MNsure Shows Way to Effective Healthcare Advertising

I've commented earlier (in my August 4th and 10th posts) about the Kaiser Family Foundation survey showing that half the adults in the nation say they do not have enough information about the Affordable Care Act to understand how it will impact their own families. Indeed, about 40 percent say they are either unaware or confused about the very status of this new law.

This points to the importance of attention getting information placed in a helpful context so people can understand, trust and act appropriately to the benefit of themselves and their families.

To that end, the 18 states establishing health insurance exchanges are initiating public information campaigns.

Minnesotans can begin enrolling on October 1. To assist them, MNsure - the state's name for its health insurance exchange - has begun its public information campaign.

This MNsure commerical is a demonstration of effective health care communication. It is not a healthcare lecture. Rather, it employs the state's key iconic figure to appeal to all Minnesotans and to motivate viewers to visit the health exchange website.

The website is attractive, easy to navigate and straightforward. Importantly, the overall tone and manner is cheerful. My 1997 article in the Journal of Advertising Research was the first scholarly study showing the importance of these factors in website based communication for brands and organizations.

This is a complete campaign with televsion, radio, print, and outdoor advertising with the website as the key focal point. This radio commercial underscores the cheerful and informative tone and manner.

The Affordable Care Act is an important public matter. Here we see advertising playing the critical role effectively bringing needed awareness and information so members of the public can make decisions in their own best interests.

The MNsure campaign was produced by BBDO Proximity in Minneapolis.

  Copyright © 2013 by John Eighmey. All Rights Reserved.