Industry perspectives on the Affordable Care Act's economic impact

In the lead-up to the open enrollment season for Obamacare, a shift in healthcare marketing strategies is becoming increasingly apparent. One notable twist is the emphasis on opposition to the Affordable Care Act, with a majority of ads being anti-Affordable Care Act in some regions.

This trend has sparked interest among marketing industry gurus, academics, and others, who are eager to weigh in on the efficacy of these advertising campaigns, much like their analysis of other political ads. The opposition spending to the Affordable Care Act outpaces that of advocates by five to one, indicating a strong focus on criticism.

The Affordable Care Act mandates a certain level of pediatric dental and vision care, but not, in most cases, for adults. This could lead to a surge in demand for dental and vision care services as consumers shift their funds from these services to medical insurance. Charge cards and loans for dental and vision care services may find themselves competing for consumer dollars with medical insurance companies.

Dental and vision care practitioners might be expecting uninsured, cash patients to transfer their health care dollars to medical insurance plans, leaving them with no funds for pay-as-you-go dental and vision care. This is a cause for concern, as oral care is increasingly being related to serious disease processes, and dental practitioners are concerned about the lack of dental care options. Optometrists share similar concerns about the lack of vision care options, as they are on the front lines of spotting early systemic diseases.

It's worth finding out which firms offer direct-to-consumer eye and dental plans in your area and how their marketing efforts are changing. Florida Blue, an insurer in Florida, is one example of a company preemptively prompting consumers into buying insurance coverage directly before the health insurance marketplaces kick in.

With open enrollment season approaching, it's also worth checking in with big employers in your area about health care costs, expected changes, and how the Affordable Care Act affects their ability to provide health insurance to workers. Employers are curbing benefits for spouses of employees due to the effects of Obamacare, though requiring spouses to obtain benefits through their own workplace is not a new idea.

Lastly, it's worth checking into what, if any, direct-to-consumer advertising insurers in your area may be doing to lure purchasers outside of the exchanges. Tens of millions of federal dollars are being spent to inform and educate the public about their options under Obamacare, but the role of private insurers in this process is a topic of ongoing interest.

As the landscape of healthcare marketing evolves, it's essential to stay informed about these changes and their potential impacts on consumers and providers alike. A 2013 survey of employers by consulting firm Towers Watson tracks employers' practices and strategies about offering health care to workers and can provide a valuable reference for preparing questions for employers in your area.