Officials in California plan to use popular network television shows to market the state’s new health care exchange, established as part of Obamacare, according to a marketing plan drafted in June.
“Individuals from California’s robust entertainment industry will be approached at the most senior levels to engage in California’s effort, to enroll residents in coverage, many for the first time,” the report states.
It continues, “A number of popular television programs and personalities such as Grey’s Anatomy, Modern Family, the Biggest Loser, Dr. Oz and others will be approached and pitched to incorporate story lines or mentions of health care reform that would reinforce campaign messages.”
The campaign will be rolled out between August 2013 and December 2015, the report adds.
It won’t just be the benefits of the exchanges marketed on TV shows, either. The state plans to push a larger message with its PR campaign. State officials will reach out to “select reality television producers to create a new reality television program revealing the trials and tribulations of families living without medical coverage,” according to the report.
The latter campaign’s impact is designed to be felt outside of the Golden State. “Any story lines involving health insurance coverage in popular television programs will have benefit throughout the country,” the report says.
While it was not clear how much these efforts would cost taxpayers, the report’s authors include Ogilvy Communications, which has inked a $900,000 contract with the California exchange for PR work.
Here is the full report. The relevant portion appears on page 63.