Why is the Obama administration having such a hard time branding their health care reform package? With some of the brightest minds in the country and loads of people who acknowledge that change needs to be made, this seems to have become a huge communication fiasco.
Now, I don't know that the health care reform ideas that have been presented are the end-all, be-all of what the country needs, and there is much work and discussion to be done, however someone in the administration seems to have miscalculated that how you sell in an idea is often just as important as the idea itself. Ask any advertising person! Advertising creatives come up with brilliant ads and TV spots every day...insuring the work is on strategy. But the work also includes telling a story, insuring a client gets how the idea makes sense and relates to its target audience and how it will make a difference. There is persuasion and communication. If an advertising person just put the ideas on the table with little or no engagement, then they aren't doing their job effectively.
The conservative pundits and outspoken minority have been skilled at creating phrases for people to latch onto and to scare the heck out of the public: death panels and government run health care, among them. Remember that they also brilliantly created the "pro-life" movement (is there any one on both sides of this issue who honestly can say that they aren't in favor of life), "Country First," and "Contract with America."
A lot of advertising and marketing people have been laid off in the past year. Can’t someone help this administration do a more effective job of:
- Selling in their ideas
- Communicating the benefits
- Dealing with opposing views.
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