Local Ad Shops Dine Out As State Health Exchanges Start to Advertise
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Ads for Colorado’s health-care exchange pose a simple question: Who’s the winner when health-insurance companies compete? The answer, of course, is the consumer. But another winner here is Pilgrim, the Denver-based ad shop behind the campaign.
Pilgrim is one of several agencies across the country that have won multimillion-dollar state contracts to market health-care exchanges that open Oct. 1 as part of the Affordable Care Act. And that marketing is proving crucial to educating consumers, who are mystified as various states take divergent approaches. Some have been slow to mobilize; others are openly hostile to exchanges. Meanwhile, as parts of the ACA have been rolled back or delayed, confusion is the order of the day.
“People believed they would wake up one morning and everybody would have health insurance,” said Todd Spencer, president-CEO of Doe Anderson, the Louisville agency running Kentucky’s campaign. “The amount of confusion was just so enormous.”
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