Posted in Affordable Care Act, Health Insurance, Online Video, tagged ACA video, BCBS North Carolina, BCBSNC, blue cross blue shield north carolina, health insurance video, health reform hits main street, health reform video, kaiser family foundation, linkedin on May 31, 2013 |
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BCBS of North Carolina recently launched a new video to explain healthcare reform and the Affordable Care Act to its members. It is a very friendly, non-threatening presentation of the issues involved although they do dwell on the negative (potential increase in cost of health insurance premiums for individuals). Frankly, it’s a nice use of online video (I believe it also aired in a shorter version as a TV commercial). From a creative perspective, I love the accessible tone and design of this video. However, the content, in my opinion, does little to answer the questions of consumers and perhaps raises more questions than it answers. It certainly does nothing to relieve individuals of their concerns about how the ACA might impact them.
Here’s the text that introduces the video on YouTube:
“The Affordable Care Act, or ACA, will be in full swing by January 2014. But many people still have questions about what the ACA is and how it will impact them. Understand how ACA could affect your coverage and costs, and learn about your options for finding a plan that’s right for you. BCBSNC is dedicated to helping you find an insurance plan that meets your needs and to keeping premiums as affordable as possible. To find out more, visit NCHealthReform.com.”
Here’s a well-crafted video from the Kaiser Family Foundation, dealing with the same subject matter, but giving a more balanced view:
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Blue Cross Blue Shield of North Carolina recently launched a new TV campaign. It caught my attention so I thought I’d share it here. The campaign contains powerful messaging that directly addresses consumers’ uncertainly at a time when the healthcare landscape is changing:
“Free of worry, Free of fear. Free of uncertainty. Uncover that feeling again because you are protected with the compassion of the cross and the security of the shield.”
“…go back to a time when you were braver than you even knew. You can go there again because you have the power of a card that opens doors in all 50 states.”
Check out these TV commercials from the campaign:
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Here’s a good news story for the holiday season – and my good news stories don’t often include stories of collaboration between payers and providers! Enjoy.
Blue Cross and Blue Shield of North Carolina (BCBSNC), and the UNC School of Medicine (UNC) are collaborating to create a physician assistant (PA) master’s degree program designed for returning military veterans with input from the United States Army Special Operations Command team at Fort Bragg, N.C. The program will build on the medical experience and training that Special Forces Medical Sergeants receive during their service and provide opportunities for veterans who want to transfer their unique and hard-earned skills into the health care system. This collaborative effort will improve health care access for North Carolinians by reducing the shortage of health care professionals in our state.
BCBSNC has pledged $1.2 million over the next four years to help UNC establish the master’s curriculum and hire full-time program staff. A significant portion of the grant will provide scholarship funds through the Medical Foundation of North Carolina to assist Special Forces Medical Sergeants who have transitioned out of the military. The program will be based in the School of Medicine’s Department of Allied Health Sciences.
The United States and North Carolina are facing a deepening shortage of doctors and primary care physicians. Some figures estimate that by 2020, there will be a national shortage of about 150,000 physicians and 65,000 primary care physicians. And in North Carolina, almost 1 million people live in areas that do not have enough health care professionals to effectively serve their communitiesii. UNC will create a two-year curriculum with training rotations at UNC Hospitals and free clinics around the state. The program’s training will focus on primary care to meet the needs of underserved communities in North Carolina.
Research has indicated there will be high interest and participation in the program. A 2010 national survey of Special Forces Medical Sergeants revealed that nine out of ten respondents wanted to pursue a career in health care outside of a military setting, and about half were interested in becoming PAs.
The UNC Master’s of Physician Assistant Studies degree program, pending approval by the Board of Governors, is in the early planning stages and plans to enroll its first class of student veterans in 2015.
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Posted in Crowd Sourcing, Trends, Web 2.0, tagged BCBSNC, blue cross blue shield of NC, crowdsourcing, kaiser permanente, linkedin, mayo clinic, miles appel on March 20, 2012 |
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(File this post under shameless self-promotion.) One of the people I enjoy connecting with when I attend healthcare marketing conferences is Michele von Dambrowski, publisher of eHealthcare Strategy & Trends. I’ve known Michele for a number of years and she has graciously attended several of my presentations. Recently, Michele and her editor, Mark Gothberg, approached me about writing an article for eHealthcare Strategy & Trends. The topic they wanted me to cover was “crowdsourcing among hospitals and health plans.” I’ve been intrigued by crowdsourcing and jumped at the opportunity. My article is included in the March 2012 issue of the publication.
As part of my research for the article, I was fortunate to interview Lee Aase, Director of Mayo Clinic’s Center for Social Media, Miles Appel, Director of Internal Web Capability for Kaiser Permanente, and Andrew Keen, author of The Cult of the Amateur. (If you aren’t familiar with Andrew Keen, you should definitely check him out. He is a fascinating individual.) Even better, bear in mind that this is an article about crowdsourcing in healthcare, I was able to integrate a quote from Alexander Hamilton, one of the political philosophers whose thinking informed the development of our form of government. In the end, it was a lot of fun researching and writing this article. Organizations like Mayo Clinic, Kaiser Permanente, Blue Cross Blue Shield of North Carolina, and the Harvard Clinical and Translational Science Center are innovating through the use of crowdsourcing programs. I definitely invite you to learn more about crowdsourcing in healthcare, and , if you have time, to read the article. If you don’t subscribe to eHealthcare Strategy & Trends, you can learn more about the publication by clicking here.
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Earlier this week I published a blog post that was critical of the new ad campaign that BCBS of North Carolina has launched. BCBSNC was quick to comment on my post with a thoughtful and well-reasoned response. Although I still stand by my earlier assessment of the campaign, it seems right to share their response and perspective with you. I believe that BCBSNC will be part of the solution; they have to be. But I do not support the tactics they have employed through the use of this ad campaign. It is clever but beneath them and intellectually dishonest. See their official response below. Also, after their response, I have provided links to some of the press coverage of the campaign.
Thank you for visiting LetsTalkCost.com and sharing your perspective on your blog. We acknowledge that BCBSNC has a role to play in finding real solutions for reining in medical costs. If we’re going to make a difference and address out-of-control costs, we have to start somewhere. The campaign we’ve launched featuring the scapegoats was a way for us to do that.
We used goats to emphasize that no one group is to blame, but to make it clear that everyone, including us, has a role to play. The humor in these ads helps us make our point and address the complexity of the issue, but we are serious about the need to control medical costs.
LetsTalkCost.com was developed to hear the voices and opinions of people just like you. I think we can all agree that medical costs are on an unsustainable path. There are a lot of good conversations taking place and I would like to hear your thoughts in the discussions.
VP, Corporate Affairs for BCBSNC
Here are links to some of the press coverage:
“Blue Cross ad campaign looks at health care costs” – News & Observer – http://www.newsobserver.com/2011/04/14/1128377/barnyard-humor-for-blue-cross.html
Blue Cross of N.C. campaign focuses on making health care affordable – Charlotte Business Journal – http://www.bizjournals.com/charlotte/news/2011/04/13/blue-cross-of-nc-campaign-focuses-on.html
“Blue Cross ad campaign may get some viewers’ goats” – Smart Brief – http://www.smartbrief.com/news/hcmarketers/storyDetails.jsp?issueid=EE5EE6C5-8FCC-47AC-BD76-5C42DD8B4AB1©id=F8775313-5107-4450-86CF-7F7A14072803
Post by Dan Dunlop, The Healthcare Marketer
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