearly outlines his position and goals with the major undertaking. There are videos on the site, with Obama and there is an option to “Declare Support,” which collects both donations and e-mail addresses. Obama’s Facebook page and his Twitter pages are updated hourly with media about his agenda.

So what are health insurance companies doing to fight back? From what I can tell, a whole lot of waiting. Most of the insurance companies that I have called to comment on the subject have declined my invitation. I met with today one interactive agency head today whose business is focused on the healthcare vertical. He said that his clients aren’t doing anything yet. They are waiting to see what happens before they plan media spend, because afterall budgets will be affected by the outcome of Congress’s plans. So the news on the agency and brand side, is that there is no news.

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