AHIP's new national TV ad campaign supports bipartisan reform.

America’s Health Insurance Plans (AHIP) launched a new national television advertising campaign in support of bipartisan healthcare reform.

The first healthcare reform ad from AHIP, “Illness”, calls for fixing healthcare to make sure all Americans have the health and financial security that health insurance provides.

The ad highlights key policy reforms that health plans have proposed, which include new market rules and consumer protections to achieve universal coverage, guarantee coverage for pre-existing conditions, discontinue rating based on health status or gender, and ensure continuity of care and portability of coverage.

“Simply put, this is definitely a great strategic decision from a marketing/ ad/ PR messaging perspective,” says Georgette Pascale, president, Pascale Communications LLC in Pittsburgh, Pa. “A message that will resonate with many Americans since AHIP is taking control of the dialogue on their terms and being aggressive.”

As a small business owner, Pascale believes this approach is extremely favorable as it allows employees to not have to worry about healthcare coverage. “For my employees, this would be beneficial because it would make their health insurance portable, meaning they wouldn’t have to rely on their job for healthcare coverage; they could choose their jobs/ employer independent of medical concerns,” she says. “They could move or live anywhere in the country and get the same healthcare coverage. This takes me out of the role as a healthcare provider and allows me to focus on my core business, public relations.”