On Sunday, March 21, 2010 the House passed President Obama’s healthcare reform bill, ending a century-long battle to change the U.S. healthcare system. A landmark victory for the Democrats, the new measure promises to expand insurance coverage to the millions who are uninsured and guarantees coverage for children with pre-existing conditions.

The bill will affect virtually every person in the nation. However, according to a recent poll released in April 2010 by the Kaiser Family Foundation, most Americans do not understand the new law.

The poll found that 55 percent of Americans are confused about the law and 56 percent do not have enough information to understand how it will affect them personally. Between the inaccurate information reported by the media and the political “spins” meant to demean the bill, such as the idea of “death panels,” this is not surprising.

Which makes this an ideal time for healthcare companies to step up to the plate and help their customers get a better handle on the health reform bill, while leveraging it for their own marketing efforts. In addition, organizations have the opportunity to utilize the new legislation to build customer loyalty and a stronger affiliation with their brand by providing customers with resources, insights and tips on what to expect over the next few years—as the provisions of the bill become effective—by directing them to the company’s website.

Here are some tips for healthcare organizations to leverage information around the healthcare reform bill in there marketing/PR programs:

• Post information about the bill on your company website. Provide materials such as cheat sheets and guidelines explaining the law and how it will affect each age group.
• Provide a timeline on the website of when each provision of the bill will go into effect.
• Offer links to online resources, such as the FamiliesUSA or Department of Health and Human Services, where people can get information about affordable health insurance in all 50 states.
• Seminars/webinars/podcasts are great platforms to really engage with your customers. They allow you to discuss specific parts of the bill that are confusing to people of all age groups and what your company offers. At the end of each session you can dedicate 10 minutes for a Q&A by a panel of professionals and experts that relate to your company, products and services. Be sure to post the series on the company website so that your customers can download them and share with others.
• Offer your customers a free hotline/email to a service center where they can ask further questions.

It is extremely important that all marketing materials include correct facts and accurate information. Inaccurate content produced by organizations can diminish credibility and their audience’s trust. In many cases, these types of marketing materials may be the first time people interact with your company. So make sure you have your facts checked and are providing valuable information.

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