Obamacare marketing campaign will cost over $680 million
As President Barack Obama’s health care law moves from theory to reality in the coming months, its success may hinge on the success in advertising attempting to reach people without health coverage.
Obamacare will now go from campaign rallies to a full scale marketing campaign, costing millions Photo by Infrogmation
This campaign will not come cheap, with the total amount to be spent nationally on publicity, marketing and advertising will be at least $684 million, according to data compiled The Associated Press from federal and state sources.
A recent survey shows that the “about 16%” of Americans who are uninsured, still know little about the law despite all of the political debate and media coverage.
“It’s not sugar cereal, beer and detergent,” said Brooke Foley, chief executive officer of the Chicago-based Jayne Agency, one of the advertising firms crafting messages to reach the uninsured.
The Obama administration and many states are launching campaigns this summer to get the word out before enrollment for new benefits begins in October.
The targets are mostly the working poor, young people who are disengaged, or those who gave up their insurance because of the cost. Three-quarters are white. Eighty-six percent have a high school education or less.
“They’ve been shut out. It’s too expensive and it’s incredibly confusing,” said David Smith of the advertising agency GMMB, pitching the health law’s benefits in Washington and Vermont.
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