Marketing 'Obamacare' shaping up as big challenge

About 16 percent of Americans are uninsured, but despite years of political debate and media attention, more than three-quarters of them still know little about the law known as “Obamacare,” according to recent surveys.
By CARLA K. JOHNSON Published: July 25, 2013
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— It will make you stronger. It will give you peace of mind and make you feel like a winner. Health insurance is what the whole country has been talking about, so don't be left out.

Sound like a sales pitch? Get ready for more. As President Barack Obama's health care law moves from theory to reality in the coming months, its success may hinge on whether the best minds in advertising can reach one of the hardest-to-find parts of the population: people without coverage.

The campaign won't come cheap: The total amount to be spent nationally on publicity, marketing and advertising will be at least $684 million, according to Associated Press data compiled from federal and state sources.

About 16 percent of Americans are uninsured, but despite years of political debate and media attention, more than three-quarters of them still know little about the law known as “Obamacare,” according to recent surveys.

The Obama administration and many states are launching campaigns this summer to get the word out before enrollment for new benefits begins in October.

The targets are mostly the working poor, young people who are disengaged, or those who gave up their insurance because of the cost. Three-quarters are white. Eighty-six percent have a high school education or less. Together they make up a blind spot in the nation's health care system.

“They've been shut out. It's too expensive and it's incredibly confusing,” said David Smith of the advertising agency GMMB, pitching the health law's benefits in Washington and Vermont.

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