According to this morning's Wall Street Journal, Aetna, Inc. has noticed that "the evolution of the U.S. health-insurance market will soon push insurers to spend billions more on marketing to consumers" - as much as "fivefold" more. "Advertising is the game," they said.
A game except that the "the consumers" will be paying for this marketing.
Which leads those of us in health care to contemplate what the marketing will look like. No doubt there will be plenty of smiling faces doing vigorous activities or looking longingly at computer screens.
But if they look to the example set by "Covered California" (that one blogger quipped looks like "a laughable rip in the time/space continuum"), we should stand up and scream. Here's how our tax dollars were recently spent as Richard Simmons tried to convince young "invincibles" to sign up for "Covered California:"
What a waste -