Politico PULSE Email
From: Wagner, Bridgett, Heritage Foundation
To: cpr-infox@googlegroups.com
Date: Thu, Aug 13, 2009 at 7:21 AM
Subject: AMA, FamiliesUSA, the Federation of American Hospitals,
PhRMA and SEIU launch ad campaign in support of health plan.
From the Politico PULSE email this morning:
BREAKING / EXCLUSIVE: A counterweight to the health-reform critics goes on the air around 11 a.m. today. A new coalition has been formed, funded largely by PhRMA, that could spend tens of millions of dollars -- in just a couple months – to give the White House air cover. The group plans to drop around $12 million over the congressional recess, and that's just a start.
THIS GROUP IS LIKELY TO BE THE BIGGEST PRO-REFORM SPENDER. And in a reversal from the 1993-94 debacle, the group's campaign is likely to mean that White House supporters keep the upper hand on the airwaves. The new group, Americans for Stable Quality Care (www.stablequalitycare.com), includes some odd bedfellows: the AMA, FamiliesUSA, the Federation of American Hospitals, PhRMA and SEIU.
PhRMA's participation is key, because the group has promised to kick in as much as $150 million on advertising and grassroots activity to help pass the plan. The debut ad is mean to shore up support among the conservative House Blue Dog Democrats, and target swing senators. So it's airing in Alaska, Arkansas, Colorado, Indiana, Louisiana, Maine, Montana, Nebraska, Nevada, North Dakota, South Dakota and Virginia. The first buy is expected to run for two weeks, with a weekly spend of around $3 million. An official said: 'This group has joined forces to communicate the specific benefits of reform at a time when there is a lot of misinformation about what health care reform actually means.'The first ad is called, 'Mean for You', as in, 'What Reforms Means for You.' The 30-second script, with a soothing male narrator: 'What DOES health insurance reform mean for you? It means you can't be denied coverage for a pre-existing condition, or dropped if you get sick. It means putting health-care decisions in the hands of you and your doctor. It means lower costs, a cap on out-of-pocket expenses, tough new rules to cut waste and red tape, and a focus on PREVENTING illness before it strikes. So what does health insurance reform really mean? Quality, affordable care you can count on.'
The official provides a little more backstory: 'These groups were part of a looser coalition that started back in January that focused on the links between health reform and the economy. Now that the debate is turning on what health reform means for the individual, they felt the need to launch a new front that addresses some of those particulars while debunking some of the myths that are floating around. Plus, these groups recognize that their collective voice packs more punch than if they were to just speak out individually.'
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