Advertising has reached a new low during this campaign for the Midterm elections. Social Media plays its part in distributing “fake news” and has become a platform for anyone who wants to put the blame somewhere. I really don’t “get it”. How many people have had their minds influenced or changed by the number of ads on television? They are repetitive and extremely boring. Their claims are too wild to even be considered and the repetition is anything but friendly. These ads are like the spam sales calls you get on your cell phone, you block one and another one pops up on your caller ID.
Really, Do They Think We Are That Stupid?
A couple of months ago we were subjected to the spectacle of Nike producing an ad with one of the most controversial figures in football, Colin Kaepernick. The controversy over the pros and cons were debated in many corners. The company stock price jumped and online sales increased significantly immediately after the ad. Some items sold out. The ad campaign was heralded as brilliant. They got $43 Million worth of free media exposure in the first 24 hours after the ad went public. It also generated a tremendous backlash dropping their favorability rating significantly among many consumers. The spike it produced has faded with many consumers boycotting the brand; the jump in stock price has faded. To some the ad campaign was a success but to others it was the nail in Nike’s coffin. That doesn’t sound like complete success to me.
It’s hard to know what many advertisers are selling in some of the ads that are appearing. Shock and awe are the bywords, or make it so ridiculous that we will remember it and even talk about it later but will we remember what company dared to be so outrageous? I do remember, but it has NOT spurred me to save 15% or more on car insurance.
This is the jaded audience that must understand the differences in health insurance.
Our explanations to the consumer are almost non-existent. There are many sides to the healthcare argument, but, for the general public it is hard to understand the coverage differences. Even though individuals, employers, and families continue to pay for insurance, many cannot afford to use the insurance or go to the doctor, or get a prescription. Premiums, deductibles, and coverages have changed so significantly that a large portion of the paycheck is going to healthcare costs. People are making less money today as a result of the cost of healthcare. They are paying large premiums and still cannot pay for a simple office visit. Increased emergency room visits and higher costs are the result.
There is no simple answer to the healthcare dilemma. I am sure that politicians do not have the answers. Insurers are in healthcare to make money. It is a business. If possible, we should shop our healthcare costs as we do other major purchases. Annual premiums are approaching the costs of a new car. As we wade through the “fake news” and shock and awe advertising we must be proactive, and we must be more diligent consumers for our healthcare products just as we are for our clothing, car insurance and choice of government official.