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HealthCare.Gov Fumble Creates Ad Opening For Competitors

"If HealthCare.gov were the product of a private-sector entity, it's likely that things would be playing out differently in the wake of its disastrous rollout," Ken Wheaton writes for Ad Age.

"The figurative streets would be paved with figurative blood as heads rolled, legal action might be in the offing and competitors would definitely be jumping on the opportunity.

"But it turns out that at least one company is taking advantage of the situation, if ever so gently."

That company is Wellmark Blue Cross Blue Shield, which is running a series of three commercials in Iowa and South Dakota touting the ease of buying health insurance from its website. To wit:

1. Sample.


2. Reflex.


3. Blood Pressure.


Indeed, buying through Wellmark's site looks simple.

"Our new plans offer you all the benefits and features you need like guaranteed coverage and the Affordable Care Act's (ACA) essential health benefits," the site boasts.

And as the Obama administration reboots and rebrands, it might want to consider Wellmark's creative force Campbell Mithun, to reposition the ACA.

A mixture of humility and humor could go a long way toward recovering the ball.


Comments welcome.


Posted on November 21, 2013

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