How many times must Obamacare be sold? In April, the Obama administration confirmed that it would spend another $8 million marketing the health law, following up on a $3 million marketing campaign from last fall. And last week, Time reported on new efforts to market the law to the young and healthy adults that are crucial to the law’s success. A TV ad has already been released, and Time’s report says that “at the White House, health care implementation has become an obsession.”
The big problem? The law is unpopular, still. And “that unpopularity threatens one of the law’s most ambitious goals”—the stability and success of the health insurance exchanges that are the centerpiece of the law. The administration’s response to that problem looks rather like a government-run version of what you might expect from a beer company introducing a new product: social media campaigns, commercials, and partnership possibilities with professional sports.
Will it work? One never knows, but years of efforts by the administration and its allies to market the law haven’t worked before.