June 29th, 2012
Health-Care Ruling Likely to Lead to More Marketing From Insurers, Hospitals
By Alexandra Bruell
Now that the Supreme Court has upheld the Affordable Care Act, expect increased marketing from insurance companies and health-care providers as they vie for the attention of consumers.
The law, slated for implementation by 2014, requires that states set up exchanges through which consumers can purchase health insurance regardless of pre-existing conditions. It also mandates that consumers show proof of coverage through their tax filings.
This means that insurance companies will continue to boost marketing aimed at a consumer base to which it never had to cater. And those that had put their marketing efforts on hold until the ruling was made will have to scramble to catch up, explained Lindsay Resnick, CMO of KBM Group, a WPP Health Services company. KBM works with a number of companies, including Wellpoint, Aetna, Blue Cross Blue Shield and Windsor Health.
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