Is There a Healthcare Reform Ad That Will Resonate with the Public?

Are the messages getting through?
There is plenty of noise about healthcare reform, but there are still questions about whether individual messages are being heard through the commotion. Dunlop says healthcare reform advertising is not adding to the discourse. They are not providing education or information, but simply targeting specific populations for action.

Dunlop suggests healthcare reform spots should speak to the public in terms that are "instantly relatable and authentic. We all understand the idea of losing a job, or having to face chronic illness and the expenses that go along with that. I would work to make the advertising as real as possible, and avoid political messages with no substance behind them. They should strive to tap into shared values and experiences that will mean something to the viewer. Healthcare reform is so complex, no one is ever going to tell the whole story in a TV commercial. The best you can hope for is to make a connection on a human level—to convey a message that is relatable, authentic, and impactful."

DeTora says healthcare reform ads should avoid rhetoric, provide the facts, and build word of mouth. That will influence the debate, she says.

"Remember, no one likes the ads, they complain, but they watch," says DeTora.

Follow Les Masterson on Twitter.