The Affordable Care Act has been one of the most controversial pieces of legislation passed in recent memory and the controversy over funding it has led to the first government shutdown in 18 years. Away from the foul air of Capitol Hill, the ACA has created big changes for health care providers and pharmaceutical companies alike. This week’s Wrap takes a look at how the ACA is changing the tactics of marketing professionals within the industry along with what is being disrupted by ACA fallout.
As Obamacare Rolls Out, Health Insurers Target Consumers With Educational Push
AdvertisingAge
Like their consumers, health insurers are facing big changes as the Affordable Care Act comes into effect. Marketing professionals predict an uptick in marketing budgets to attract the new consumers this law will create. Cigna Corp and UnitedHealthcare Group both have innovative plans to appeal to younger demographics while a more traditional approach is being relied upon for those over 55.
Welcome to the New Face of Big Pharma
Adweek
Big Pharma is contending with consumers’ growing industrial distrust. For this reason the nature of Big Pharma’s relationship with its consumers is being revisited by marketing execs. Some companies have begun constructing packages of value-added interactive data monitoring services and branded advisory tools to more holistically benefit their consumers’ health and save people from expensive long-term hospitalization.
Most Surprising Consequences of a Government Shutdown
ABC News
Some important services and programs are shut down until congress can reconcile its differences. ABC News has assembled a list of important programs and services, and which of them will be functional during the hiatus.
The ACA’s impact on health care is a case study on how external factors can change the way a company operates. Public perception and legislation can reframe debates and have real implications for entire industries. This underscores the importance of strategically communicating why the product or service an organization provides is important. Find out how WordWrite’s StoryCrafting experts can help define and communicate the strengths of your organization.
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Joe Ducar is a public relations intern for WordWrite Communications.
