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Pro-Healthcare Reform Ads Suffering an 'Identical Crisis'

Gienna Shaw, for HealthLeaders Media, August 12, 2009

A third ad, "Illness," from the health insurance industry trade group AHIP, has the same flavor and delivers the same message but deviates slightly from the formula with voiceover narration. (Same depressing music playing in the background, though.)

"Illness doesn't care where you live. Or if you're already sick. Or if you lose your job. Your health insurance shouldn't, either," the narrator says, as photographs and videos of people who represent Americans at risk play on the screen. "So let's fix healthcare. If everyone's covered, we can make healthcare as affordable as possible. And the words pre-existing condition become a thing of the past."

OK, now I feel like I'm repeating myself.

So here's my question (it's the same as last week, in fact): Do the pro-reform ads work? More importantly, do they work as well as the anti-reform ads? Is a clear, consistent message better than attention-grabbing creative concepts and claims?

Head on over to the MarketShare blog to watch the videos of these and other ads let us know what you think.


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